Content & Social Lead

Versuni; Kuala Lumpur; On-site; MYR 120,000 - 180,000; Full time

Job summary

Versuni is seeking a Content & Social Lead to own Singapore and Malaysia content across branded content, owned platforms and self-livestream. You will co‑define strategy with category leads, manage a master calendar across YouTube, Meta, TikTok and XHS, and lead AI-driven content pilots.

You will report to the Head of Marketing SEA and drive content performance, scalability, and a commerce-first approach across markets. This role blends creative leadership with data‑driven optimization.

Qualifications

• 5–8 years in content or social marketing with at least 2 years hands-on in TikTok Shop / social commerce.
• Proven experience briefing and managing content agencies — storyboard review and post-edit feedback.
• Fluency in English; Bahasa Melayu and/or Mandarin an advantage for coverage across markets.
• Fluency in commerce content metrics: hook rate, VTR, CR, GMV and ROAS.

Responsibilities

• Define the content strategy and planning for brand categories and campaigns across platforms.
• Own the content calendar by platform and manage monthly master calendar for owned social and e‑commerce content.
• Brief content agencies, review storyboards, and approve against brand guidelines.
• Manage owned platforms (TikTok, Instagram, Facebook, PDP) with posting cadence and community management.
• Lead performance measurement and optimization of content, GEO, and AI-enabled assets.

Skills

Content marketing

Social commerce

Agency management

Commerce metrics

Livestream scripting

AI content tools

Tools

AI video generation

Avatar livestream

Job description

The Content & Social Lead is the internal owner of the Singapore and Malaysia content engine across branded content, owned platforms and self-livestream. This role will report directly to the Head of Marketing SEA.

1 Content strategy and planning

• Co-own the brand / category content strategy and social content strategy with Marketing Managers for each category (Kitchen, Garment Care, Floor Care, Coffee), and the NPI communications framework and CDJ messaging
• Own the content calendar by platform (YouTube, Meta, TikTok, XHS): one monthly master calendar spanning owned social and e-commerce content, mapped to education (demonstration, recipes, use-case), sales (NPI teasers, offer cuts, mega content) and trends / seasonal moments. Mega content locked T-6 weeks.
• Set category volume sufficiency targets

2 Branded content management

• Brief the content agency monthly with volume targets per hero SKU and hook‑archetype requirements; run storyboard review, rough‑cut and post‑edit feedback, and final approval against brand guidelines.
• Manage the three content sources:adopt and localise from global toolkits; commission market‑origin content for local heroes and occasions; scale proven winners from other markets, including AI creative remixes.
• Own the e‑commerce content lane: PDP gold content, USPs and product FAQs (Marketing Manager approves claims), e‑com key visuals and Shop‑in‑Shop assets
• Scale branded content with AI tools with the enabler; run the in‑market AI content pilot (AI video generation, AI avatar) under brand governance

3 Owned platform management + AI search optimization

• Define the role and content approach of each owned platform — TikTok = discovery + commerce, Instagram = brand + community, Facebook = community + traffic, PDP / storefront = conversion + search capture — with format mix and posting cadence per platform. Marketing Lead approves.
• Run the monthly posting plan from the master calendar; direct the enabler on publishing and community management (scheduling, captions, comment and inbox handling); review platform performance monthly.
• Own generative AI search optimization (GEO) on owned social and PDP content: baseline audit, optimization claims validation with Marketing Managers, and monthly citation / attribution tracking with the Digital Activation Lead.

4 Self - Livestream content management

• Define the role of branded (self‑live) livestream per category against marketing / sales KPIs and hero products, with target live hours.
• Own script development for Self‑live: Session narrative, hero‑SKU demo blocks, talking points, FAQs and run‑of‑show finalization
• Self‑live execution is run by the Livestream & Affiliate Lead; you govern content quality in‑flight (content‑led, not discount‑led)
• Plan the scaling of live hours with livestream AI (avatar live) alongside the enabler, with GPM benchmarks vs human hosts and graduation rules.
• Manage the content agency and enabler as accountable partners with clear deliverables, quality standards and turnaround expectations.

6 Content performance measurement + optimisation

• Run the weekly content scorecard with the Digital Activation Lead — hook rate, VTR, engagement rate, CTR, CR‑assist by asset, lane and source — driving scale / kill decisions and feeding winners to APAC.
• Co‑own creative review & feedback, content effectiveness analysis and measurement & reporting with the Creator Engagement Lead across all content engines; track GEO citation and attribution monthly.

The Skills and Knowledge you’ll bring:

• 5–8 years in content or social marketing with at least 2 years hands‑on in TikTok Shop / social commerce (Shopee Video / Live experience a plus).
• Proven experience briefing and managing content agencies — storyboard review and post‑edit feedback should be muscle memory.
• Fluency in commerce content metrics: hook rate, VTR, CR, GMV and ROAS, not just reach and engagement.
• Livestream literacy — you have written live scripts and run‑of‑shows and understand commerce‑first vs entertainment‑first live.
• Working knowledge of generative AI search / GEO principles and AI content tools (avatar livestream, AI video generation), with an instinct for scaling winners rather than producing one‑offs.
• Category empathy for home and kitchen; English fluency, with Bahasa Melayu and/or Mandarin an advantage for coverage across both markets.

Ready to make an impact?

From developing game‑changing air fryers to perfecting the art of coffee making, Versuni’s purpose is turning houses into homes — and we’re calling on your talent to bring it to life. Join our global team of 6,000+ passionate individuals, work with world‑class brands, and shape the future of home living. We’re ready for you — are you ready for us?