Regional Manager, Social Media Operations

Agoda Company Pte. Ltd.; Kuala Lumpur; On-site; MYR 350,000 - 600,000; Full time

Job summary

Agoda is seeking a Regional Manager of Social Media Operations to lead social care and online reputation across markets, sites, and partners. You will set strategic direction for the global social customer operations, align with Brand, Marketing, and Product, and ensure a customer-focused, on-brand social presence at scale.

You will drive operational resilience, deploy SOPs, and report updates to leadership while building a high-performing team across regions in a fast-changing digital landscape.

Qualifications

• Requires 10+ years of progressive leadership in multi-site social care operations.
• Proven ability to translate strategy into measurable outcomes across markets and channels.
• Strong stakeholder management and influencing capability, including senior leadership credibility.
• Experience building and scaling operating models across markets and customer segments.

Responsibilities

• Lead multi-country, multi-site social media operations, owning service quality, response and resolution performance, efficiency, resiliency and cost-to-serve.
• Set SOPs for customer engagement across public and private channels with on-brand responses.
• Establish a robust online reputation framework including social listening and sentiment analysis.
• Own and report social operations KPIs such as response coverage, time to respond, sentiment, and escalation rate.
• Define operating model across capacity, language coverage, channel mix, routing, and vendor strategy for 24/7 support.
• Scale social listening, care, and case-management using social media tools and platforms.
• Coordinate cross-functional crisis response with Brand, PR, and other teams; ensure early risk identification.
• Provide timely, executive-ready updates to Agoda leadership on social media trends and performance.
• Design and evolve organization, language pools, shift strategy, and vendor model to meet changing needs.
• Partner with WFM, QA, Training, Analytics to anticipate demand risks and lead timely adjustments.
• Lead and develop Team Managers and broader team, fostering a high-performance culture.
• Develop talent and succession plans; strengthen leadership through coaching and training.
• Drive leadership effectiveness and engagement through skip-levels and team activities.
• Remain calm and make decisive judgments in high-visibility crises, identifying systemic risks.
• Address team performance decisively and in line with Agoda values.

Skills

Stakeholder management

Leadership

Social media operations

Data-driven decision making

Crisis management

Communication

SQL

Tools

Sprinklr

Sprout Social

Meltwater

Job description

Regional Manager, Social Media Operations

About Agoda

At Agoda, we bridge the world through travel. Our story began in 2005, when two lifelong friends and entrepreneurs, driven by their passion for travel, launched Agoda to make it easier for everyone to explore the world.

Today, we are part of Booking Holdings [NASDAQ: BKNG], with a diverse team of over 7,000 people from 90 countries, working together in offices around the globe. Every day, we connect people to destinations and experiences, with our great deals across our millions of hotels and holiday properties, flights, and experiences worldwide.

No two days are the same at Agoda. Data and technology are at the heart of our culture, fueling our curiosity and innovation. If you’re ready to begin your best journey and help build travel for the world, join us.

The Opportunity

The Regional Manager, Social Media Operations will lead Agoda’s social care and online reputation operations across markets, sites, and vendor partners. This role is accountable for delivering consistent, high-quality customer experience across public social channels, review platforms, and emerging digital touchpoints, while protecting and strengthening Agoda’s brand reputation at scale.

You will set the strategic direction and operating standards for CEG (Customer Experience Group) social media customer operations globally, translating Agoda’s priorities into an integrated social roadmap that improves customer outcomes and operational resilience. As the leader of this function, you will partner with Brand, Marketing, Product, and other teams to keep Agoda’s social presence responsive, customer-focused, and on-brand.

This is a high-impact leadership role for an operator who can combine customer obsession, operational discipline, data-driven decision-making, and sound judgment in high-visibility situations.

What You'll Do:

• Lead multi-country, multi-site social media operations, owning service quality, response and resolution performance, efficiency, resiliency and cost-to-serve.
• Set standard operating procedures (SOPs) for customer engagement across public and private channels, ensuring timely, empathetic, accurate, and on-brand responses to inquiries, complaints, reviews, and escalations.
• Establish a robust online reputation management framework, including social listening, sentiment analysis, performance reporting, and early-warning mechanisms.
• Own and report core social operations KPIs, including response coverage, response and resolution time, sentiment, escalation rate, quality, and customer experience outcomes.
• Define the operating model across capacity, language coverage, channel mix, routing, vendor strategy, and 24/7 support to deliver scalable, consistent social care.
• Scale social listening, social care, and case-management capabilities using social media tools and platforms.
• Coordinate cross-functional crisis response with Brand, PR, CEG Operations, and other relevant teams, ensuring early risk identification, clear ownership, and disciplined execution.
• Provide timely, executive-ready updates to Agoda leadership on social media trends, customer impact, viral posts, team performance, and recommended actions.
• Design and evolve the organization, language pools, shift strategy, vendor model, and capability roadmap to meet changing business and customer needs in digital landscape.
• Partner with WFM, QA, Training, Analytics to anticipate demand risks arising from seasonality, launches, policy changes, product feedback, viral trends, and external events, and lead timely operational adjustments.
• Lead and develop Team Managers and the broader team, fostering a high-performance culture with strong leadership capability, execution discipline and talent mobility.
• Develop talent and succession plans while strengthening leadership capability through coaching, mentoring, knowledge sharing, training, and targeted development plans.
• Drive leadership effectiveness and organizational engagement by assessing performance; communicating strategy, business updates, and expectations through skip-level 1:1s and team engagement activities.
• Ability to remain calm and make rational, decisive judgments in high-visibility, ambiguous situations with limited information, including viral or reputational crises, while identifying systemic risks before they escal
• Address team performance decisively, fairly, and in line with Agoda values.

Who You Are:

• 10+ years of progressive leadership experience in large-scale, multi-site, multi-country social care operations within technology, e-commerce, travel, consumer internet, or a high-growth consumer brand.
• Strong strategic thinking combined with exceptional operational execution and the ability to translate strategy into measurable outcomes.
• Proven experience building, scaling, and improving operating models across markets, channels, and customer segments.
• Advance stakeholder management and influencing capability, including credibility with senior leadership.
• Experience leading and developing managers, building high-performing teams, and creating resilient leadership pipelines.
• Strong analytical capability, including the ability to use data to diagnose performance issues, identify emerging risks, and prioritize investment.
• Working knowledge of social media listening, engagement, and case-management tools (e.g. Sprinklr, Sprout Social, or Meltwater)
• Working knowledge of SQL.

Nice to Have:

• Experience working in regulated, high-growth, or highly localized markets.
• Strong experimentation mindset, with experience testing and scaling new service, automation, or engagement models.
• Formal training or certification in process improvement methodologies (e.g., Six Sigma, Lean).

Working Hours: Regular Shiftwith some after-hours/on-call on a need basis for crisis management.

At Agoda, we pride ourselves on being a company represented by people of all different backgrounds and orientations. We prioritize attracting diverse talent and cultivating an inclusive environment that encourages collaboration and innovation. Employment at Agoda is based solely on a person’s merit and qualifications. We are committed to providing equal employment opportunity regardless of sex, age, race, color, national origin, religion, marital status, pregnancy, sexual orientation, gender identity, disability, citizenship, veteran or military status, and other legally protected characteristics.

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