As the Influencer Marketing Lead, you contribute towards driving engagement with our brand target audience, the Fashion Aspirer; ultimately leading to a str5onger brand and increased sales within the East Asia region. Working towards aligned and cross-functional goals, driving omni sales performance and customer centricity in all parts of your work, you are responsible for planning and implementing all influencer marketing activations to drive the engagement layer, ensuring seamless adaptations of global strategies to cater for local market preferences. You work closely with the full Sales Market team, ensuring seamless adaptation of global strategies to cater for local market preferences to oversee end-to-end planning and fulfilment of the engagement layer, working closely with stakeholders to identify and plan always-on and key campaign activations. You drive engagement in relevant social channels with the Fashion Aspirer and integrate H&M into key cultural moments.

You have a passion and in-depth knowledge of the creator landscape, particularly in short-form platforms such as TikTok and Instagram Reels. You understand influencer ecosystems and follow digital/social media marketing trends. Most importantly, you know how to leverage cultural insights and develop campaigns that will embed the H&M brand into the conversation. Being an exceptional leader, you have strong stakeholder management – collaborating with external agencies, internal functions, and local sales market teams according to H&M values, standards and policies in collaboration with the global H&M Strategy & Planning teams.

Key Responsibilities

• You are responsible for leading regional influencer campaigns, ensuring continuous engagement with fashion aspirers and identifying key moments to maximize attention and drive impact while aligning global strategies with regional commercial plans.
• You oversee influencer marketing budget, optimizing allocations to hit KPIs, collaborating with agencies and local teams for effective budget tracking and campaign execution.
• You stay on top of cultural trends and integrate insights into campaigns, ensuring content resonates with local audiences and aligns with H&M’s brand identity.
• You are responsible for collaborating with agencies and top influencers in alignment with campaign goals, to ensure timely, high-quality deliverables that meet the short- and long-term goals.
• You track, report and optimize campaign performance based on metrics, providing actionable insights for continuous improvement and stronger business results.

To be successful in the role as Influencer Marketing Lead, you should have a customer-centric mindset that is creative, attention-to-detail, with the ability to think outside the box to drive success. You lead with an ambitious and pragmatic approach and have a proven track record of driving holistic 360 management of campaigns. You are a business-driven, customer-focused leader with strong collaboration and a genuine interest in the fashion industry.

What you need to succeed:

• Proven track experience in influencer marketing, particularly with Regional markets.
• Deep knowledge of social media platforms, influencer ecosystems, and digital marketing trends.
• Passionate about understanding and connecting with the audience/customer to create engaging activations.
• Strong organizational & project management skills, with the ability to handle multiple projects simultaneously.
• Analytical mindset with the ability to track, assess, and optimize campaign performance based on insights.
• Excellent communication and stakeholder management skills, with the ability to inspire and inform teams.
• Experience managing budgets and allocating resources to deliver maximum impact.
• High level of English. Any additional local language, both spoken and written, is meriting.
• Fluent in Microsoft Office – Word, Excel, and PowerPoint.

This is a full-time position, reporting to the Regional Strategy & Planning Manager.

This position is based in Singapore, but open to Malaysia, Vietnam, Philippines, Korea, and Japan.

If you feel that your experience, skills and ambitions are right for this role, please send your application as soon as possible. Due to data policies, we only accept applications through career page.