Senior Executive - Digital & Social Media

Responsible for developing and executing digital marketing and social media strategies to strengthen brand awareness, drive consumer engagement and support business growth.

The role will oversee the brand's social media platforms, digital content planning, online campaigns and community engagement, while supporting integrated trade marketing initiatives across retail and e-commerce channels. The position will work closely with the PR \& Event Executive, Graphic Designer and relevant internal and external stakeholders to ensure effective marketing execution and consistent brand communication.

**Key Responsibilities**

**Digital Marketing \& Campaign Management**

* Develop and execute integrated digital marketing campaigns to support brand awareness, product launches, consumer engagement and commercial objectives.
* Develop digital marketing strategies across relevant platforms, including Instagram, TikTok and RedNote.
* Coordinate digital advertising campaigns to drive brand awareness, traffic, engagement and sales.
* Monitor campaign performance and recommend optimisation strategies based on data insights.

**Social Media Management \& Content Strategy**

* Manage brand official social media platforms, including Instagram, TikTok and RedNote.
* Develop monthly social media content calendars aligned with brand priorities, campaign themes and product marketing objectives.
* Create engaging content concepts, captions, copywriting and storytelling that communicate brand positioning and product benefits.
* Oversee daily platform management, including content publishing, community engagement and audience interactions.

**Content Development \& Influencer Content Amplification**

* Develop creative content ideas and briefs for social media campaigns, product launches and always-on brand communications.
* Coordinate with the PR \& Event Executive to amplify KOL/KOC content, influencer collaborations, product reviews and event coverage.
* Identify opportunities to leverage user-generated content (UGC), consumer testimonials and product experience content.
* Work with the Graphic Designer and external agencies to ensure timely delivery of digital content and campaign materials.

**E-Commerce \& Digital Platform Support**

* Coordinate digital marketing assets and content requirements for e-commerce platforms, including Shopee, Watsons and Sephora.
* Support online campaign planning, product launches, promotional communications and platform visibility.
* Work with relevant internal teams and retail partners to ensure consistency of brand messaging across online platforms.

**Trade Marketing \& Commercial Activities**

* Plan and execute trade marketing strategies and promotional activities across retail and e-commerce channels to support brand positioning and sales objectives.
* Coordinate trade promotions, campaign mechanics, seasonal promotions, product bundles and gift-with-purchase (GWP) initiatives with retail and e-commerce partners.
* Coordinate retail marketing activities, including in-store activations, product displays, POSM, visual merchandising and consumer engagement initiatives.
* Work closely with retail partners, e-commerce teams, sales teams, agencies and internal stakeholders to ensure effective campaign execution and timely delivery of marketing requirements.

**Budget Management, Reporting \& Performance Analysis**

* Manage assigned digital and trade marketing budgets, ensuring effective utilisation within approved allocations.
* Prepare regular digital and social media performance reports, including reach, engagement, follower growth and campaign effectiveness.
* Analyse campaign results, audience insights, sales performance and competitor activities to identify opportunities for improvement.
* Provide actionable recommendations to strengthen marketing effectiveness and support business growth.

**Requirements**

**Qualification**

* Bachelor's Degree in Marketing, Digital Marketing, Mass Communications, Business or a related field.

**Experience**

* Minimum 4 years of relevant experience in digital marketing, social media management or brand marketing.
* Experience in beauty, skincare, FMCG or lifestyle industries will be an advantage.
* Hands-on experience managing Instagram, TikTok and other social media platforms.
* Experience in digital advertising, influencer content amplification and campaign reporting.
* Experience in trade marketing, retail promotions or e-commerce marketing will be an advantage.

**Skills \& Competencies**

* Strong understanding of social media platforms, digital marketing trends and consumer behaviour.
* Excellent content planning, copywriting, storytelling and communication skills.
* Good analytical skills with the ability to interpret performance data and derive actionable insights.
* Strong project management and coordination skills, with the ability to manage multiple campaigns simultaneously.
* Creative mindset with good visual sense and understanding of brand positioning.
* Proactive, independent, detail-oriented and able to work in a fast-paced environment.