Influencer Marketing Manager
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.
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.
1. 360° Influencer Campaign Management (Core Ownership)
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
Deliverables:
- Campaign timeline & flowchart
- Influencer shortlist with rationale
- Budget & cost breakdown
- Content tracker
- Final performance report with insights
2. Influencer Strategy & Planning (Regional Level)
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.
3. Special Projects & High-Impact Activations
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.
4. Driver Ambassador Program
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.
5. Gifting & Seeding Projects (If Applicable)
Manage influencer gifting initiatives (subject to company direction):
- Gifting mechanics & objectives
- Influencer selection & distribution
- Content expectations (if any)
- Tracking & follow-ups
- Impact assessment
6. Influencer Shortlisting & Relationship Management
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.
7. Competitor & Market Review
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.
8. Reporting, Analysis & Optimization
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.
9. Cross-Functional & Market Collaboration
Work closely with:
- Regional Content Marketing
- Social Media Managers
- PR & Communications
- GTM & Business teams
- Local country teams
- External agencies
Success Metrics (High-Level)
- Campaign delivery on time & within budget
- Influencer content quality & relevance
- Engagement & reach efficiency
- Brand sentiment impact
- Stakeholder satisfaction
- Strategic contribution to regional plans
- 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.
- Help us challenge injustice by creating fair choices for millions of people across 1100+ cities in 48 countries.
- Develop your professional skills with access to mentoring, career consulting, and learning programs.
- Collaborate with teams around the world and gain international experience through our Global Talent Exchange Program.
- Engage in company-wide challenges, awards, sports activities, employee-led social impact and volunteering projects.
- Work alongside people who take initiative, speak openly, and challenge themselves to grow.
- Improve your language skills through co-financed courses and internal speaking clubs.
Final benefits may vary depending on the location