The People & Content Marketing Specialist is responsible for independently managing the execution of KOL affiliate and Shopee/ TikTok Shop live commerce campaigns, with a strong focus on influencer coordination, livestream operations, and performance delivery.
This role will be hired into one of two specialisation tracks — Livestream Operations or Affiliate & Content — based on candidate profile and team requirements. Core responsibilities and qualifications apply to both tracks; track-specific duties are indicated where applicable.
The Specialist works closely with the Associate Manager on planning direction but is expected to own ground execution and problem-solving independently. He/ She is expected to be resourceful, detail-oriented, and highly responsive, with a strong understanding of current social and ecommerce trends across assigned brand accounts.
This role manages an assigned portfolio of brand accounts. He/ She owns day-to-day creator coordination, live session management, and performance delivery — ensuring coverage across all active brands and live sessions.
Key Responsibilities
KOL & Creator Management
- Compile and maintain a structured KOL database including social statistics (follower count, engagement rate, average views, platform) for reporting and selection purposes
- Identify, shortlist, and onboard suitable creators based on campaign goals and brand requirements
- Manage day-to-day communication, briefing, negotiation, and deliverables with creators
- (Affiliate) Set up and manage affiliate target plans on platform in accordance with campaign requirements
- (Livestream) Coordinate brand product knowledge briefings and onboarding sessions for assigned KOL hosts before each livestream
- Build and maintain a reliable pool of creators for repeat collaboration
Livestream Operations & Execution
- Onsite management is required during assigned livestream sessions to manage hosts, product display, and real-time execution
- Serve as the primary point of contact between the KOL host, brand representative, and platform on the day of broadcast
- Manage onsite logistics and preparation for livestream sessions
- Work with hosts, sellers, and internal teams to ensure readiness
- Support execution of livestream flow (products, offers, mechanics)
- Monitor sessions and assist in resolving operational issues in real-time
Campaign Execution & Coordination
- Execute campaigns based on direction from Assistant Manager with minimal supervision
- Manage timelines, deliverables, and dependencies across stakeholders
- Proactively flag risks and propose solutions before escalation is needed
- Maintain clear communication across internal teams and external partners
- Ensure alignment across KOL, livestream, and platform requirements
Performance Monitoring & Trend Awareness
- Track key performance indicators including engagement rate, creator output, livestream GMV, and affiliate conversion signals
- (Affiliate) Monitor creator posting compliance — confirm posts are published on schedule and that required platform actions (e.g., TikTok Shop yellow bag tagging) are correctly applied
- (Livestream) Monitor live session performance metrics in real-time and flag anomalies to the Assistant Manager
- Highlight underperformance and gaps to Assistant Manager with on-ground observations
- Compile and deliver structured monthly performance reports covering creator output, engagement metrics, GMV contribution, and campaign highlights
- Stay updated on influencer and livestream trends across platforms and suggest relevant creators, formats, or ideas to improve campaign performance
Operational & Administrative Support
- Maintain campaign trackers, schedules, and documentation
- Ensure proper use of internal tools (e.g., KOL platforms, asset libraries)
- Support coordination of creator payments and deliverables tracking
- Ensure accuracy and organization across campaign workflows
Requirements:
- Bachelor's degree in marketing, Communications, or related field and at least 1 year experience in influencer marketing, livestream, or ecommerce campaigns
- Able to speak and write well in English.
- Strong digital and social media understanding and content creation acumen.
- Hands-on experience with TikTok Shop Affiliate program, including commission mechanics, product showcase setup, and GMV-linked performance tracking
- Proven ability to manage influencers or campaigns independently
- Strong written and verbal communication skills, MS Office suite (knowledge of using platform & social tools is a plus).
- Resourceful and proactive, but comfortable working within direction.
- Comfortable handling fast-paced, real-time execution environments
- Willing and available to work onsite during livestream sessions
- Familiarity with TikTok Shop Affiliate Creator Centre and GMV reporting tools
- Meticulous attention to brand compliance – able to review and flag creator content that deviates from brand guidelines
- Experience supporting or hosting livestreams in a client-facing or onsite capacity
