Senior Executive, Digital Marketing

Develop, plan, and execute end-to-end KOL and content creator campaigns that align with Guardian’s overall marketing objectives, product launches, and promotional calendars.

Identify, vet, and onboard suitable local Malaysian influencers, content creators, and artistes across various tiers (macro, micro, nano) to build a robust creator ecosystem.

Manage budget allocation and negotiations with KOLs and / or KOL agencies to ensure optimal ROI for all partnerships.

Content Management & Execution

Act as the primary host and liaison, working closely with creators to conceptualize, script, and produce high-quality, engaging content that resonates with the target audience.

Manage all content scheduling and deployment across primary social channels : Meta (Facebook, Instagram, Threads), TikTok, and XHS (Xiaohongshu).

Drive and manage livestreaming initiatives with key creators for quick commerce (q-comm) and social commerce (s-comm) platforms, focusing on driving immediate sales conversions.

Cross-Functional Collaboration & Performance

Collaborate closely with the Social Media Management team to integrate KOL content seamlessly into organic social strategies.

Ensure KOL campaign performance is trackable, measurable, and feeding into broader media strategies, including the boosting of organic posts and social media platform advertising.

Develop and manage a robust KOL Affiliates Program , overseeing enrolment, tracking, payout structures, and performance optimization to drive measurable sales through creator channels.

Work with relevant business units (E-commerce, Retail Operations, Merchandising) to align creator activities with inventory, sales targets, and in-store promotions.

Data-Centric Analysis & Reporting

Monitor, track, and analyze key performance indicators (KPIs) for all creator campaigns (reach, engagement, impressions, conversion rates, and ROI).

Generate detailed, data-driven reports post-campaign, providing clear insights and actionable recommendations for future strategy optimization.

Governance

Ensure brand safety and compliance across influencer activities and ensuring content / messaging meet communication standards and brand guidelines.

Job Requirement

Minimum 2 to 3 years of dedicated experience in Key Opinion Leader (KOL) or Influencer Marketing management.

Proven experience working within the FMCG, E-commerce, Quick Commerce, and Brick-and-Mortar retail sectors is highly preferred.

Strong, demonstrable experience (2-3 years) planning and executing campaigns across Meta (FB, IG, Threads), TikTok, and XHS (Xiaohongshu).

Direct, hands‑on experience hosting and creating content with local Malaysian influencers, content creators, and artistes.

Demonstrated experience managing livestreamers and driving tangible results through quick commerce (q-comm) and social commerce (s-comm) initiatives.

Proven experience with boosting organic social media posts or managing social media platform advertising campaigns.

Experience in launching or managing a KOL affiliates program.

Experience gained either working directly for a KOL / Influencer agency, or in an in-house brand role, or a combination of both.

Exceptional communication and negotiation skills.

Ability to think creatively while maintaining a highly data-centric approach to decision‑making.

Proficiency in tracking tools and analytics platforms relevant to social media and e-commerce.

Highly organized with strong project management and scheduling capabilities.

Company Overview

Guardian is Malaysia’s leading health, beauty, and personal care chain, trusted by customers for offering high-quality products at great value. Over five decades of commitment and service have solidified this trust, beginning with the very first guardian store, a modest 200 square feet at The Weld, Kuala Lumpur, 57 years ago. Today, Guardian operates more than 600 stores across high streets, popular shopping malls, and through our e-commerce platform. Guardian is now part of the DFI Retail Group, a leading pan‑Asian retailer with operations in Malaysia, Brunei, Singapore, Indonesia, Vietnam, and Cambodia.

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