Influencer marketing manager

What does an influencer marketing manager do?

An influencer marketing manager plans and runs campaigns in which creators promote a brand to their followers.

You choose creators, agree what they will make, manage the budget and report the results.

The role usually sits in a marketing or brand team at a company in Singapore. It also exists in social, PR and media agencies that run campaigns for clients. It often reports to a marketing manager or head of brand.

You work with brand managers, social media managers, paid media specialists, creators and their agents. You also deal with legal and finance teams on contracts and payments.

What the work involves

• Search for creators whose audience matches the brand, and check their past work and follower quality.
• Write campaign briefs and agree deliverables, timelines and fees with creators or their agents.
• Review draft posts and videos against brand guidelines and advertising disclosure rules before they go live.
• Track reach, engagement, clicks and sales during the campaign, and adjust the plan if results fall short.
• Boost the best creator content with paid ads on TikTok and Meta.
• Report results to the marketing team and note what to change in the next campaign.

Pay in Singapore

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Skills an influencer marketing manager needs

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Influencer marketing manager job description

A Singapore brand or agency is hiring an influencer marketing manager to plan and run creator campaigns on TikTok, Instagram, YouTube and other social platforms.

You will select creators, manage budgets and contracts, and report on results. You will work closely with the social, brand and paid media teams.

Responsibilities

• Set influencer campaign goals and plans that match the brand's wider marketing objectives.
• Research, shortlist and vet creators for audience fit, content quality and brand safety.
• Negotiate rates, usage rights and deliverables with creators, agents and talent agencies.
• Write briefs and review content drafts before posting.
• Make sure paid partnerships are clearly disclosed in line with Singapore advertising guidelines.
• Manage the campaign budget and track spend against plan.
• Set up tracking through links, promo codes and platform analytics to measure results.
• Work with the paid media team to turn strong creator posts into TikTok and Meta ads.
• Use social listening tools to follow brand mentions, sentiment and risks during campaigns.
• Build and keep up a list of creators the brand has worked with, with notes on past results.

Requirements

• Diploma or degree in marketing, communications, business or a related field.
• Typically 3 to 5 years in social media, PR, digital marketing or an influencer agency.
• Proven experience running paid creator campaigns from brief to report.
• Working knowledge of TikTok Ads, Meta Ads and a social listening tool such as Sprout or Meltwater.
• Strong English writing and negotiation skills. Mandarin, Malay or Tamil can help for campaigns aimed at those audiences.

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Influencer marketing manager career path

Most people reach this job through social media, PR or digital marketing roles.

From here, you can move into broader brand or marketing leadership.

1. Marketing executive

   Entry

   You support campaigns by sourcing creators, tracking posts and preparing reports.

2. Influencer marketing specialist

   Mid

   You run smaller campaigns on your own and handle creator contracts and payments.

3. Influencer marketing manager

   Senior

   You own campaign strategy and budgets, and you manage creator and agency relationships.

4. Senior influencer marketing manager

   Lead

   You lead a small team and set influencer plans across several brands or products.

5. Head of social and influencer marketing

   Head

   You set the social and creator strategy for the organisation and manage the overall budget.

The titles are ones commonly used in Singapore; employers may name the levels differently.

Related jobs and their pay

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Influencer marketing manager interview questions

We wrote these questions from the skills this job needs. They are not an official question bank.

1. How do you choose creators for a campaign with a clear target audience?

   What a good answer covers

   • Starts from the audience: age, location, interests and platform habits
   • Looks at engagement quality and comment authenticity as well as follower count
   • Reviews past brand work and content style for fit
   • Checks brand safety, including past controversies
   • Shortlists a mix of creators and tests before committing a large budget

2. You have a fixed budget for a product launch. How would you split it between nano, micro and macro creators?

   What a good answer covers

   • Links the split to the goal: reach favours larger creators, trust and conversion often favour smaller ones
   • Explains cost per creator and the effort of managing many small deals
   • Keeps part of the budget for boosting top content and for contingencies
   • Sets expected results for each tier and reviews them during the campaign

3. How do you measure whether an influencer campaign worked?

   What a good answer covers

   • Sets metrics by objective: views and reach for awareness, clicks and codes for sales
   • Uses tracked links, promo codes and platform analytics
   • Sets a baseline before the campaign starts
   • Is open about the limits of attribution, such as people who see a post and buy later
   • Records lessons for the next campaign

