Senior KOL Key Account Management Executive - Affiliates, Marketing

Campaign Strategy & Creative Ownership

• Own campaigns end-to-end, from creative concepting to final delivery. Go beyond execution: develop differentiated campaign themes for Shopee's seasonal mega-events (9.9, 10.10, 11.11, etc.) that stand out in a crowded market.
• Partner with BD/Marketing teams to identify brand opportunities and align influencer partnerships with campaign objectives and category growth targets.
• Develop creative briefs and campaign angles that showcase product authenticity while driving conversion and engagement.

KOL Discovery & Relationship Management

• Leverage deep, established connections in the Malay-speaking KOL ecosystem to identify, vet, and build relationships with top-tier creators and micro-influencers aligned with brand objectives.
• Maintain and expand a curated database of KOLs across TikTok, Instagram, and Xiaohongshu, tracking audience demographics, engagement metrics, and content performance.
• Negotiate contracts with creators. This includes flat fees, commission-based models, and performance incentives by securing competitive rates and favourable terms.

Agency Partnership & Vendor Management

• Coordinate with influencer agencies for creator sourcing, rate negotiation, and contract execution. Push back diplomatically on pricing-use benchmarks and market data to secure best-in-class rates.
• Serve as the primary point of contact for agencies manage timelines, briefs, and deliverable quality to ensure on-time, on-brand campaign execution.

Affiliate & Performance Partnership Management

• Manage diverse partnership models: product seeding, pay-per-post, commission-based affiliate arrangements, and performance-driven incentives. Understand the nuances of each model and deploy strategically.
• Set up affiliate tracking, ensure clean attribution, and optimize payout structures for profitability.

Day-to-Day Campaign Execution

• Coordinate product seeding logistics, live-stream integrations, and short-form video content drops with creators and internal teams.
• Track content calendars, manage review cycles, and ensure creative assets meet brand guidelines and campaign KPIs.
• Proactively communicate status updates to stakeholders escalate issues and blockers early.

Analytics, Reporting & Optimization

• Monitor campaign performance in real-time: engagement rates, reach, conversion, and ROI across all channels. Sensitive to commercial metrics-no vanity metrics.
• Build weekly/monthly dashboards and performance reports deliver insights on what's working and why. Recommend optimization levers for mid-campaign adjustments.
• Conduct post-campaign analysis: cost-per-acquisition, ROI attribution, learnings for future campaigns.

• Bachelor's degree in any field.
• Deep expertise in Malay-speaking KOL ecosystem.
• Proven track record in social commerce campaigns, particularly on TikTok and Instagram (3+ years in influencer marketing or creator economy role, ideally in SEA or Malaysia).
• Expert understanding of affiliate models: pay-per-post, commission-based, hybrid arrangements, and performance incentive structures.
• Strong negotiation skills-comfort pushing back on agency rates and creator pricing with data and benchmarks.
• Campaign creative ownership: able to conceive differentiated themes, angles, and executions that drive engagement and stand out in seasonal event clutter.
• Analytical rigor: comfortable with numbers, dashboards, KPIs, and data-driven decision-making. Can interpret conversion data and affiliate attribution.
• Fast-paced execution: thrives under pressure, manages multiple campaigns and tight deadlines simultaneously, and prioritizes ruthlessly.
• Cross-functional collaboration: partners seamlessly with BD, Marketing, Brand, and Merchant teams to align strategy and unblock execution.
• Platform acumen: deep knowledge of TikTok and Instagram trends, algorithm mechanics, and best practices for short-form video and social commerce.

Nice-to-Haves

• Experience with Xiaohongshu (Little Red Book) or other emerging social commerce platforms
• Familiarity with Shopee's ecosystem, mega-event playbooks, or prior social commerce experience at another marketplace
• Experience using social listening tools (e.g., Bytedance Analytics, Meta Insights, third-party tools) to track KOL sentiment and campaign resonance
• Live-streaming event management experience

What We Are Looking For

• A strategic operator who sees influencer partnerships not as transactional execution but as a creative and commercial lever. You are entrepreneurial-you own outcomes, take initiative to solve problems, and don't wait for perfect briefs. You are comfortable with ambiguity but biased toward action.
• You are native to the creator economy: you understand what makes content resonate, why certain KOLs punch above their follower count, and how algorithms work in favor of authentic partnerships. You have built deep, trust-based relationships with creators and agencies, not just transactional ones.
• You are a numbers person. You don't do vanity metrics you obsess over cost-per-acquisition, ROI, and conversion rates. You can translate campaign performance into business impact.
• You are a diplomat: able to navigate competing priorities between brand partners, merchants, creators, and internal teams. You communicate clearly, escalate thoughtfully, and unblock issues without throwing people under the bus.