Social Media & Marketing Specialist (F&B Related)

Rapid F & B; Kuala Lumpur; On-site; MYR 100,000 - 150,000; Full time

Job summary

A leading food and beverage group in Kuala Lumpur seeks a Social Media & Marketing Specialist. The ideal candidate will oversee planning, creation, and execution of engaging content across social platforms like Instagram and TikTok, working closely with outlet managers. This hands-on role demands creativity, strong organizational skills, and a passion for the F&B industry. Applicants should possess a diploma in marketing or a related field and have 1–3 years of relevant experience. A strong understanding of various social media tools and trends is essential.

Qualifications

• 1–3 years of experience in social media, digital marketing, or content creation.
• Proven ability to shoot and edit photos and videos.
• Strong understanding of Instagram, TikTok and Facebook.

Responsibilities

• Plan, create and execute social media and marketing activities.
• Develop and manage content calendars for KARLS outlets.
• Coordinate marketing campaigns and events.

Skills

Social media management

Content creation

Graphic design

Video editing

Performance tracking

Influencer coordination

Marketing strategies

Education

Diploma or Degree in Marketing, Communications, Design, Media or related field

Tools

Canva

Adobe Creative Suite

Social media scheduling tools

Job description

Social Media & Marketing Specialist (F&B Related)

You will be responsible for planning, creating and executing social media and marketing activities for all KARLS Group outlets. This is a very practical, content-heavy role – ideal for someone who enjoys being on-site at restaurants and bars, taking videos/photos, editing Reels/TikToks, and designing simple marketing materials.

You will work closely with the Outlet Managers as well as the management team to ensure each brand has a strong, consistent, and distinctive presence online and offline.

Key Responsibilities

• Develop and manage monthly content calendars for all KARLS outlets (Instagram, Facebook, TikTok; others as needed).
• Create high-quality photo and video content: food shots, drinks, ambience, team moments, behind-the-scenes, events, etc.
• Film and edit short-form videos (Reels/TikTok) – including basic transitions, captions, and simple effects.
• Write engaging captions and copy that match each brand’s tone of voice.
• Schedule and publish posts; monitor comments, messages and reviews, and escalate where necessary.

Graphic Design & Marketing Collateral

• Design simple but polished social media visuals, posters, table toppers, EDMs, menus highlights, and event flyers.
• Work primarily with Canva or similar tools; basic Adobe (Photoshop/Illustrator/Lightroom/Premiere) is a plus.
• Ensure all visuals are on-brand and consistent across outlets.

Campaigns, Launches & Events

• Support marketing campaigns for new menu launches, special events, seasonal promotions, collaborations and festive offerings.
• Coordinate with outlet teams to gather information, key selling points and unique stories.
• Assist in on-ground coverage during events (e.g. live stories, quick edits for same‑day posting).

Influencers, KOLs & Partnerships

• Help identify and liaise with influencers, content creators and media relevant to each brand.
• Coordinate visits, media tastings and collaborations (booking slots, preparing brief, ensuring content deliverables).

Performance Tracking & Reporting

• Track basic performance metrics (reach, engagement, follower growth, post performance, campaign results).
• Provide simple monthly reports with learnings and suggestions for improvement.

Brand & Internal Coordination

• Work closely with the Group Marketing/Brand lead and Outlet Managers to align on priorities and messaging.
• Ensure each brand’s content reflects its positioning, target audience and price point.
• Stay updated on F&B trends, social media trends and competitors’ activities.

Requirements

• Diploma or Degree in Marketing, Communications, Design, Media, or related field (or equivalent experience).
• 1–3 years experience in social media, digital marketing, or content creation (F&B / hospitality experience is a strong advantage).
• Proven ability to shoot and edit photos and videos (even if on a phone, as long as quality is strong).
• Comfortable using tools such as: Canva (must have); Basic Adobe Creative Suite (advantage); Social media scheduling tools (advantage).
• Strong understanding of Instagram, TikTok and Facebook – especially what works for Reels and short‑form content.
• Good command of English; Bahasa Malaysia and/or Mandarin is an advantage.
• Organised, able to handle multiple brands and deadlines at once.
• Willing to work some evenings and weekends for events, launches, or content shoots when needed.
• Passionate about food, drinks, design and lifestyle – you actually enjoy being in restaurants and bars.

Other requirements

• Experience in paid social ads (boosting, basic Meta Ads Manager).
• Basic knowledge of email marketing (Mailchimp or similar).
• Experience working with photographers, videographers, agencies or influencers.
• Owns a personal camera (mirrorless/DSLR) – not required, but a plus.

Reporting Line

• Reports to Group Director.
• Works closely with: Outlet Managers, Chefs, Bar Managers, Operations team and Management.