Manager - Affiliate Marketing & KOL Management

Job Purpose

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, builds performance-driven programmes, and uses data to improve GMV, conversion and ROI across the creator and affiliate base.

Job Responsibilities

1. Strategy & Ownership

• Act as the subject-matter lead for affiliate and creator marketing in the markets it supports: guide colleagues, share best practice and set the standard for programme quality.
• Own relationships with clients and brand stakeholders for affiliate programmes: present strategy and results, manage expectations and handle escalations.
• Standardise processes, playbooks and reporting so programmes are repeatable and scale across brands.

2. Affiliate Marketing & Analytics

• Develop and execute affiliate strategies for each market that increase brand visibility and sales, on different channels (eg Tiktok, Lazada, Shopee etc) as aligned with the brand.
• Set affiliate programme structure for each brand: 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: set recruitment targets, track activation rates, and retire or re-engage inactive creators.
• Collaborate with affiliates to create and optimise content that aligns with brand messaging.
• Run affiliate-driven LIVE selling programmes, including scheduling, host coordination and performance review.
• Monitor affiliate quality and compliance, and take action on off-brand content, misleading claims or non-compliant promotion.
• Track and analyse affiliate performance: GMV, orders, conversion rate, GPM, commission cost, creator-level and video-level performance.
• Own the affiliate commission and incentive budget: forecast spend, approve payouts and keep spend aligned with ROI and ROAS targets.

3. KOL/Creator Relationship Management

• Identifying and manage KOL Relationships
• Research and stay updated on trends to identify KOLs that align with the brand’s target audience and image.
• Build and maintain strong relationships with KOLs to ensure long-term collaboration.
• Act as the main point of contact, managing communication and coordination throughout
• Develop and implement marketing campaigns with KOLs to drive brand awareness and sales.
• Prepare detailed campaign briefs to KOLs.
• Review and analyze KOL content, ensuring 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, ensuring alignment with ROI objectives.
• Compile reports and provide insights to optimize future KOL collaborations and campaign strategies

Key Requirements

Education & Experience

• 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.

Skills

• 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.

Personal Attributes

• 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.