About Gently

Gently is a fast-growing personal care brand for babies and kids in Indonesia, committed to gentle formulas, proven efficacy, and promoting a health-conscious lifestyle for families.

We move fast because the needs of millions of Indonesian children can’t wait. At Gently, we value clarity, ownership, and impact—and we believe strong decisions start with strong data.

About the Role

We are looking for a KOL Specialist who is passionate about influencer marketing and building impactful brand partnerships. In this role, you will be responsible for managing the end-to-end KOL collaboration process from sourcing and negotiating with creators to executing campaigns and evaluating performance.

You will work closely with Brand, Social Media, Creative, and Regulatory teams to ensure every collaboration aligns with our brand values, business objectives, and compliance standards. The ideal candidate has a strong understanding of the Indonesian KOL landscape, excellent relationship-building and negotiation skills, and a data-driven mindset to maximize campaign effectiveness and ROI.

What We’re Looking For

• Minimum 1-2 years of experience managing KOLs/influencers, ideally within beauty, skincare, or consumer goods.
• Strong network or familiarity with the Indonesian KOL ecosystem (including TikTok, Instagram).
• Strong negotiation and communication skills.
• Familiar with KOL metrics (ER, CPE, CPV) and performance tracking tools.
• Understanding of product claim regulations (especially for skincare/health categories) to ensure KOL content compliance.
• Detail-oriented, able to manage multiple KOLs/campaigns simultaneously.

What You Will Do

1. KOL Sourcing & Selection

• Research and identify KOLs/influencers that fit target audience and brand positioning (including nano, micro, macro tiers, as well as doctors/specialists for baby care & wellness categories).
• Vet KOL credibility, engagement rate, audience quality, and potential conflicts of interest (e.g. ownership of competing brands).
• Build and maintain a KOL database segmented by category, platform, and historical performance.

2. Negotiation & Contracting

• Negotiate fees, deliverables, and Statement of Work (SOW) with KOLs or their agencies/management.
• Coordinate with the legal team to ensure contracts/MOUs meet company standards and regulatory requirements (particularly around claims in the skincare/health category).
• Manage KOL collaboration budget efficiently against ROI targets.

3. Campaign Management & Briefing

• Develop clear campaign briefs (objectives, key messages, do's & don'ts, timeline) for each KOL collaboration.
• Coordinate content production schedules, review, and approval with KOLs prior to publication.
• Ensure KOL output aligns with brand guidelines, regulatory requirements, and brand tone of voice.

4. Relationship Management

• Build and maintain long-term relationships with KOLs, particularly strategic key opinion leaders (e.g. pediatric specialists for Gently Baby/Kanara).
• Serve as the main point of contact for all communication with KOLs and their management.

5. Reporting & Evaluation

• Track and report performance for each KOL collaboration (reach, engagement, CPE/CPV, sentiment).
• Evaluate KOL effectiveness based on data to inform re-hire or roster elimination decisions.
• Provide KOL strategy recommendations based on insights from past campaigns.

Why Join Gently

• Be part of a mission-driven company creating real impact for families and children
• Work closely with senior leadership and influence strategic decisions
• Fast-paced, growth-oriented environment with high ownership