Social KOL-KOC Advocacy & Commerce

SOCIAL KOL-KOC ADVOCACY & COMMERCE

LUXASIA · Ho Chi Minh City, Vietnam (Hybrid) · Full-time · Posted 2026-11-09

Workplace: hybrid

Department: Sales & Marketing

Description

LUXASIA is the leading and largest beauty omnichannel brand-builder of Asia Pacific. Since 1986, it has successfully enabled market entry and brand growth for more than 100 luxury beauty brands, the likes of Albion, Aveda, Bvlgari, Calvin Klein, Creed, Diptyque, Hermes, La Prairie, Maison Francis Kurkdjian, Montblanc, Rabanne, Ferragamo, and SK-II. LUXASIA has established Joint Ventures with the likes of LVMH Group, Revlon (for Elizabeth Arden), Puig, Shiseido, and Orveon (for Laura Mercier).  The Group's integrated brand-building capabilities include luxury retail, online commerce, consumer marketing & analytics, and supply chain management. LUXASIA is powered by a diverse and dynamic #OneTeam of 2700 talents across a growing footprint of 15 markets. 

Why Join Us 

At LUXASIA, we believe there is beauty within every talent – that is you.  

We grow you by building your competencies and unleashing your potential. We have curated a vast portfolio of over 100 luxury brands across Asia Pacific, and growing. Your work will enrich the lives of millions of consumers across the region. With us, you get to be an entrepreneur, running the business like it is your very own. We give you the autonomy but not without guidance and genuine care. We are a diverse and inclusive team that is courageously innovative. Together as #OneTeam, we celebrate differences, embrace change, explore new ideas, take risks, fail fast, and drive results. While challenges at work are inevitable, the journey promises to be fulfilling. 

With LUXASIA, an exciting career filled with robust professional growth awaits you. Isn’t that beautiful? 

Role Purpose

The Senior Executive – Social Commerce & KOL plays a key role in accelerating social commerce growth and strengthening brand influence through strategic KOL/KOC partnerships, affiliate marketing and creator-led commerce initiatives.

This role combines Strategic Thinking (turning brand campaign info into social plans) with Action-Oriented Execution (managing content, KOLs/KOCs, affiliate links, and livestreams).

Working closely with Brand, Marketing, E-Commerce and Commercial teams to create engaging social campaigns that build brand equity and generate real revenue. The role combines strong knowledge of Vietnam's beauty creator ecosystem with commercial acumen, data-driven decision-making and a deep understanding of premium and luxury brand positioning.

Key Responsibility

1. KOL/KOC Strategy & Strategic Partnerships

• Develop comprehensive KOL/KOC engagement plans aligned with brand positioning, target consumers, product launches, and commercial priorities.
• Identify, build, and maintain direct, long-term partnerships with beauty influencers, content creators, affiliates, MCNs, and talent agencies across beauty, skincare, makeup, fragrance, and lifestyle categories.
• Lead direct commercial negotiations with creators, MCNs, and partners, covering collaboration fees, affiliate commission rates, content deliverables, usage rights, and contractual terms.
• Independently lead end-to-end campaign execution—from creator briefing and content tracking to cross-functional alignment (Brand, E-Commerce, Retail/O+O) and issue resolution.

2. Social Campaign & Content Strategy (Strategy & Planning)

• 360° Social Roadmap: Translate global brand campaign information into localized, 360-degree social campaign roadmaps, defining key social messages, content pillars, and execution timelines.

• Develop and execute platform-specific content strategies tailored for TikTok (viral trends, creator reviews, shop content), Instagram (high-end visual aesthetics, Reels, luxury storytelling), Threads (real-time conversations, community engagement), and official brand fanpages to drive organic reach and channel growth.

• Oversee all social content deliverables—including video reviews, product seeding, organic posts, affiliate links, and livestream integrations—ensuring full compliance with global luxury brand guidelines and visual standards.
• Act as the primary liaison with external creative and media agencies, managing creative briefs, production schedules, and execution quality.

3. Social Commerce, Affiliate & Livestream Operations

• Develop and execute creator-led social commerce and affiliate activation plans across TikTok Shop and Shopee, optimizing bio links, promotional mechanics, and conversion pathways.  
• Manage creator-led livestream initiatives, overseeing talent selection, content direction, offer coordination, and real-time sales tracking.  
• Optimize product selection, creator mix, campaign timing, and content formats to maximize traffic and commercial revenue contribution.

