1. Execute brand and eCom marketing strategies and manage ecommerce investment that will drive customer acquisition and retention through influencer that captures our compelling value proposition.
2. Lead the development and execution of performance-driven influencer strategies across Tmall, Douyin, Xiaohongshu (RED), and WeChat ecosystems. Build and manage a scalable influencer matrix to drive sales conversion, amplify brand IP assets, and maximize ROI for HOKA’s e-commerce business.
3. Provide solid and creative contents to support online marketing content creation, to be used in ECOM product description, ECOM performance marketing touch points (short video & photos), for acquiring quality traffic to achieve sales target.
4. Work with brand marketing PR and social team to ensure all ecommerce marketing deliveries are consistent with brand.
5. Be a driver to support ECOM IP campaigns or projects proactively and raise up self's comments & innovative ideas.
30% Influencer Matrix Development & Management
• Build and curate HOKA’s dedicated influencer database, segmented by platform (Tmall/Douyin/Xiaohongshu), audience alignment, and historical performance data. Prioritize influencers with proven sales conversion capabilities in performance/lifestyle categories .
• Develop tiered influencer partnerships:
◦ Head KOLs: For brand authority and mass reach (e.g., celebrity).
◦ Mid-tier KOLs: For category-specific promotions (e.g., running gear).
◦ KOCs (Key Opinion Consumers): For authentic UGC and long-tail community engagement.
• Implement dynamic evaluation frameworks to track influencer performance (e.g., GMV contribution, ROI, content quality) and optimize resource allocation.
• Be familiar with brand and product GTM strategy and seasonal assets, to make sure all contents communicated through stores and products are well and right with HOKA signature.
• Work with marketing team to set up shooting plans and scopes, and execute well and on time by campaign, by product tier and by touch points, to provide effective and qualified contents to support below usage.
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30% Performance-Driven Influencer Campaigns
• Design end-to-end influencer activations focused on e-commerce sales conversion, including:
◦ Livestream collaborations: work with operation team to set up sessions for product launches/flash sales on Douyin/Tmall, to achieve sales target.
◦ Seed programs: Distribute products to KOCs for authentic reviews and social proof.
. ◦ IP events: support Tmall and Douyin operation team to pitch important resources by douyin/red KOL/KOC to drive traffic to HOKA storefronts, including posts and livestream.
• Negotiate commercial terms with agencies/MCNs, ensuring cost efficiency (e.g., CPS models) and contractual safeguards for content usage rights. And make sure content quality.
10% Cross-Platform Resource Integration
• Synergize influencer content with ecom online marketing: Repurpose high-performing KOL content for e-commerce paid media, PDPs, banners, and storefronts to extend reach.
• Synergize influencer content with brand marketing to reduce cost leverage annual plan, avoid confliction on campaign timing, product description angle and price offering.
• Collaborate with ecom operation and marketing CRM Teams: Integrate influencer campaigns into loyalty programs.
20% Data-Driven Optimization & Reporting
• Monitor real-time analytics (e.g. Tmall databank) to refine strategies based on CTR, CVR, and audience sentiment. Improve paid (热推) during douyin or red (红猫) campaign.
• Deliver monthly performance dashboards showcasing GMV impact, CPO (Cost Per Order), and audience growth, with actionable insights for senior leadership.
10% Budget & Team Leadership
• Manage annual influencer budgets with operation team based on sales and IP plan, ensuring ROI alignment with e-commerce KPIs .
• Mentor agency in influencer sourcing, contract management, and relationship building.