About upGrad
upGrad is a global leader in online higher education, empowering professionals to upskill and advance their careers through world-class programs in collaboration with top universities. At upGrad Vietnam, we bring this mission to life locally, helping learners unlock their potential and achieve their goals.
Role Summary
The Content & KOL Management Executive will support upGrad's growth in Vietnam by producing localized content, managing influencer/KOL collaborations, and coordinating campaigns with regional and central teams. This role blends content creation, KOL sourcing/activation, and cross-functional project management tailored for the Vietnam market.
Role Responsibility
Content Strategy, Creation & Localisation
- Localize and adapt global content to suit the Vietnam market while maintaining brand consistency.
- Translate, refine, and develop marketing copy: ads, landing pages, program communication, emailers, scripts, and social content.
- Create talking points, briefs, and messaging for KOLs and campaign executions.
- Repurpose user stories, testimonials, and content assets into creatives for sales and marketing funnels.
- Collaborate with central creative and brand teams for alignment and approvals.
KOL & Influencer Management
- Identify, evaluate, and onboard KOLs/influencers aligned with target learners.
- Brief KOLs on messaging, deliverables, talking points, and content angles.
- Manage influencer deliverables end-to-end: content review, timelines, approvals, and compliance with brand guidelines.
- Track and measure KOL performance (reach, engagement, traffic, leads, CPA).
- Maintain and continuously update a database of potential and active KOL partners.
- Suggest new influencer strategies based on trends and audience insights in Vietnam.
Cross-functional & Regional Coordination
Work closely with Singapore/India central teams on:
- Creative & design assets
- Brand guidelines
- Content and communication approvals.
- Messaging alignment for campaigns and programs.
- Ensure timelines, deliverables, and campaign launches are aligned across teams.
Reporting & Insights
- Track content performance and KOL campaign metrics.
- Prepare weekly/monthly reports with insights and recommendations for optimisation.
- Analyse Vietnam market trends to propose new creative formats and influencer directions.
Skills Required
- Excellent communication skills (Vietnamese + English).
- Strong copywriting and content localisation ability.
- Hands-on experience with influencer/KOL management.
- Understanding of social media platforms and content trends in Vietnam.
- Strong coordination skills and ability to manage multiple stakeholders.
- Basic design capability (Canva).
- Familiarity with CRM tools and Microsoft Office / Microsoft 365 (Word, Excel, PowerPoint, Outlook)
Qualifications
- Bachelor's degree in Marketing, Communications, Business, or related fields.
- 3-5 years experience in content, influencer marketing, or digital marketing.
- Experience in ed-tech or education marketing is a plus.
What We Offer
- Competitive salary
- Dynamic and collaborative work culture
- Strong career growth opportunities in a global edtech company
- Training and development programs to enhance skills
Office: 170 Tran Quang Khai, Tan Dinh Ward, HCMC
Working Hours: 9 AM 6 PM (Monday Friday)
Employment Type: Full-time
