Influencer Marketing Manager – Makeup

This role is responsible for driving the influencer marketing strategy and execution for the Makeup 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. 1.Makeup Influencer Strategy & Creator Portfolio Management • Category Strategy: Translate the overall Influencer Marketing framework into clear annual, quarterly and campaign-level plans for the Makeup category. • Creator Portfolio: Build and continuously optimize a structured portfolio of mid-tier influencers, micro-influencers and KOCs relevant to Makeup consumers. • Creator Segmentation: Identify creators based on expertise, content style, audience profile, platform relevance and commercial effectiveness, ensuring an appropriate balance between brand desirability and performance. • Trend & Opportunity Mapping: Closely monitor beauty trends, emerging creators, makeup looks, social conversations and platform trends to identify new opportunities for the brand. • Budget Management: Manage the allocated Makeup influencer budget across paid collaborations, product seeding and agency support, ensuring efficiency against agreed SOV, engagement and ROI objectives 2. Social Content & Campaign Execution • Platform Execution: Lead end-to-end Makeup influencer activation across RED, Douyin, WeChat and Weibo. • Visual & Trend-Led Content: Develop creator briefs and content approaches that leverage Makeup’s visual strengths, including look creation, transformation, application techniques, product demonstration and trend participation. • NPL & Key Brand Moments: Own influencer activation for Makeup New Product Launches and major House moments, ensuring strong and coordinated social momentum. • Seeding Engine: Build and maintain an agile product seeding program targeting rising beauty creators and relevant KOCs to stimulate authentic advocacy and organic conversation. • Retail Activation: Execute geo-targeted creator programs, store-visiting campaigns and offline event amplification to drive counter traffic, consultation and conversion. • Content Quality Control: Ensure creator content meets House visual standards while remaining platform-native, engaging and effective. 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 Makeup 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. Hard Skill Makeup Category Expertise: Strong understanding of makeup 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 and the ability to manage multiple launches and campaigns simultaneously. 3.Cross-Functional Collaboration • PR Collaboration: Partner with PR to amplify celebrity assets, top-tier KOL content and major event moments through the mid-tier and KOC ecosystem. • E-Commerce & Performance Integration: Work closely with E-Commerce and Performance Marketing teams to connect influencer activity with search traffic, social commerce and online conversion. • Retail Collaboration: Coordinate relevant influencer activities with retail teams to support store traffic, counter consultation and local commercial priorities. • Brand Compliance: Work with China PR and Central teams to ensure creator content complies with brand identity, product communication guidelines and regulatory requirements4 4.Performance, Agency & Risk Management • 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.