Influencer Marketing Manager – Fragrance

About the role

This role is responsible for driving the influencer marketing strategy and execution for the Fragrance category, with a primary focus on mid-tier influencers, micro-influencers and KOCs. The role will translate the overall Influencer Marketing strategy into category-specific creator programs that strengthen brand desirability, amplify product launches and key brand moments, and generate measurable impact across social engagement, search interest, online conversion and offline retail traffic — while maintaining the House’s luxury positioning and visual standards.

Responsibilities

• Translate the overall Influencer Marketing framework into clear annual, quarterly and campaign-level plans for the Fragrance category.
• Build and continuously optimize a structured portfolio of mid-tier influencers, micro-influencers and KOCs relevant to Fragrance consumers.
• Identify creators based on expertise, content style, audience profile, platform relevance and commercial effectiveness, ensuring an appropriate balance between brand desirability and performance.
• Monitor beauty trends, emerging creators, Fragrance lover conversations and platform trends to identify new opportunities for the brand.
• Manage the allocated Fragrance influencer budget across paid collaborations, product seeding and agency support, ensuring efficiency against agreed SOV, engagement and ROI objectives.
• Lead end-to-end Fragrance influencer activation across RED, Douyin, WeChat and Weibo.
• Develop creator briefs and content approaches that leverage Fragrance’s visual strengths, including look creation, transformation, application techniques, product demonstration and trend participation.
• Own influencer activation for Fragrance New Product Launches and major House moments, ensuring strong and coordinated social momentum.
• Build and maintain an agile product seeding program targeting rising beauty creators and relevant KOCs to stimulate authentic advocacy and organic conversation.
• Execute geo‑targeted creator programs, store‑visiting campaigns and offline event amplification to drive counter traffic, consultation and conversion.
• Ensure creator content meets House visual standards while remaining platform‑native, engaging and effective.
• Partner with PR to amplify celebrity assets, top‑tier KOL content and major event moments through the mid‑tier and KOC ecosystem.
• Work closely with E‑Commerce and Performance Marketing teams to connect influencer activity with search traffic, social commerce and online conversion.
• Coordinate relevant influencer activities with retail teams to support store traffic, counter consultation and local commercial priorities.
• Work with China PR and Central teams to ensure creator content complies with brand identity, product communication guidelines and regulatory requirements.
• Track campaign performance through key metrics including CPE, CPM, engagement, search index growth, SOV and direct/indirect ROI.
• Conduct campaign and NPL post‑analysis and translate findings into actionable recommendations for future creator selection, content formats and investment allocation.
• Manage agency partners and creator relationships to ensure execution quality, cost efficiency and timely delivery.
• Maintain disciplined creator vetting, content review and disclosure processes to minimize reputational and compliance risks.
• Build category learnings and creator intelligence that can contribute to the broader Influencer Marketing team.

Requirements

• Ideally 5+ years of experience in Luxury, Prestige Beauty, High‑End Fashion or relevant beauty‑related industries, with solid hands‑on experience in Influencer Marketing, Social Marketing or Content.
• Strong understanding of the prestige Fragrance landscape, consumer trends and creator ecosystem.
• Experience managing social campaigns and influencer programs across major China platforms.
• Strong commercial mindset with the ability to connect social engagement with traffic, search and conversion.
• Strong aesthetic judgment and sensitivity to luxury brand codes.
• Excellent communication and stakeholder management skills.
• Good command of both Mandarin and English.

Skills

• Fragrance Category Expertise: Strong understanding of Fragrance products, consumer behavior, beauty trends, application occasions and creator content formats.
• Platform Mastery: Strong knowledge of RED and Douyin ecosystems, creator dynamics, commercial tools and social commerce.
• Creator Management: Ability to identify, evaluate and develop mid‑tier, micro‑influencer and KOC relationships.
• Commercial & Data Acumen: Ability to interpret campaign data and translate performance insights into creator, content and investment decisions.
• Aesthetic Judgment: Strong visual taste appropriate for prestige beauty and luxury communication.
• Execution Excellence: Strong project management capabilities with attention to detail