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.

Key Responsibilities

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

Skills, Knowledge & Expertise

• 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.