Social Media Lead - Influencer

Social Media Lead – Influencer

Location: Remote/China

Industry: Global Leading Retail – Omni-channel Fashion

About the Company

Our client is a global retail brand and we provide a wide range of comfortable and on‑trend footwear across the world.

The Role

The Social Media Lead – Influencer serves as the brand's cultural architect and digital storyteller. This role sits at the intersection of brand, community, and content — responsible for elevating how the brand shows up across social channels, building and maintaining creator relationships at scale, and translating social engagement into trust, advocacy, and commercial results.

You will lead the end-to-end influencer and social strategy for the worldwide business. Your remit covers organic social, creator partnerships, paid social amplification, and omnichannel integration — ensuring that every social initiative drives both brand heat and measurable commercial impact.

Key Responsibilities

Influencer & Creator Strategy

• Own the end-to-end influencer marketing strategy, building and scaling a creator ecosystem across all tiers — from VIP celebrities and top-tier influencers to mid-tier creators, micro-influencers, emerging talents, and community ambassadors.
• Develop scalable systems, workflows, and processes for creator recruitment, onboarding, gifting/seeding, contract negotiation, content management, and performance reporting.
• Structure and negotiate commercial partnerships with a deep understanding of pricing models, performance expectations, and ROI — across fee-based, commission-based, affiliate (e.g., LTK, ShopMy), and hybrid models.
• Build and maintain a curated inner circle of creators, celebrities, and niche tastemakers that reflects the brand's fashion-forward positioning and cultural relevance.
• Establish performance frameworks tied directly to new customer acquisition, CAC efficiency, engagement, earned media value, and conversion.

Social Media & Content Strategy

• Build a multi-channel organic social media strategy that prioritises storytelling and positions the brand as a leading voice in culture and lifestyle.
• Lead the concept and execution of high-impact, social-first campaigns and seasonal storytelling that drive organic reach, generate viral moments, and strengthen brand love.
• Partner with Creative, Brand, PR, E-commerce, and Merchandising teams to ensure social content maintains exceptional aesthetic standards, brand DNA, and platform-specific optimisation.
• Identify and activate connections between digital content trends and in-store/offline touch points — ensuring social strategy is fully integrated with the brand's omnichannel retail footprint.
• Collaborate with global franchise partners and cross-functional teams to deliver impactful, synchronised global and regional launches.

Qualifications

Experience

• 8+ years in marketing, with at least 3+ years specifically leading Social Media and Influencer functions.
• Proven experience in influencer marketing, creator partnerships, or brand marketing — ideally both in-house and at an agency.
• Retail, fashion, lifestyle, or consumer brand experience is essential.
• Demonstrated success in building and scaling influencer/creator programs that drive awareness, conversion, and brand affinity.
• Experience in e-commerce and omnichannel retail, with a deep understanding of how social and influencer activity translates into online and offline sales.
• At least 3 years leadership experience
• English is a must

Skills & Competencies

• Deep understanding of the creator economy — including structuring partnerships, negotiating contracts, and navigating the evolving platform landscape.
• Commercial fluency — comfortable pricing deals, negotiating terms, reading performance data, and making ROI-driven decisions.
• Impeccable aesthetic and editorial judgment — ensuring all content is elevated, on-brand, and platform-appropriate.
• Strategic thinking with a builder's mindset — strong bias toward action, accountability, and scale.
• Cross-functional collaboration — proven ability to partner with Creative, Brand, PR, E-commerce, Merchandising, and Paid Media teams.