4. How would you use creator posts in paid ads on TikTok or Meta?

   What a good answer covers

   • Gets usage rights and an agreed ad period in the contract
   • Uses the platform's tools for running ads from a creator's post, such as TikTok Spark Ads or Meta partnership ads
   • Tests several posts with small budgets and keeps the best performers
   • Watches frequency and comments, and pauses ads that tire out

5. How would you set up a Meta ads test to compare two creator videos?

   What a good answer covers

   • Keeps the audience, budget and run time the same for both videos
   • Changes one element at a time
   • Picks one main metric, such as cost per click or cost per sale
   • Waits for enough data before choosing a winner
   • Applies the result to the next round of briefs

6. How would you use a social listening tool like Sprout or Meltwater during a campaign?

   What a good answer covers

   • Sets up tracking for brand name, campaign hashtag and creator names
   • Reads sentiment and the topics people raise, as well as volume
   • Sets alerts for sudden spikes in negative mentions
   • Shares findings with the brand and PR team quickly
   • Uses results to adjust messaging or pause a post

7. What goes into a creator brief and a creator contract?

   What a good answer covers

   • Campaign goal, key message, must-say points and things to avoid
   • Deliverables, formats, posting dates and approval steps
   • Payment terms and what happens if work is late or not accepted
   • Usage rights, exclusivity and how long posts must stay up
   • Disclosure requirements and what to do if a post needs to be taken down

8. How do you spot fake followers or inflated engagement?

   What a good answer covers

   • Checks for sudden follower jumps and engagement that is out of line with audience size
   • Reads comments for generic or repeated replies
   • Looks at where the audience is based against the target market
   • Uses analytics screenshots from the creator or an audit tool
   • Asks for past campaign results and compares them with the numbers

9. How do you use ChatGPT in your work, and what would you never paste into it?

   What a good answer covers

   • Uses it for first drafts of briefs, outreach messages and caption ideas, then edits them
   • Checks facts and brand tone before anything is sent
   • Keeps personal data of creators or customers out of it
   • Keeps unreleased product details and confidential contract terms out of it
   • Follows the company's AI use policy

1. A creator in your live campaign posts something offensive on their personal account. What do you do?

   What a good answer covers

   • Checks the facts and captures the post before it is removed
   • Alerts your manager, PR and legal teams straight away
   • Pauses scheduled posts and paid boosts involving the creator
   • Reviews the contract for conduct and termination clauses
   • Agrees a public response with the team before acting

2. Two weeks before launch, your budget is cut by 30%. How do you adjust the plan?

   What a good answer covers

   • Confirms the campaign goal and which results matter most
   • Ranks creators by expected return and cuts or renegotiates the lowest
   • Considers fewer deliverables or a shorter run time instead of weaker creators
   • Offers product or affiliate deals where suitable
   • Tells stakeholders what the cut will change in the expected results

3. A creator's video got a million views but sales barely moved. Your manager asks if the campaign worked. What do you say?

   What a good answer covers

   • Separates awareness results from sales results
   • Checks the call to action, link placement and landing page
   • Reviews audience fit and where viewers were based
   • Looks for delayed effects in search or repeat visits
   • Proposes changes to test next

1. Tell us about a time a creator disagreed with your brief or rate. How did you handle it?

   What a good answer covers

   • Describes the situation and what each side wanted
   • Listened first and explained the brand's reasons
   • Found a compromise that kept the campaign goal
   • Kept the relationship in good shape for future work

2. Describe a campaign that underperformed. What did you change afterwards?

   What a good answer covers

   • Gives the target and the actual result with numbers
   • Names the likely causes, such as creator fit, message or timing
   • Shows what was tested or changed next
   • Shares the lesson with the team

1. How do you make sure paid creator posts in Singapore are properly disclosed?

   What a good answer covers

   • Refers to the Advertising Standards Authority of Singapore (ASAS) guidelines on advertising and social media
   • Requires clear labels, such as the platform's paid partnership tool or a plain tag, placed where viewers see them
   • Puts the disclosure rule in the brief and contract
   • Checks drafts and live posts, and asks creators to fix any gaps

2. You run a giveaway where people enter with their name, email and phone number. What do you check under the Personal Data Protection Act (PDPA)?

   What a good answer covers

   • Collects only the data needed for the giveaway
   • Tells people why the data is collected and gets consent for marketing use
   • Shares entrant data with creators only with a clear reason and consent
   • Keeps the data safe and deletes it when it is no longer needed
   • Checks Do Not Call rules before sending marketing messages by phone

Common questions about an influencer marketing manager job

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