Social Media Manager

Global Aroma Sdn Bhd; Petaling Jaya; On-site; MYR 60,000 - 90,000; Full time

Job summary

Luckin Coffee Malaysia is seeking a Social Media Manager to own end-to-end social channels, crafting engaging content and leading paid campaigns in collaboration with external agencies. You will localise HQ assets for the Malaysian market and drive audience growth and app engagement.

Ideal candidates bring 5–7 years in social media for consumer brands, proven ideation with successful examples, and strong knowledge of performance marketing metrics and attribution across platforms.

Qualifications

• 5–7 years of experience in social media or content.
• 2+ years managing consumer-brand channels at scale (F&B, retail, QSR or beauty).
• Proven track record of original content ideation with examples.
• Solid grasp of performance marketing fundamentals: objectives, targeting, attribution, CPA/CPI/CPM benchmarks.

Responsibilities

• Generate original social content ideas for the Malaysian market; spot and act on platform trends; localise HQ creative and campaign assets; design contest and engagement content that drive audience growth and app engagement; own contest execution end to end.
• Manage day-to-day of all social channels, content calendar planning and publishing; maintain weekly content velocity with monthly campaign anchors; build and maintain internal content playbook, asset library, and tone of voice guide; own platform and account governance.
• Plan and execute paid social campaigns (objectives, audience targeting, placements, budget allocation); manage post boosting decisions; set up and manage campaigns in Meta Ads Manager and TikTok Ads Manager; run A/B tests and optimise against CPA, CPI, CPM, and CTR benchmarks; manage paid social budget and report spend efficiency monthly.
• Act as internal point of contact for the appointed social agency; write and issue briefs; review and approve or reject output against agreed standards; run monthly agency performance reviews; track agency deliverables and flag underperformance.
• Grow follower base across channels against monthly targets; improve engagement quality; monitor competitor activity and category conversation to inform content and campaign planning.
• Ensure campaigns have defined paths to app install, voucher redemption, or order; own tracking hygiene (UTM tagging, app deeplinks, promo code implementation); work with Campaign and Data teams to attribution; coordinate with KOL owner for creator content and usage rights.
• Set response standards and tone for comments, DMs, and review platforms; elevate sentiment risk or complaint patterns to Ops and Product.
• Deliver monthly performance pack covering audience growth, engagement, content performance, paid social efficiency, and campaign-attributed app and order impact; track social spend against budget.

Skills

Social strategy

Content ideation

Paid social

Agency liaison

Analytics & attribution

Team collaboration

Malaysian market fluency

Tools

Meta Ads Manager

TikTok Ads Manager

Job description

Social Media Manager responsible for owning Luckin Coffee Malaysia's social channels end to end, including creative ideation, organic content, and paid social execution. Acts as the internal point of contact with the appointed social agency, driving audience growth, content quality, and commercial contribution. Works closely with Creative, Campaign, and Marketing Ops to ensure social output supports the wider Growth & Marketing calendar.

Key responsibilities

Generate original social content ideas for the Malaysian market; spot and act on platform trends; localise HQ creative and campaign assets; design contest and engagement content that drive audience growth and app engagement; own contest execution end to end (T&Cs, platform compliance, winner selection, prize fulfilment)

Manage day-to-day of all social channels, content calendar planning and publishing; maintain weekly content velocity with monthly campaign anchors; build and maintain internal content playbook, asset library, and tone of voice guide; own platform and account governance (Business Manager access control, admin rights, verification, brand safety)

Plan and execute paid social campaigns (objectives, audience targeting, placements, budget allocation); manage post boosting decisions; set up and manage campaigns in Meta Ads Manager and TikTok Ads Manager; run A/B tests and optimise against CPA, CPI, CPM, and CTR benchmarks; manage paid social budget and report spend efficiency monthly

Act as internal point of contact for the appointed social agency; write and issue briefs; review and approve or reject output against agreed standards; run monthly agency performance reviews; track agency deliverables and flag underperformance

Grow follower base across channels against monthly targets; improve engagement quality; monitor competitor activity and category conversation to inform content and campaign planning

Ensure campaigns have defined paths to app install, voucher redemption, or order; own tracking hygiene (UTM tagging, app deeplinks, promo code implementation); work with Campaign and Data teams to attribute social activity to commercial outcomes; coordinate with KOL owner for creator content and usage rights

Set response standards and tone for comments, DMs, and review platforms; elevate sentiment risk or complaint patterns to Ops and Product

Deliver monthly performance pack covering audience growth, engagement, content performance, paid social efficiency, and campaign-attributed app and order impact; track social spend against budget

About you

5-7 years of experience in social media or content, including at least 2 years running channels for a consumer brand at scale (F&B, retail, QSR or beauty preferred)

Proven track record of original content ideation with examples of self-initiated ideas that performed

Solid grasp of performance marketing fundamentals: campaign objectives, audience targeting, attribution, and CPA/CPI/CPM benchmarks

Experience working with or inside a social agency, with the judgement to grade creative output

Native-level Malaysian market fluency: local humour, trend cycles, festive calendar, Klang Valley vs outstation nuance

What can I earn as a Social Media Manager