B&W Vietnam Influencer Marketing Manager

Location: Ho Chi Minh, Vietnam

JOB PURPOSE 

Lead influencer marketing strategy, brand plans and agency management. Cultivate and manage critical 1:1 endorsement relationships with key influencers.

MAIN RESPONSIBILITIES

• Develop and execute a comprehensive influencer marketing strategy aligned with the brand's overall marketing objectives, target audience, and budget. Includes events, trips, as needed.
• Conduct in-depth market research to identify emerging trends, platforms, and potential      influencer partnerships within the beauty industry.
• Be deeply embedded in the influencer community within the designated market, possessing a strong understanding of the influencer landscape, trends, and key players.
• Identify, vet, and onboard a diverse roster of influencers who align with the brand's values, aesthetic, and target audience, cultivating strong, long-term relationships – both at the campaign level and always on.
• Understand and can engage in paid and earned community building.
• Cultivate strong, long-term relationships with key influencers.
• Manage the influencer briefing process, ensuring clear communication of campaign objectives, brand guidelines, content expectations, legal requirements and measurement frameworks – but with a keen sense of what works in the space and how to be authentic, and how to collaborate with demand squad to ensure content is fit for channel
• Understanding of paid media models and how to drive engaged reach at scale.
• Ability to collaborate with other demand squad members to choreograph earned, owned and paid content to drive impact.
• Collaborate with influencers on content development, ensuring brand alignment, high-quality outputs, and adherence to agreed-upon timelines.
• Oversee campaign execution, tracking progress, and ensuring deliverables are met on time and within budget.
• Collaborate closely with the chosen influencer marketing agency, providing strategic direction, overseeing campaign execution, and ensuring alignment with brand objectives.
• Oversee negotiation of and manage influencer contracts, ensuring negotiation, fair compensation, clear usage rights, brand safety, purpose and inclusion, and adherence to all relevant advertising regulations.
• Track campaign performance metrics, analyse data to measure ROI, and generate actionable insights to optimize future influencer collaborations.
• Ensure feedback loop with global marketing organizations in order to drive replicable successes and learning loop.
• Passionate about social and influence industries with an eye to test new strategies, ways of working (eg AI) and content formats
• Ability to manage and brief an influencer agency
• Understanding of social trend cycles, what works, what doesn’t in content
• Understanding of local market landscape and ability to work closely with PR to ensure we navigate effectively (eg choice of influencer, when to pause, how to communicate with creators etc.)
• Leveraging knowledge /experience of diverse beauty needs and ability to react to the cultural landscape is a must.
• Set and meet KPIs.

WHAT YOU NEED TO SUCEED

Experience

Minimum requirements:

• Influencer Marketing: 6-8 years of proven experience specifically in influencer marketing, ideally within the beauty or lifestyle industry. This experience should include a strong understanding of influencer ecosystems, commercial models, and relationship management.
• Campaign Management: Proven ability to plan, execute and manage influencer marketing campaigns from start to finish, including budget management and timeline adherence.
• Relationship Building: Experience in building and nurturing strong relationships and long-term with influencers, agencies, and other relevant stakeholders.

Preferred Experience:

• Agency Management: Experience collaborating with and overseeing external influencer marketing agencies, ensuring alignment with brand objectives.
• Contract Negotiation: Familiarity with negotiating influencer contracts, usage rights, and campaign deliverables.
• Data Analysis: Proficiency in using influencer marketing platforms and analytics tools to track campaign performance, measure ROI, and generate actionable insights to inform future strategies.

Other:

• Strong Communication Skills: Excellent written and verbal communication skills for effective collaboration, negotiation, and presentation.
• Relationship Management Skills: Ability to build rapport, maintain strong relationships, and navigate complex influencer dynamics.
• Analytical Mindset: Data-driven approach to decision-making and a keen eye for identifying trends and measuring campaign effectiveness.

Skills

Strategic Thinking & Planning:

• Strategic Influencer Marketing: Developing and executing comprehensive influencer marketing strategies aligned with overall brand objectives and target audience insights.
• Campaign Planning: Designing and managing creative and impactful influencer campaigns across different platforms and formats (e.g., unboxing, tutorials, reviews) ensuring brand consistency and impactful storytelling.
• Target Audience Understanding: Deep knowledge of the brand's target audience and the ability to identify influencers who resonate with them.
• Trend Awareness: Staying abreast of emerging influencer trends, platforms, and best practices within the beauty industry.
• Passion for Beauty: A demonstrable passion for the beauty landscape, its products, keeping up with trends, innovations, and key players, reflecting a genuine enthusiasm for the field.

Relationship Management & Communication:

• Influencer Relationship Building: Nurturing strong, authentic relationships with key influencers in the beauty space.
• Relationship Management Tools: Experience with influencer marketing platforms and CRM systems for managing relationships and campaigns.
• Negotiation & Communication: Excellent communication and negotiation skills for securing partnerships, finalizing contracts, and managing expectations.
• Agency Management: Effectively collaborating with and overseeing external influencer marketing agencies to maximise campaign reach and efficiency.
• Briefing & Collaboration: Clearly communicating campaign objectives, deliverables, and brand guidelines to influencers and agencies.

Operational & Analytical Skills:

• Campaign Management: Overseeing all aspects of influencer campaigns, from outreach and contracting to content approval and performance tracking.
• Budget Management: Allocating and managing influencer marketing budgets effectively.
• Performance Measurement & Reporting: Tracking campaign performance, analyzing data, and generating insightful reports to demonstrate ROI.
• Contract & Legal Knowledge: Familiarity with influencer agreements, usage rights, FTC guidelines and relevant advertising regulations to ensure compliance and mitigate risks.
• Creative Eye: Ability to identify visually appealing, engaging content that aligns with the brand aesthetic and resonates with the target audience.

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.