Job Description

Influencer Marketing Manager

Department: Brand communications

Employment Type: Full Time

Location: Indonesia

The Regional Influencer Marketing Manager (SEA) is responsible for executing and strategising end-to-end influencer marketing across Southeast Asia, with a strong focus on performance, cultural relevance, and scalability.
This role manages 360° influencer campaigns, regional frameworks, special projects, and country collaboration — ensuring influencer activities directly support brand love, app
usage, and business objectives.

Key Responsibilities

Own and manage influencer campaigns end-to-end, including maintaining and owning effective timeline delivery, covering:

• Campaign ideation & structure
• Timeline planning, rollout, and delivery ownership
• Campaign flowchart & funnel logic
• Geo & market split (MY / ID / PH / others)
• Influencer shortlisting & vetting
• Content briefing & alignment
• Execution tracking, optimization & risk management
• Post-campaign reporting & insights

• Campaign timeline & flowchart
• Influencer shortlist with rationale
• Budget & cost breakdown
• Content tracker
• Final performance report with insights

Own end-to-end regional influencer strategies and frameworks, including stakeholder-ready rationale for:

• Influencer mix (tiers)
• Always-on vs campaign-based approach
• Performance benchmarks & KPIs
• Creator archetypes & personas per country

Ensure strategies are locally relevant while staying aligned with regional brand direction.

Lead or support special influencer-led initiatives, such as:

• Seasonal or tentpole campaigns
• Cultural moments & local insights projects
• Offline + online activations
• PR-led influencer stunts
• Experimental / guerrilla influencer formats

Work closely with Content, SMM, PR, and GTM teams to ensure seamless execution.

Own and manage influencer programs involving drivers, including:

• Driver Ambassador recruitment & vetting
• Campaign concepts using real drivers
• Content guidelines & brand safety
• Incentive structure & rewards
• Performance tracking & reporting

Ensure driver ambassadors feel authentic, respected, and motivated, while aligning with brand and legal guidelines.

Manage influencer gifting initiatives (subject to company direction):

• Gifting mechanics & objectives
• Influencer selection & distribution
• Content expectations (if any)
• Tracking & follow-ups
• Impact assessment

Build and maintain a strong SEA influencer ecosystem, including:

• Database of influencers by market & category
• Long-term influencer relationships
• Rate benchmarking & negotiation
• Vetting for brand safety & reputation
• Performance history tracking

Act as the regional point of reference for influencer quality and best practices.

Continuously monitor and analyze:

• Competitor influencer strategies
• Influencer usage trends by market
• Platform trends (TikTok, IG, YouTube, etc.)
• Creator content formats & narratives

Translate findings into actionable insights for future campaigns and strategies.

Own influencer reporting standards across SEA:

• Campaign performance analysis
• Cost efficiency & ROI evaluation
• Content effectiveness insights
• Market-to-market comparison
• Learnings & recommendations

Ensure reports are clear, honest, and decision-driven, not just numbers.

Work closely with:

• Regional Content Marketing
• Social Media Managers
• PR & Communications
• GTM & Business teams
• Local country teams
• External agencies

• Campaign delivery on time & within budget
• Influencer content quality & relevance
• Engagement & reach efficiency
• Brand sentiment impact
• Stakeholder satisfaction
• Strategic contribution to regional plans

Skills, Knowledge & Expertise

• Strong expertise in end-to-end influencer campaign planning, execution, and performance optimization across multiple markets.
• Deep understanding of social platforms, creator ecosystems, influencer trends, and content formats across TikTok, Instagram, and YouTube.
• Proven ability to develop regional influencer strategies, KPI frameworks, audience personas, and market-specific creator mixes.
• Strong analytical and commercial acumen with experience in budgeting, ROI analysis, performance reporting, and rate negotiation.
• Excellent stakeholder management and cross-functional collaboration skills, with the ability to lead agencies, creators, and internal teams across SEA markets.