Marketing & Social Media Lead

About the Role

We are seeking a results-driven Marketing & Social Media Lead to spearhead our social media strategy, content development, and community engagement across a portfolio of consumer brands.

This is a key leadership role requiring a blend of strategic planning and hands-on execution. The ideal candidate will have a proven track record in managing multi-brand portfolios and driving growth through content-led marketing on platforms such as TikTok, Instagram, and Xiaohongshu (Little Red Book).

Key Responsibilities

• Social Media Strategy: Own the end-to-end social media strategy for multiple brands, ensuring consistent brand voice and high engagement across Instagram, TikTok, Facebook, and Xiaohongshu.

• Content & Narrative Direction: Develop content calendars and brand narratives; lead the creative direction for campaigns to ensure they align with business growth objectives.

• Influencer & Community Management: Lead influencer (KOL/KOC) marketing initiatives, including selection, negotiation, briefing, and performance analysis.

• Cross-Functional Leadership: Collaborate with Operations, Retail, and Branding teams to integrate online social trends with offline retail activations.

• Performance Analysis: Monitor and analyse social media metrics to optimize campaigns, improve ROI, and provide actionable market insights to senior management.

• Project Management: Manage timelines and workflows for internal content creators and external agencies to ensure high-quality, timely delivery of assets.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related discipline.

• Minimum 4–6 years of relevant experience in social media management, digital marketing, or content strategy.

• Platform Expertise: Advanced understanding of the social media landscape, with specific hands-on expertise in Xiaohongshu (Little Red Book) and short-video ecosystems (TikTok) is highly preferred.

• Multi-Brand Experience: Proven ability to manage marketing initiatives for multiple brands or projects simultaneously in a fast-paced environment.

• Strategic & Hands-on: Ability to operate at a strategic level while being willing to roll up sleeves for execution when necessary.

• Leadership Skills: Experience in managing budgets, vendors, or junior team members is an advantage.

• Excellent communication skills with the ability to work independently and manage stakeholders effectively.