Manager - Affiliate Marketing & KOL Management

The Manager – Affiliate & KOL Management owns the affiliate strategy and grows the programme for our brand partners. It involves identifying, managing, and maintaining relationships with KOLs and affiliate partners to enhance brand visibility, engagement, and sales. The role is expected to set targets, build performance-driven programmes, and use data to improve GMV, conversion and ROI across the creator and affiliate base.

Responsibilities

Act as the subject-matter lead for affiliate and creator marketing in the markets supported; Own relationships with clients and brand stakeholders for affiliate programmes; Standardise processes, playbooks and reporting so programmes are repeatable and scale across brands; Develop and execute affiliate strategies for each market on channels such as TikTok, Lazada and Shopee; Set affiliate programme structure for each brand, including commission tiers, product seeding rules, sample allocation, performance incentives and bonus mechanics; Identify and recruit influencers and content creators to join the affiliate program; Build and maintain a healthy affiliate pipeline, including recruitment targets, activation rates, and retiring or re-engaging inactive creators; Collaborate with affiliates to create and optimise content aligned with brand messaging; Run affiliate-driven LIVE selling programmes, including scheduling, host coordination and performance review; Monitor affiliate quality and compliance, and act on off-brand content, misleading claims or non-compliant promotion; Track and analyse affiliate performance including GMV, orders, conversion rate, GPM, commission cost, and creator- and video-level performance; Own the affiliate commission and incentive budget, including forecasting spend, approving payouts and keeping spend aligned with ROI and ROAS targets; Identify and manage KOL relationships; Research trends to identify KOLs aligned with the brand's target audience and image; Build and maintain long-term relationships with KOLs; Act as the main point of contact for KOL communication and coordination; Develop and implement marketing campaigns with KOLs to drive brand awareness and sales; Prepare detailed campaign briefs for KOLs; Review and analyse KOL content for alignment with brand guidelines before client approval; Monitor campaign performance and ensure smooth execution within the planned timeline; Generate new ideas and contribute to strategic projects as assigned; Manage and allocate budgets effectively for KOL campaigns; Track and evaluate campaign effectiveness against ROI objectives; Compile reports and provide insights to optimise future KOL collaborations and campaign strategies

Requirements

Bachelor's degree in Marketing, Communications, Business or a related field; Minimum 6 years of experience in affiliate marketing, influencer marketing or KOL management, including at least 2 years running TikTok Shop affiliate or comparable social commerce programmes; Experience with Beauty, Personal Care or FMCG brands is highly preferred; Existing network of creators and affiliates in the markets served is an advantage; Strong understanding of influencer marketing, KOL management and social media trends; Proven ability to recruit, activate and scale affiliate programmes to commercial targets, and to work independently; Strong analytical skills: able to read performance data, build reports and turn insights into action; Excellent communication, negotiation and coordination skills; Creative mindset with a good sense for engaging short-video content; Proficiency in Microsoft Office, Google Sheets and Google Slides; Commercially driven, with a focus on results and ROI; Creative and adaptable, comfortable with fast-changing platform rules and trends; Detail-oriented and well organised when managing many creators and projects at once; Passionate about skincare, beauty and social commerce trends; Able to build trust with creators and partners

Nice to have

Experience with Beauty, Personal Care or FMCG brands; Existing network of creators and affiliates in the markets served; Passion for skincare, beauty and social commerce trends