KOL Manager / Supervisor

About the role

The KOL Manager is responsible for developing and leading KOL & Creator strategy end-to-end to increase brand awareness, engagement, traffic, conversion, and revenue/GMV in line with business objectives. This role combines strategic ownership, campaign leadership, and people management.

Key responsibilities

• Develop KOL & Creator strategy based on tier, platform, audience, content category, performance history, and campaign objective
• Lead large-scale campaign execution from planning, creator mapping, outreach, negotiation, briefing, execution, monitoring to post-campaign evaluation
• Manage and optimize KOL/Creators/Affiliates portfolio at scale, ensuring quality, performance, retention, and campaign contribution
• Build and maintain structured KOL/Creators/Affiliates database organized by category, tier, audience profile, engagement, performance history, rate card, and partnership potential
• Establish strategic partnerships with key opinion leaders, top creators, affiliates, agencies, talent management, and strategic partners for long-term collaboration
• Develop and implement campaign framework including objective, creator segmentation, creative direction, KPI, budget allocation, timeline, and measurement framework
• Lead negotiation and budget management for KOL/Creator campaigns, ensuring effective, transparent, and optimal ROI use
• Analyze campaign performance based on KPI such as reach, views, engagement, CTR, conversion, CAC/CPA, GMV, ROI/ROAS, and cost efficiency to determine optimization strategy
• Create campaign performance dashboards and management reports with strategic recommendations to management
• Lead, direct, and develop the KOL/Partnership team including target allocation, performance monitoring, coaching, and evaluation

About you

• Minimum 4–5 years of experience in KOL Management, Influencer Marketing, Creator Partnership, Affiliate Marketing, or Digital Marketing
• Minimum 2 years of experience at Supervisor/Manager level or proven experience leading KOL & Partnership function/team
• Strong experience in FMCG, Beauty, Skincare, Personal Care, Cosmetics, or Social Commerce industry
• Experience designing and leading large-scale KOL/Creator campaigns, ideally with 1000+ creators/affiliates per campaign or per month
• Proven track record managing campaigns with large budgets and measurable business impact
• Extensive network with KOL, creators, affiliates, agencies, talent management, and strategic partners across various tiers
• Strong capability in KOL strategy, creator mapping, campaign planning, negotiation, partnership management, and performance optimization
• Ability to read and analyze campaign data and make decisions based on reach, engagement, conversion, GMV, ROI/ROAS, CPA/CAC, and cost efficiency
• Deep understanding of TikTok, Instagram, TikTok Shop/social commerce, affiliate ecosystem, and creator marketing
• Strong leadership and people management capability with proven ability to achieve targets through team
• Excellent communication, negotiation, presentation, and stakeholder management skills
• Strategic thinker, commercially aware, creative, trend-savvy, and highly data-driven
• High integrity with ability to ensure transparency and accountability in budget management, rate negotiation, and partnership
• Ability to work in fast-paced, high-growth, and performance-driven environment