Job Responsibilities:
1. Content Creator Planning
- Develop, plan, and execute end-to-end KOL and content creator campaigns that align with Guardian's overall marketing objectives, product launches, and promotional calendars.
- Identify, vet, and onboard suitable local Malaysian influencers, content creators, and artistes across various tiers (macro, micro, nano) to build a robust creator ecosystem.
- Manage budget allocation and negotiations with KOLs and/or KOL agencies to ensure optimal ROI for all partnerships.
2. Content Management & Execution
- Act as the primary host and liaison, working closely with creators to conceptualize, script, and produce high-quality, engaging content that resonates with the target audience.
- Manage all content scheduling and deployment across primary social channels: Meta (Facebook, Instagram, Threads), TikTok, and XHS (Xiaohongshu).
- Drive and manage livestreaming initiatives with key creators for quick commerce (q-comm) and social commerce (s-comm) platforms, focusing on driving immediate sales conversions.
3. Cross-Functional Collaboration & Performance
- Collaborate closely with the Social Media Management team to integrate KOL content seamlessly into organic social strategies.
- Ensure KOL campaign performance is trackable, measurable, and feeding into broader media strategies, including the boosting of organic posts and social media platform advertising.
- Develop and manage a robust KOL Affiliates Program, overseeing enrolment, tracking, payout structures, and performance optimization to drive measurable sales through creator channels.
- Work with relevant business units (E-commerce, Retail Operations, Merchandising) to align creator activities with inventory, sales targets, and in-store promotions.
4. Data-Centric Analysis & Reporting
- Monitor, track, and analyze key performance indicators (KPIs) for all creator campaigns (reach, engagement, impressions, conversion rates, and ROI).
- Generate detailed, data-driven reports post-campaign, providing clear insights and actionable recommendations for future strategy optimization.
5. Governance
- Ensure brand safety and compliance across influencer activities and ensuring content/ messaging meet communication standard and brand guidelines
Job Requirement:
- Minimum 2 to 3 years of dedicated experience in Key Opinion Leader (KOL) or Influencer Marketing management.
- Proven experience working within the FMCG, E-commerce, Quick Commerce, and Brick-and-Mortar retail sectors is highly preferred.
- Strong, demonstrable experience (2-3 years) planning and executing campaigns across Meta (FB, IG, Threads), TikTok, and XHS (Xiaohongshu).
- Direct, hands-on experience hosting and creating content with local Malaysian influencers, content creators, and artistes.
- Demonstrated experience managing livestreamers and driving tangible results through quick commerce (q-comm) and social commerce (s-comm) initiatives.
- Proven experience with boosting organic social media posts or managing social media platform advertising campaigns.
- Experience in launching or managing a KOL affiliates program.
- Experience gained either working directly for a KOL/Influencer agency, or in an in-house brand role, or a combination of both.
- Exceptional communication and negotiation skills.
- Ability to think creatively while maintaining a highly data-centric approach to decision-making.
- Proficiency in tracking tools and analytics platforms relevant to social media and e-commerce.
- Highly organized with strong project management and scheduling capabilities.
