Overview
The role serves as a human centricity strategic and operational leader responsible for driving brand growth, relevance, meanings through the management of high-impact partnerships with celebrities, KOLs, and IP entities. This role bridges cross-department objectives with excellent execution, ensuring alignment between brand strategies and consumer needs.
Responsibilities
Overall: Lead Mirinda/Bev meal/Pepsi innovation platform platform/ Lay’s Stax/LTO/ Innovation platforms/Gatorade (core) celebrity（traditional celebrity/digital content creator/IP) initiatives across Greater China. Manage celebrity co-op related budget. Including but not limited to…
1. Strategic Partnership Development & Execution
- Identify, evaluate, and propose high-impact celebrity/KOL/IP partnerships that align with consumer needs, brand values, growth strategy.
- Lead all end-to-end partnership lifecycle
- Translate strategies into actionable celebrity content plans
2. Cross-Functional Coordination & Project Management
- Collaborate with Marketing, Legal, Sales, Control, and other Teams to align campaign objectives, timelines, and budgets .
- Manage project timelines and resources, ensuring seamless execution (e.g., tracking content briefing delivery from KOLs, resolving delays.
- Act as a central point of contact for internal stakeholders and external partners, facilitating regular updates and resolving conflicts 。
3. Performance Monitoring & Data-Driven Optimization
- Define and track KPI for partnerships
- Analyze campaign data to identify trends, strengths, and gaps, then propose data-backed adjustments (e.g., reallocating budgets to high-performing KOLs, pivoting content themes).
- Prepare detailed performance reports for line manager, highlighting ROI, lessons learned, and recommendations for future strategies.
4. Relationship & Risk Management
- Cultivate and maintain long-term relationships with celebrities, KOLs, IP owners, and agencies through regular communication, feedback sessions, and partnerships.
- Proactively identify and mitigate risks (e.g., monitoring celebrity/KOL reputations for potential controversies, ensuring IP usage complies with trademark laws, renegotiating contracts for changing market conditions).
- Protect brand equity by ensuring partners adhere to brand guidelines promptly.
5. Budget management: Manage all artist-related budgets, including but not limited to planning and monitoring internal budget process.
Qualifications
1) Degree+ English: Bachelor degree+ and English fluency.
2) Experience:3-5 years in celebrity/KOL/IP management(MCN/entertainment/brand).
3) Skills: Negotiation, cross-team collaboration, data analytics.
4) Industry know-how: F&B KOL/IP ecosystems, legal compliance(ads/data privacy).
5) New media/content & Resilience: content ops, risk mitigation , travel readiness.
6) Creative & Results: Differentiated partnerships, resource allocation for results.
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