Senior Manager/AD, Influencer Marketing

Responsibilities

Day-to-Day Missions include Strategic Matrix Architecture & Pyramid Management, Pyramid Scaling, and more. Key areas of focus include:

• Architect and expand a structured mid-tier, micro-influencer, and KOC network that complements top-tier PR celebrities, creating a sustainable word-of-mouth ecosystem.
• Develop tailored content and seeding strategies for Makeup, Skincare, and Fragrance categories.
• Manage and optimize total influencer marketing expenditure against strict SOV, engagement, and ROI benchmarks.
• Oversee end-to-end execution across key platforms (RED, Douyin, WeChat, Weibo), ensuring content strikes the right balance between brand prestige and conversion efficacy.
• Design geo-targeted seeding and “store-visiting” campaigns to drive foot traffic, counter consultations, and exclusive offline event activations across boutique and department stores.
• Lead social seeding and influencer pushes for New Product Launch (NPL) and key Dior moments, orchestrating simultaneous online and offline commercial momentum.
• Establish an agile, high-volume product seeding system for rising beauty creators, ensuring high organic sentiment and authentic brand advocacy.
• Partner closely with the PR team to cascade celebrity assets and top-tier event moments down to mid-tier creators for content amplification.
• Align influencer efforts with E-Commerce (Tmall, Dmall, JD, Douyin) and Performance Marketing teams to maximize search traffic conversion and store sales spillover.
• Work with China PR team and Central teams to ensure all creator content adheres strictly to brand visual identity and legal/regulatory compliance.
• Set up data-driven tracking for CPE, CPM, search index growth, Share of Voice (SOV), and direct/indirect ROI.
• Enforce strict content compliance, product claim disclosures, and creator vetting processes to safeguard brand equity.

Qualifications

Ideally, you would have 8+ years of experience in Luxury, Prestige Beauty, or High-End Fashion, with at least 3–5 years dedicated to Social Marketing, Influencer Management, or Content Strategy in a leadership capacity. Solid working experience as an in-house KA or operation lead at RED / DY / Wechat advertisement or instant retail would be most preferred.

Skills

• Omnichannel Mindset: Strong understanding of O2O (Online-to-Offline) marketing dynamics, offline retail ecosystem, and how digital/social content drives offline footfall and counter conversion.
• Category Experience: Deep understanding of prestige beauty landscape-specifically the distinct consumer nuances of Skincare, Makeup, and Fragrance.
• Platform Mastery: Expert knowledge of RED ecosystem, Douyin algorithm & commercial tools, LBS localized marketing and social commerce dynamics.
• Commercial & Data Acumen: Strong capability in interpreting performance data, converting social engagement into full-channel commercial strategies, and managing big budgets with strict ROI tracking.
• Aesthetic Judgment: Exceptional taste and visual standards appropriate for prestige beauty, ensuring commercial message never compromises brand image.
• Language & Leadership: Excellent command of English and Mandarin to communicate effectively with China and Central stakeholders, retail teams, and local partners.