Your Impact:
- 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 Responsibility : Day-to-Day Missions
1. Skincare Influencer Strategy & Creator Portfolio Management
· Category Strategy: Translate the overall Influencer Marketing strategy into annual, quarterly and campaign-level plans tailored to the Skincare category.
· Creator Portfolio: Build and optimize a diverse portfolio of skincare experts, beauty creators, lifestyle creators, micro-influencers and KOCs appropriate for different product propositions.
· Creator Segmentation: Evaluate creators based on credibility, skincare expertise, audience relevance, content quality and performance potential.
· Consumer & Content Insight: Monitor skincare trends, consumer concerns, ingredient conversations, routines and emerging social topics to identify opportunities for the brand.
· Budget Management: Manage the allocated Skincare influencer budget across paid collaborations, product seeding and agency resources, optimizing investment against agreed SOV, engagement and ROI objectives.
2. Social Content & Campaign Execution
· Platform Execution: Lead end-to-end Skincare influencer activation across RED, Douyin, WeChat and Weibo.
· Education-Led Content: Develop creator briefs and content frameworks around efficacy, ingredients, product benefits, usage routines and relevant product proof.
· NPL & Key Brand Moments: Own influencer activation for Skincare New Product Launches and key House moments, ensuring strong awareness, education and sustained conversation.
· Seeding Engine: Develop structured product seeding programs targeting credible skincare creators and rising beauty KOCs to generate authentic product experience and organic advocacy.
· Routine Integration: Encourage content that naturally embeds products into skincare routines and relevant consumer occasions rather than relying solely on product exposure.
· Retail Activation: Execute creator programs supporting counter consultation, product discovery, skincare services and offline conversion.
3. Cross-Functional Collaboration
· PR Collaboration: Work closely with PR to amplify celebrity endorsements, high-profile events and top-tier content through relevant skincare creators.
· E-Commerce & Performance Integration: Partner with E-Commerce and Performance Marketing teams to translate influencer interest into search traffic, product-page visits and conversion.
· Retail Collaboration: Support retail priorities through localized seeding, store-visiting programs and creator-led consultation experiences.
· Brand & Claim Compliance: Work closely with China PR and Central teams to ensure all influencer content follows brand guidelines, approved product claims and applicable regulatory requirements.
4. Performance, Agency & Risk Management
· Track campaign performance using CPE, CPM, engagement, search index growth, SOV and direct/indirect ROI.
· Evaluate not only reach and engagement but also content quality, consumer sentiment and the effectiveness of product education.
· Conduct campaign post-analysis and develop recommendations for future creator selection, message hierarchy and investment.
· Manage agency partners and creators to ensure content accuracy, execution quality and timely delivery.
· Maintain rigorous creator vetting, claim review, disclosure and content approval processes to protect brand equity.
Build and share category intelligence, creator learnings and consumer insights with 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.
Hard Skills:
- Skincare Category Expertise: Strong understanding of skincare consumers, product routines, ingredient 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.