Job Description

:
: Community Activation Director
Location: Singapore (covering Southeast Asia)
Reports to: Head of Community
About Supermom
Supermom is a fast-growing martech startup - and one of only 14 Singaporean companies featured on the 2025 Forbes Asia "100 to Watch" list - connecting brands with millions of parents across Southeast Asia.
Our mission is to support modern parents through trusted communities, authentic content, and meaningful experiences. Beyond community and content, we're also building the future of parenting with AI-powered tools like MomGenie, the world's first AI parenting companion.
By combining data, technology, and empathy, we help parents find clarity, confidence, and connection in their parenting journey. If you're excited about how creativity and technology can come together to make a real difference, Supermom is the place for you.
About the Role
The Community Activation Director is responsible for turning Supermom's communities into living, breathing growth engines.
While our community teams focus on building belonging and trust, this role focuses on activation - converting community energy into content, creators, commerce, and campaigns.
You will lead the strategy and execution for:

• Influencer & creator activation

• UGC generation at scale

• Affiliate & referral monetisation

• Paid amplification via communities

This role sits at the intersection of community, creators, performance marketing, and revenue, ensuring Supermom's trusted mom ecosystem becomes a powerful channel for brands and growth.
Key Responsibilities
Community Activation Strategy

• Develop and own the regional community activation strategy across Singapore, Malaysia, and Indonesia.

• Design frameworks to turn members into creators, advocates, and affiliates.

• Define scalable activation playbooks that can be localised by market teams.

Influencer & Creator Management

• Build and manage a strong network of mom creators, micro-influencers, and key opinion moms (KOMs).

• Design creator tiers, incentive structures, and progression pathways.

• Oversee creator recruitment, onboarding, briefs, and performance tracking.

UGC & Content Engine

• Drive consistent, high-quality UGC creation from community members.

• Build systems and challenges that encourage moms to share stories, reviews, and experiences.

• Work closely with Content and Brand teams to ensure UGC aligns with Supermom's editorial and brand standards.

Affiliate & Community Commerce

• Own and grow affiliate marketing via the community.

• Design commission structures, referral mechanics, tracking systems, and incentive models.

• Partner with Product and Tech teams to optimise attribution, tracking, and payout flows.

Campaign Amplification via Community

• Activate communities as a scaled media channel for paid and organic campaigns.

• Work closely with Brand Partnerships and Sales teams to translate client briefs into authentic community-led executions.

• Ensure campaigns within communities feel trusted, valuable, and aligned with Supermom's values.

Offline & Hybrid Activations

• Design and execute offline community activations, meet-ups, workshops, pop-ups, and brand experiences.

• Work with partners and sponsors to turn events into both brand-building and revenue-generating initiatives.

• Build replicable event playbooks for multiple markets.

Data & Performance Management

• Define and own activation KPIs, including:

• Creator output

• UGC volume & quality

• Affiliate revenue

• Conversion from community to customer

• Campaign performance

• Use data to continuously optimise creator cohorts, content formats, incentives, and campaign mechanics.

Team & Cross-Functional Leadership

• Lead and mentor a small regional activation team.

• Work closely with Marketing, Revenue Performance, Events and Partnerships, Sales, and Product teams to ensure seamless execution.

• Train local market teams on activation frameworks and best practices.

Qualifications & Experience

• 8+ years' experience in influencer marketing, community activation, creator management, or growth marketing.

• Proven experience building and scaling creator and affiliate ecosystems.

• Strong understanding of UGC, social commerce, affiliate mechanics, and attribution.

• Experience working across Singapore, Malaysia, and Indonesia.

• Track record of translating community trust into commercial impact without damaging brand equity.

• Highly organised, data-driven, and execution-oriented.

• Passionate about creator economy, motherhood communities, and social-driven commerce.

Skills Required