Influencer & Content Strategy Lead

Role Summary and Impact

This role sits at the intersection of culture, content, and commerce for one of the world's most iconic prestige beauty brands across the Asia Pacific region.

As an Influencer & Content Strategy Lead, you'll be the strategic voice on how the brand shows up in culture — shaping influencer strategy, creative direction, and content frameworks that drive real business impact. You won't be managing creators day-to-day. Instead, you'll be the person who decides how the brand moves in culture, which creators it should be working with, and what content systems will scale.

This is a role for someone who thinks in trends but works in outcomes — someone who can connect what's happening on TikTok, Instagram, and YouTube to traffic, search, and conversion.

Skills and Experience

What You Will Do

Influencer Strategy

• Build and evolve influencer strategies grounded in where culture is heading — not just where it's been
• Define the right creator mix based on relevance, content style, and audience behaviour — not just follower count
• Decode why content works — hooks, pacing, storytelling — and translate that into clear, scalable creator briefs
• Connect influencer activity to broader business outcomes (traffic, search, conversions), beyond engagement metrics
• Bring a clear point of view on what the brand should and shouldn't do in culture

Creative Strategy & Direction

• Develop social-first, creator-native creative frameworks — built for how people actually consume content, not adapted from traditional campaign thinking
• Turn trending formats into repeatable content systems the brand can scale across creators and platforms
• Lead on hooks, formats, and storytelling structures that perform in-feed
• Partner with media teams to ensure creative is built for distribution and performance from the outset
• Spot creative fatigue early and refresh direction before it shows up in performance
• Know when to ride a trend and when to carve the brand's own path

Client & Stakeholder Leadership

• Be the voice of culture and creators in client conversations — bringing inspiration and recommendations, not just performance reports
• Present clear, opinionated recommendations backed by both data and platform intuition
• Challenge briefs when the creative or creator direction could be stronger
• Proactively educate stakeholders on how social and creator behaviour is evolving and what it means for the brand

What You Will Need

Essential

• 6–8 years of experience in influencer marketing and social content strategy
• Deep, current knowledge of TikTok, Instagram, and YouTube — how content travels, what formats win, and how platforms are evolving
• A natural instinct for creators and trends
• Ability to connect content decisions to business outcomes, not just platform metrics
• Comfortable interpreting performance data and translating it into creative direction
• Strong communicator — clear, confident, and willing to take a position in front of clients and senior stakeholders

Good to Have

• Background in beauty, lifestyle, or DTC categories