Digital Marketing Manager （TikTok）

About Unichi

Unichi is an Australian wellness and beauty brand headquartered in Sydney, with a growing footprint across Asia-Pacific and Southeast Asia. We focus on creating premium wellness and beauty products that connect product efficacy, consumer needs, and brand storytelling.

As we continue to expand in Southeast Asia, we are building a stronger regional marketing engine across TikTok, social commerce, creator partnerships, and livestream-led consumer engagement. This is an exciting opportunity to join a growing brand at an early stage of SEA expansion and help shape how Unichi connects with consumers across the region.

General Position Statement

The Digital Marketing Manager (TikTok) will be responsible for driving TikTok-led brand engagement and social commerce growth across Southeast Asia. This role will cover TikTok content planning, creator/KOL partnerships, product seeding, affiliate collaboration, livestream-related initiatives, campaign execution, and performance optimisation across key SEA markets.

The role requires someone who understands the TikTok ecosystem, creator-led marketing, social commerce, and local consumer behaviour across Southeast Asia, with the ability to connect content, community engagement, and commercial outcomes.

1. TikTok & Social Commerce Strategy, SEA

• Develop and execute TikTok and social commerce plans across key Southeast Asia markets.
• Support brand awareness, product education, consumer engagement, and sales conversion through TikTok-led initiatives.
• Build monthly and quarterly TikTok activity plans, including content themes, creator collaborations, campaign calendars, livestream support, and performance tracking.
• Identify market-specific opportunities across SEA and adapt TikTok strategies based on local consumer behaviour, platform trends, and business priorities.
• Monitor TikTok platform updates, competitor activities, content formats, creator movements, and social commerce trends across the region.

1. Content Planning & Product Seeding

• Plan TikTok content angles and product storytelling suitable for different SEA markets.
• Work with creators, agencies, and internal teams to develop short-form video content that supports brand and campaign objectives.
• Manage product seeding initiatives to increase brand visibility, trial, user-generated content, and creator-led product education.
• Localise messaging, content direction, and product selling points based on market needs while maintaining brand consistency.
• Review content performance and provide recommendations on hooks, formats, messaging, product education, and creative direction.

1. Creator, KOL & Affiliate Partnerships

• Identify, recruit, and manage suitable TikTok creators, KOLs, affiliates, and content partners across SEA.
• Build and maintain a regional creator pool across different tiers, including paid creators, gifting creators, affiliate partners, and livestream creators.
• Coordinate collaboration terms, deliverables, timelines, content usage, campaign mechanics, and performance expectations.
• Work with local partners or agencies where needed to support creator sourcing, negotiation, execution, and performance tracking.
• Track creator performance, including content output, engagement, traffic, conversion contribution, and ROI where applicable.

1. Livestream & Campaign Support

• Support TikTok livestream-related initiatives across SEA, including brand livestreams, creator livestreams, and affiliate-led live commerce activities.
• Coordinate product selection, campaign mechanics, key selling points, briefing materials, and livestream preparation.
• Work with sales, e-commerce, product, and operations teams to ensure campaign readiness, stock availability, pricing alignment, and promotional support.
• Adapt livestream and campaign mechanics based on local market behaviour, platform norms, and consumer expectations.
• Review livestream and campaign performance, and identify areas for improvement.

1. Performance Tracking & Optimisation

• Track TikTok performance across content, creator collaborations, livestream initiatives, and campaign activities.
• Analyse key metrics such as reach, engagement, traffic, conversion, GMV contribution, CPA, ROAS, and creator ROI where applicable.
• Work with internal or external paid media partners on TikTok paid boosting, Spark Ads, and performance optimisation where required.
• Provide regular regional reports, market insights, and action plans to improve TikTok channel effectiveness.
• Compare performance across markets and identify scalable practices, creator models, and content formats.

1. Cross-functional Collaboration

• Work closely with brand, digital marketing, e-commerce, sales, product, and operations teams to support regional product launches and campaign execution.
• Coordinate with local agencies, creators, vendors, and platform partners to ensure smooth delivery across markets.
• Share SEA market insights, competitor updates, creator trends, and platform opportunities with internal stakeholders.
• Support regional social commerce initiatives and contribute to the development of scalable TikTok operating models.

• Bachelor’s degree in Marketing, Communications, Business, or related discipline.
• 4–7 years of experience in social media, influencer marketing, creator partnerships, social commerce, digital marketing, or e-commerce.
• Hands-on experience with TikTok campaigns, creator/KOL collaborations, content seeding, livestream initiatives, or social commerce projects.
• Strong understanding of TikTok content formats, creator ecosystem, short-form video trends, and campaign performance metrics.
• Experience managing campaigns across Southeast Asia markets is preferred.
• Experience in beauty, wellness, personal care, FMCG, lifestyle, health supplements, or consumer goods is preferred.
• Familiarity with TikTok Shop, affiliate marketing, Spark Ads, livestream commerce, or paid media is a plus.
• Strong project management, communication, negotiation, analytical, and stakeholder coordination skills.
• Able to work in a fast-paced, hands-on, and commercially driven environment.
• Fluent English is required; additional Southeast Asian languages are a plus.