Influencer Marketing Manager - Makeup

Position

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.

Job responsibilities

• 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
• 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.
  
  

Profile

• 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.
  
  

Additional information

• 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
• 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.