4. Commercial Performance & Investment Optimization

• Take ownership of campaign performance KPIs, including attributable GMV, affiliate revenue, conversion rates, ROI/ROAS, and Share of Voice (SOI).
• Analyze creator-level and campaign-level data to evaluate investment efficiency and recommend optimal budget allocation across KOL tiers and content formats.  
• Build performance dashboards and post-campaign analysis to provide actionable insights for future campaign optimizations.

5. Cross-functional Partnership & Subject-Matter Expertise

• Act as a key subject-matter expert for KOL/KOC and creator-led social commerce activities.  
• Partner with Brand and E-Commerce stakeholders to recommend suitable creators and activation approaches for different brand and business objectives.  
• Provide professional advice on influencer selection, commercial collaboration models, creator content effectiveness, and social commerce trends.  
• Share industry insights and practical recommendations to strengthen internal KOL/KOC and affiliate capabilities.  
• Support the development and continuous improvement of campaign processes, creator databases, performance tracking, and reporting standards.

Requirements

Education & Professional Experience

• Bachelor's degree in marketing, Business, Communications, E-Commerce or a related field.
• Minimum 5 years of relevant experience in KOL/KOC Marketing, Influencer Marketing, Affiliate Marketing, Social Commerce or Digital Commerce.
• Proven experience independently managing KOL/KOC campaigns and commercially focused social commerce initiatives.
• Strong experience within Beauty, Cosmetics, Skincare, Fragrance, Luxury, Premium Consumer Goods or closely related industries is highly preferred.
• Established relationships with relevant KOLs/KOCs, beauty creators, MCNs and affiliate networks in Vietnam.
• Demonstrated ability to deliver measurable campaign results and improve commercial performance.

Professional & Technical Competencies

• In-depth understanding of Vietnam's creator ecosystem, TikTok Shop, Shopee Affiliate and livestream commerce environment.
• Strong commercial acumen and understanding of GMV, conversion, ROI/ROAS, affiliate economics and creator performance.
• Proven negotiation and partnership-management capabilities.
• Strong analytical skills with the ability to translate performance data into commercially sound recommendations.
• Ability to manage complex campaigns independently with minimal supervision.
• Strong stakeholder management and cross-functional collaboration skills.
• Proficiency in Excel/Google Sheets, campaign analytics and relevant social commerce reporting tools.
• Good command of written and spoken English and Vietnamese.
• Strong understanding of premium/luxury consumer behavior and brand positioning is an advantage.

Benefits

Do you have what it takes to succeed in a fast-paced and intense environment? Do you thrive on challenges? Do you want to bring innovative ideas to life? Are you keen to abandon the status quo, try new things, embrace failures as lessons, recover fast, yet always pursue excellence?

If so, you are the one we are looking for. JOIN US and let’s grow together.

Championing Diversity, Equity and Inclusion

LUXASIA aspires to build a One Team of talents that reflects the diversity of the communities in our operating markets. LUXASIA is committed to providing equal employment opportunities to all individuals, regardless of their race, colour, religion, gender, sexual orientation, age, disability, nationality or ethnic origin, cultural background, social group, marital status, or any other characteristics as provided by law.

To explore other careers opportunities, visit our careers page . If you have a question for us, please drop us an email here.

We regret to inform you that only shortlisted candidates will be contacted. Thank you.

Recruitment Privacy Notice

By proceeding with your application, you confirm that you have read LUXASIA's recruitment privacy notice and consent to the LUXASIA group collecting, processing and disclosing your personal data for purposes specified in the notice.

Note To Staffing Agencies

Please DO NOT contact LUXASIA’s employees or Talent & Excitement (T&E) team in an attempt to present candidates for our roles. LUXASIA has our own panel of appointed agencies that we work with. Any agency who is interested to work with us must obtain prior written approval from LUXASIA’s T&E team before you submit candidates’ resumes, and then only in conjunction with a valid fully executed contract for service and in response to a specific job opening. LUXASIA will not pay a fee to any Agency that does not have such agreement in place. Thank you for your understanding.

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