Influencer Marketing Manager - Skincare

Position

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.

Job responsibilities

• 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.
• 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.
• 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.
• 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.
  
  

Profile

• 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.
  
  

Additional information

• 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.