Senior Marketing Executive — Social Media & Content

Key Responsibilities

Social Media Planning & Operations

• Develop content ideas, monthly calendars, and platform-specific plans aligned with brand objectives, marketing campaigns, and local market priorities.
• Manage assigned social media channels, including Instagram, Facebook, TikTok, and Xiaohongshu (RED).
• Support the setup and development of official accounts in priority markets, including account access, publishing workflows, and content guidelines.
• Manage publishing, comments, and direct messages, coordinating with local teams on customer enquiries and escalating sensitive issues.
• Monitor platform developments, cultural trends, and competitor activity, turning relevant insights into content opportunities.

Content Development & Creator Collaboration

• Independently develop captions, campaign messages, short-form video concepts, scripts, and creative briefs.
• Adapt content for different platforms, audiences, languages, and cultural contexts while maintaining a consistent brand identity.
• Coordinate content production with designers, photographers, videographers, agencies, and local partners.
• Support on-site content capture during store visits, launches, and events.
• Identify suitable creators and KOLs/KOCs, and coordinate briefs, deliverables, publishing schedules, and performance tracking.
• Maintain an organised library of approved content, brand assets, and reusable templates.

Campaign & Store Marketing Support

• Work with the Marketing Manager to execute product launches, festive promotions, store openings, partnerships, and local activations.
• Take ownership of assigned campaign tasks, coordinating timelines, materials, vendors, and delivery.
• Liaise with Operations, stores, shopping malls, and franchise partners to support consistent execution.
• Assist with event preparation, on-site activities, and post-campaign reporting.
• Support the preparation and distribution of marketing toolkits for local teams and franchise partners.

Brand Materials & Regional Coordination

• Coordinate the production and adaptation of marketing materials, including posters, menus, digital assets, and in-store displays.
• Make basic content and layout adaptations using approved templates, with support from design resources where required.
• Gather local market information, store feedback, and content from regional partners.
• Help adapt regional campaigns to local consumer preferences, festive calendars, and business needs.
• Track assigned deliverables and raise potential delays or resource requirements early.

Performance Tracking & Improvement

• Track social media reach, engagement, audience growth, video performance, and relevant traffic or conversion metrics.
• Prepare regular reports with practical recommendations to improve content and campaign performance.
• Test new formats, messages, and creative approaches, and share learnings with the team.
• Support campaign reporting by consolidating content results, store feedback, and available business data.

Requirements

• At least 3 years of relevant experience in marketing, social media, content, or digital communications.
• Demonstrated ability to independently plan and manage brand social media content, from ideas through to publishing and review.
• Strong working knowledge of major social media platforms, including Instagram, Facebook, TikTok, and Xiaohongshu (RED), and their different audiences and content formats.
• Strong English copywriting, storytelling, and communication skills.
• Ability to interpret basic social media analytics and translate findings into actionable improvements.
• Strong organisation and coordination skills, with the ability to manage multiple tasks, deadlines, and stakeholders.
• A hands-on approach, attention to detail, and willingness to support both digital and on-site marketing activities.
• Ability to work independently within an agreed brief and collaborate effectively in a small regional team.

Preferred Qualifications

• Experience in F&B, restaurants, retail, lifestyle, or consumer brands.
• Experience supporting marketing across multiple markets, particularly Southeast Asia.
• Photography, short-form video filming, and editing skills.
• Basic design skills using Canva, Adobe Photoshop, Illustrator, or equivalent tools; familiarity with CapCut, Premiere Pro, or similar video editing software.
• Experience with creators, store openings, events, or in-store marketing materials.
• Familiarity with paid social campaigns and social media management tools.
• Mandarin proficiency to support Chinese-language content and coordination with headquarters; additional Asian language skills are also welcome.
• A portfolio showcasing social media content, campaigns, or accounts you have managed would be an advantage. Please highlight your personal contribution to the work.

Key Performance Indicators

• Quality, consistency, and timely delivery of social media content
• Relevant audience growth, engagement, and video performance
• Community response quality and timely issue escalation
• Timely and accurate delivery of assigned campaign tasks and marketing materials
• Effective coordination with stores, vendors, and regional partners
• Quality of reporting and improvements made from performance insights
• Specific targets will be agreed based on market priorities, account maturity, and available resources.