Manager - Affiliate Marketing & KOL Management

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Job Purpose

The Manager – Affiliate & KOL Management owns the affiliate strategy and grows the programme for our brand partners. It involves identifying, managing, and maintaining relationships with KOLs and affiliate partners to enhance brand visibility, engagement, and sales The role is expected to set targets, builds performance-driven programmes, and uses data to improve GMV, conversion and ROI across the creator and affiliate base.

Job Responsibilities

1. Strategy & Ownership

• Act as the subject-matter lead for affiliate and creator marketing in the markets it supports: guide colleagues, share best practice and set the standard for programme quality.

• Own relationships with clients and brand stakeholders for affiliate programmes: present strategy and results, manage expectations and handle escalations.

• Standardise processes, playbooks and reporting so programmes are repeatable and scale across brands.

1. Affiliate Marketing & Analytics

• Develop and execute affiliate strategies for each market that increase brand visibility and sales, on different channels (eg Tiktok, Lazada, Shopee etc) as aligned with the brand.

• Set affiliate programme structure for each brand: commission tiers, product seeding rules, sample allocation, performance incentives and bonus mechanics.

• Identify and recruit influencers and content creators to join the affiliate program

• Build and maintain a healthy affiliate pipeline: set recruitment targets, track activation rates, and retire or re-engage inactive creators.

• Collaborate with affiliates to create and optimise content that aligns with brand messaging.

• Run affiliate-driven LIVE selling programmes, including scheduling, host coordination and performance review.

• Monitor affiliate quality and compliance, and take action on off-brand content, misleading claims or non-compliant promotion.