KOL Specialist

Hebe Beauty Indonesia; Jakarta Utara; On-site; IDR 240,000,000 - 420,000,000; Full time

Job summary

Hebe Beauty Indonesia is seeking a KOL Strategy & Campaign Lead to shape and drive influencer campaigns across major platforms. You will translate objectives into creator briefs and curate a diverse creator mix to meet product and brand goals.

Role requires 2+ years in KOL/Influencer Marketing, strong IG/TikTok experience, and fluency in Bahasa Indonesia and English. You will collaborate with GTM, Creative, BD and E-commerce teams to optimize performance and impact.

Qualifications

• 2+ years of experience in KOL/Influencer Marketing or related fields.
• Strong understanding of the Indonesian KOL/creator ecosystem with existing creator relationships a plus.
• Proven experience managing end-to-end KOL campaigns from sourcing to analysis.
• Experience with TikTok Shop, social commerce or performance-driven creator campaigns is a plus.
• Strong communication, coordination and project management skills in a fast-paced environment.
• Fluent in Bahasa Indonesia and English.

Responsibilities

• Develop and execute KOL/KOC strategies based on brand objectives.
• Translate campaign objectives and product USPs into clear KOL directions and content briefs.
• Build KOL mix across Mega, Macro, Mid-tier, Micro and KOC creators.
• Identify, evaluate and onboard KOLs/KOCs on TikTok, Instagram and other platforms.
• Coordinate end-to-end KOL campaigns from creator selection to content submission and publishing.
• Monitor campaign performance (views, engagement, CTR, GMV) and optimize based on results.
• Stay updated on Indonesian social media trends and creator landscape.

Skills

KOL/Influencer marketing

Social media

Campaign management

Communication

Project management

Data analysis

Content strategy

Job description

1. KOL Strategy & Campaign Planning

• Develop and execute KOL/KOC strategies based on brand and product objectives.
• Translate campaign objectives and product USPs into clear KOL communication directions and content briefs.
• Build KOL mix across Mega, Macro, Mid-tier, Micro and KOC creators based on campaign needs.
• Support product launches, always-on campaigns and key commercial moments.

2. KOL Sourcing & Management

• Identify, evaluate and onboard relevant KOLs/KOCs across TikTok, Instagram and other relevant platforms.
• Maintain and continuously expand the KOL creator pool.
• Manage KOL communication, negotiation, briefing, contracting and content submission.
• Build long-term relationships with high-potential creators.

3. Campaign Execution

• Coordinate end-to-end KOL campaigns, from creator selection and briefing to content production and publishing.
• Ensure creators communicate product USPs accurately and naturally.
• Monitor content quality, posting schedule and campaign deliverables.
• Work closely with GTM, Creative, BD and E-commerce teams to ensure campaign alignment.

4. Performance Tracking & Optimization

• Monitor KOL campaign performance, including views, engagement, CTR, GMV/orders and other relevant KPIs.
• Analyze creator/content performance and identify high-performing content patterns.
• Optimize creator selection, content direction and budget allocation based on campaign results.
• Prepare regular campaign performance reports and actionable insights.

5. Market & Content Insights

• Stay updated on Indonesian social media trends, creator landscape and beauty content trends.
• Identify emerging creators, viral content formats and relevant consumer conversations.

• 2+ years of experience in KOL/Influencer Marketing, Creator Marketing, Social Media, or related fields, preferably within the beauty, FMCG, fashion, lifestyle, or related industries.
• Strong understanding of the Indonesian KOL/creator ecosystem, particularly TikTok, with existing relationships with KOLs, KOCs, MCNs, or creator agencies being a plus.
• Proven experience managing end-to-end KOL campaigns, from sourcing, negotiation, and briefing to execution, performance tracking, and analysis.
• Experience with TikTok Shop, social commerce, or performance-driven creator campaigns is a plus.
• Strong communication, coordination, and project management skills, with the ability to manage multiple creators and campaigns simultaneously in a fast-paced, cross-functional, or multinational environment.
• Data-oriented mindset with the ability to analyze campaign performance and turn insights into actionable optimization strategies.
• Strong understanding of social media content, with the ability to identify content that is engaging, relevant, and commercially effective.
• Strong commercial sense and understanding of how KOL/creator content contributes to brand awareness, consideration, and sales.
• Fluent in both Bahasa Indonesia and English.