Senior Executive, Digital Marketing

Guardian Health & Beauty; Selangor; On-site; MYR 60,000 - 80,000; Full time

Job summary

A health and beauty company seeks a KOL and Content Creator Campaign Manager. This role involves planning and executing influencer marketing campaigns aligned with the company's objectives in Malaysia. Candidates need a minimum of 2-3 years of experience in KOL management, with strong capabilities in content creation and data analysis. The role includes managing budgets, negotiating with influencers, and ensuring campaign success through collaboration with various teams. Ideal candidates should be organized and possess excellent communication skills.

Qualifications

• Minimum 2 to 3 years of experience in Key Opinion Leader (KOL) or Influencer Marketing management.
• Strong experience executing campaigns across social media platforms.
• Direct experience with Malaysian influencers and content creators.

Responsibilities

• Develop and execute KOL and content creator campaigns aligned with marketing objectives.
• Manage budget and negotiate with influencers for optimal ROI.
• Collaborate with teams for seamless integration of creator content.

Skills

Influencer Marketing management

Campaign planning and execution

Content creation

Data analysis

Communication skills

Project management

Tools

Social media analytics tools

Meta (FB, IG, Threads)

TikTok

XHS (Xiaohongshu)

Job description

Develop, plan, and execute end-to-end KOL and content creator campaigns that align with Guardian’s overall marketing objectives, product launches, and promotional calendars.

Identify, vet, and onboard suitable local Malaysian influencers, content creators, and artistes across various tiers (macro, micro, nano) to build a robust creator ecosystem.

Manage budget allocation and negotiations with KOLs and/or KOL agencies to ensure optimal ROI for all partnerships.

2. Content Management & Execution

Act as the primary host and liaison, working closely with creators to conceptualize, script, and produce high-quality, engaging content that resonates with the target audience.

Manage all content scheduling and deployment across primary social channels: Meta (Facebook, Instagram, Threads), TikTok, and XHS (Xiaohongshu).

Drive and manage livestreaming initiatives with key creators for quick commerce (q-comm) and social commerce (s-comm) platforms, focusing on driving immediate sales conversions.

3. Cross-Functional Collaboration & Performance

Collaborate closely with the Social Media Management team to integrate KOL content seamlessly into organic social strategies.

Ensure KOL campaign performance is trackable, measurable, and feeding into broader media strategies, including the boosting of organic posts and social media platform advertising.

Develop and manage a robust KOL Affiliates Program, overseeing enrolment, tracking, payout structures, and performance optimization to drive measurable sales through creator channels.

Work with relevant business units (E-commerce, Retail Operations, Merchandising) to align creator activities with inventory, sales targets, and in-store promotions.

4. Data-Centric Analysis & Reporting

Monitor, track, and analyze key performance indicators (KPIs) for all creator campaigns (reach, engagement, impressions, conversion rates, and ROI).

Generate detailed, data-driven reports post-campaign, providing clear insights and actionable recommendations for future strategy optimization.

5. Governance

Ensure brand safety and compliance across influencer activities and ensuring content/ messaging meet communication standard and brand guidelines

Job Requirement:

Minimum 2 to 3 years of dedicated experience in Key Opinion Leader (KOL) or Influencer Marketing management.

Proven experience working within the FMCG, E-commerce, Quick Commerce, and Brick-and-Mortar retail sectors is highly preferred.

Strong, demonstrable experience (2-3 years) planning and executing campaigns across Meta (FB, IG, Threads), TikTok, and XHS (Xiaohongshu).

Direct, hands-on experience hosting and creating content with local Malaysian influencers, content creators, and artistes.

Demonstrated experience managing livestreamers and driving tangible results through quick commerce (q-comm) and social commerce (s-comm) initiatives.

Proven experience with boosting organic social media posts or managing social media platform advertising campaigns.

Experience in launching or managing a KOL affiliates program.

Experience gained either working directly for a KOL/Influencer agency, or in an in-house brand role, or a combination of both.

Exceptional communication and negotiation skills.

Ability to think creatively while maintaining a highly data-centric approach to decision-making.

Proficiency in tracking tools and analytics platforms relevant to social media and e-commerce.

Highly organized with strong project management and scheduling capabilities.

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