Influencer Marketing Lead

Influencer Marketing Lead

• Ordinary Folk (Noah & Zoey) · Singapore
• Location: Singapore — this is an in-market role
• Reports to: Chief Marketing Officer

About Ordinary Folk

Ordinary Folk is a vertically integrated telehealth company serving 200,000+ patients across Singapore, Hong Kong, and Japan through two brands: Noah (men's health) and Zoey (women's health). We diagnose, treat, and retain patients across sensitive, high-stakes health categories — and we run an AI-native operating model, where a lean human team works alongside AI agents across marketing, operations, and care delivery. We are a Series B company backed by some of the region's top venture capital firms and healthcare groups.

The mandate

We're hiring the operator who makes creators our best acquisition channel. Not the gifting-and-vibes version of influencer — the performance version: every deal underwritten like a media buy, every script written to convert, every creator judged by the patients they bring in.

The opportunity is bigger here than almost anywhere. Our categories are the ones people don't ask their friends about — hair loss, sexual health, weight, women's health. The word-of-mouth engine that built every other consumer brand is broken for ours. Creators fix it: when someone an audience already trusts says the quiet thing out loud, everyone watching realizes they're not the only one. And Singapore — small, dense, extremely online — is the best market in the world to prove it: one audience, a tight creator scene, and results you can read within weeks, not quarters.

This is a senior IC role. You set the strategy and you do the work — the sourcing, the outreach, the negotiations, the scripts. In our operating model, you scale through systems and AI leverage, not headcount.

What you'll own

• The roster. Build the roster that reaches Singapore — homegrown voices and the regional creators Singaporeans actually follow — from micros with a few thousand true fans to the biggest names in the market, spanning health, fitness, grooming, wellness, and women's health. Find the ones who genuinely fit the brands, and make the best of them exclusively ours.
• Deal structure. Structure every partnership the way we run the company: accountable to outcomes. Performance plus base as the default, usage rights in every contract, flat fees reserved for the rare creator who's earned one. You'll negotiate with agents, MCNs, and talent managers — and hold the line.
• The scripts. In our categories, one wrong line is the difference between finally, someone said it and something people scroll past. You'll write the words yourself — real scripts, not mood-board briefs — hook-driven and matched to the person watching, and build the playbook of angles that move people to act on the thing they've been putting off.
• Whitelisting. Paid usage rights come standard in every deal. When a piece of creator content works, you put media spend behind it on Meta, TikTok, and YouTube — trust first, then scale.
• The numbers. CAC by creator, format, and audience. A P&L for every partnership. Retention on the patients each creator brings in — because in our model, acquisition only counts if people stay for the care.

What you'll bring

• 5+ years in influencer marketing, with 2+ owning the channel at a consumer brand where creator spend cleared US$500K a year
• Deals you sourced and closed yourself at every tier — micro through macro, including at least one creator with a seven-figure following
• Whitelisting run as a system, not a favor — Spark Ads, allowlisting, branded content across platforms
• Scripts with receipts: the exact hooks that converted, and the reasons why
• The judgment to look at a creator's audience and call their CAC before signing — and a record of your calls holding up
• Negotiations with agents, MCNs, and talent managers where you moved the standard terms, not just accepted them
• Deep fluency in the Singapore scene — who actually reaches Singaporean audiences, what they charge, and what converts here
• The taste to make hair loss, sexual health, and women's health feel normal on camera — persuasive, never cringe — and the discipline to do it inside health-advertising rules
• Outreach you do yourself, the day you spot the right creator — with the persistence to hear no fifty times and keep your pace

Why this role

• Full ownership of a channel with real budget, at a brand where creator trust demonstrably moves the needle
• A category advantage most operators never get: products people badly want but won't search for in public
• A well-resourced, fast-growing company — and the mandate to prove influencer is our #1 channel