Job Description

Position Responsibilities:

1. KOL Management & Partnership

• KOL Strategy & Planning
• Develop and maintain a comprehensive regional KOL strategy aligned with ZUS Coffee's brand objectives, campaign calendar and market-specific priorities
• Map out KOL tiers (Nano, Micro, Macro, Mega) per market and define the optimal mix for different campaign types; launches, seasonal, always-on and awareness
• Work closely with the Assistant Manager,Content Strategy to ensure KOL output is integrated into the broader content narrative.
• KOL Sourcing & Onboarding
• Proactively identify and vet KOL candidates across all active platforms (Facebook, Instagram,TikTok, Threads, X, YouTube, Xiao Hong Shu & etc.) and LINE (Indonesia & Thailand), with afocus on authenticity, audience quality, and brand fit.
• Manage relationships with KOL agencies and partners (e.g. Hype Starters, Nano KOLnetworks) to scale outreach across markets efficiently.
• Conduct initial KOL assessments covering engagement rate, audience demographics,content quality, past brand collaborations and risk profile.
• Negotiate and finalise partnership terms including deliverables, timelines, usage rights,exclusivity clauses, and compensation, ensuring terms are commercially sound and brand-safe.
• Campaign Execution & Content Oversight
• Brief KOLs clearly and thoroughly, covering campaign objectives, key messages, mandatory inclusions, content guidelines, and platform-specific requirements.
• Review and approve KOL content before publishing to ensure brand consistency, accuracy,and compliance with regional advertising standards.
• Coordinate seeding logistics, product deliveries, press kits, and event invitations, across multiple markets simultaneously.
• Support regional launches, store openings, and brand activations with targeted KOL presence and content amplification.
• Manage KOL appearances at events, ensuring proper briefing, coordination, and on-ground execution.
• Relationship Management
• Serve as the primary point of contact for all KOL partners, maintaining professional andresponsive communication throughout the partnership lifecycle.
• Build long-term relationships with key creators and brand advocates, nurturing them beyond transactional campaigns.
• Maintain an up-to-date regional KOL roster with performance history, content archives, ratecards, and relationship notes.

2. Community Building & Engagement

•  Community Strategy
• Develop and execute a regional community engagement strategy that reinforces ZUS Coffee's brand positioning and deepens audience loyalty across digital touchpoints.
• Define community goals per market, including growth targets, engagement benchmarks, and sentiment objectives, and translate these into actionable monthly plans.
• Work with the content strategy team to ensure community-facing content is platform-appropriate, culturally relevant, and tonally consistent with the ZUS brand voice
• Platform Management & Engagement
• Monitor and actively engage ZUS Coffee's online community across all active platforms,managing brand presence, tone, and responsiveness consistently across each channel
• Core platforms across all markets: Facebook, Instagram, TikTok, Threads, X, YouTube and Xiao Hong Shu
• Respond to community interactions in a timely and brand-appropriate manner across all platforms, escalating issues or sensitive conversations to the relevant stakeholders promptly.
• Identify and engage with organic brand advocates, superfans, and micro-creators who arealready talking about ZUS Coffee; building relationships before formalising partnerships.
• Work with local market teams to tailor platform approaches based on regional user behaviour, platform culture, and language preferences.
• Stay ahead of platform updates, new features, and format shiftfts (e.g. new content types,algorithmic changes) that may impact community strategy across each market.
• UGC & Brand Advocacy
• Surface and curate high-quality user-generated content (UGC) from the community for use across ZUS Coffee's owned channels.
• Develop a UGC programme with clear guidelines, incentives, and reposting protocols to encourage consistent community participation.
• Identify brand storytelling opportunities from the community, real customer moments, local cultural touchpoints, and creator spotlights, and brief these into the content pipeline.
• Community Activations
• Conceptualise and coordinate community-driven campaigns, giveaways, challenges, and interactive activations that generate buzz and drive participation.
• Collaborate with the events and partnerships team on community meetups, fan experiences,and pop-up activations.
• Track activation outcomes and feed learnings back into future community planning.

3. Reporting & Analytics

• KOL Perfoformance Reporting
• Track all KOL campaign deliverables and performance metrics end-to-end, including reach,impressions, engagement rate, story views, link clicks, saves, and estimated earned mediavalue.
• Compile post-campaign reports for every KOL activation, including performance breakdown by creator, content type, and market, with clear commentary on what worked and what didn't.
• Present campaign findings and strategic recommendations to the Assistant Manager,Content Strategy on a regular basis, flagging underperformers early and proposing optimisations.
• Community Analytics
• Monitor community health metrics across platforms, including follower growth, engagement rate, reach, sentiment, and share of voice, and report on these weekly or bi-weekly as agreed.
• Use social listening tools to track brand mentions, identify emerging conversations, and surface insights that can inform content strategy or campaign direction.
• Flag unusual spikes in negative sentiment or reputational risks to the wider team promptly.
• Market Intelligence & Benchmarking
• Conduct regular competitor benchmarking on KOL strategy, community engagement, and influencer content quality across the SEA F&B and lifestyle space.
• Stay current on platform algorithm changes, creator economy trends, and regional digital marketing developments that may impact ZUS Coffee's approach.
• Consolidate regional market data into unified dashboards or trackers that provide a clear cross-market view for leadership.

4. Cross-Functional & Cross-Market Collaboration

• Work closely with the Assistant Manager, Content Strategy to align KOL and community planswith the broader regional content calendar and campaign rollouts.
• Collaborate with local market teams (Malaysia, Singapore, Indonesia, Philippines, Thailand) to ensure regional strategies are adapted for local relevance and execution feasibility.
• Coordinate with the creative and video production teams to brief,
• review, and align on KOL content requirements for co-produced assets. 
• Liaise with the brand and campaign teams to ensure KOL and community activities are integrated with above-the-line and below-the-line marketing efforts.
• Support ad hoc regional marketing priorities as directed by the Assistant Manager,
• Content Strategy.

Job Requirements

 Qualification and Experiences

• Bachelor's degree in Marketing, Communications, Media Studies, or a related field.
• Minimum 2-4 years of hands-on experience in influencer marketing, KOL management, orcommunity management, preferably within F&B, lifestyle, beauty, or FMCG.
• Proven track record of managing KOL campaigns end-to-end, from brief to post-campaign report, across multiple markets or platforms.
• Experience working with or managing KOL agencies and creator networks.
• Familiarity with influencer marketing platforms & social listening tools (e.g. Meltwater, or similar)
• Strong working knowledge of all active ZUS Coffee platforms, Facebook, Instagram, TikTok,Threads, X, YouTube, and Xiao Hong Shu 
• Excellent project management skills, able to juggle multiple campaigns, markets, and stakeholders simultaneously without dropping the ball.
• Strong written and verbal communication skills in English & Chinese. Bahasa Malaysia, Bahasa Indonesia, Thai or Tagalog is a plus
• Sharp eye for content quality, you know what looks good, what performs well, and what's off-brand.
• Data-literate and comfortable building and reading performance reports; able to translatemetrics into clear business narratives.
• Strong negotiation skills and commercial awareness when dealing with KOLs and agencies.
• Culturally aware and sensitive to regional nuances across Southeast Asian markets.

 a Necessity, not a Luxury 

Skills