Influencer Marketing Manager – Skincare

This role is responsible for driving the influencer marketing strategy and execution for the Skincare category , with a primary focus on mid-tier influencers, micro-influencers and KOCs. The role will build credible and compelling skincare conversations around product efficacy, ingredient education, routine integration and product proof , translating technical product benefits into consumer-relevant social content while supporting brand desirability, search interest, online conversion and offline retail performance. 1. Skincare Influencer Strategy & Portfolio Management • Translate the overarching influencer strategy into annual, quarterly, and campaign-level plans for the Skincare category. • Build and optimize a diverse creator portfolio spanning skincare experts, beauty and lifestyle creators, micro-influencers, and KOCs matched to specific product propositions. • Segment and evaluate creators on credibility, expertise, audience fit, content quality, and performance potential. • Monitor skincare trends, consumer concerns, ingredient conversations, and emerging social topics to identify brand opportunities. • Manage the Skincare influencer budget across paid collaborations, product seeding, and agency resources to optimize SOV, engagement, and ROI. 2. Social Content & Campaign Execution • Lead end-to-end Skincare influencer activations across RED, Douyin, WeChat, and Weibo. • Develop creator briefs and content frameworks focused on efficacy, ingredients, benefits, usage routines, and product proof. • Own influencer activation for New Product Launches and key brand moments, driving awareness, education, and sustained conversation. • Run structured product seeding programs targeting credible skincare creators and rising beauty KOCs to generate authentic advocacy. • Drive content that naturally integrates products into skincare routines and consumer occasions rather than relying solely on product exposure. • Execute creator programs supporting counter consultation, product discovery, skincare services, and offline conversion. 3. Cross-Functional Collaboration • Partner with PR to amplify celebrity endorsements, events, and top-tier content through relevant skincare creators. • Work with E-Commerce and Performance Marketing to convert influencer interest into search traffic, product-page visits, and sales. • Support retail priorities via localized seeding, store visits, and creator-led consultation experiences. • Ensure all influencer content adheres to brand guidelines, approved product claims, and regulatory requirements in close coordination with China PR and Central teams. 4. Performance, Agency & Risk Management • Track campaigns using CPE, CPM, engagement, search index growth, SOV, and direct/indirect ROI; evaluate reach, engagement, content quality, sentiment, and education effectiveness. • Conduct post-campaign analysis and refine future creator selection, messaging hierarchy, and investment. • Manage agency partners and creators to ensure accuracy, execution quality, and timely delivery. • Maintain rigorous creator vetting, claim review, disclosure, and content approval processes to protect brand equity. • Share category intelligence, creator learnings, and consumer insights across the wider Influencer Marketing team. Ideally 5+ years of experience in Luxury, Prestige Beauty, High-End Fashion or relevant beauty industries, with hands-on experience in Influencer Marketing, Social Marketing or Content. Strong understanding of the prestige skincare market, consumer needs and skincare creator ecosystem. Comfortable working with product efficacy, ingredients, product education and claim-sensitive communication. Strong experience across key China social platforms, particularly RED and Douyin. Strong analytical and commercial capabilities. Strong attention to detail and risk awareness. Excellent command of Mandarin and English. • communication, efficacy storytelling and category trends. • Platform Mastery: Strong understanding of RED and Douyin creator ecosystems, algorithms, commercial tools and content dynamics. • Content Translation: Ability to convert complex product information into clear, credible and consumer-friendly creator content. • Commercial & Data Acumen: Ability to interpret social performance, search behavior and commercial results and translate them into actionable decisions. • Compliance Awareness: High sensitivity to product claims, content accuracy and regulatory requirements. • Luxury Judgment: Ability to balance education and commercial effectiveness with the House’s prestige positioning.