Senior Marketing Executive Social Media & Content

ygf blessing pte. ltd.; Singapore; On-site; SGD 48,000 - 80,000; Full time

Job summary

YGF BLESSING PTE. LTD. is seeking a hands-on Social Media Specialist to plan and execute content across Instagram, Facebook, TikTok, and Xiaohongshu.

You will manage calendars, adapt messages for diverse markets, and collaborate with designers, photographers, and local partners to sustain a consistent brand voice. You will also support launches, campaigns, and on-site activations while tracking performance, optimizing formats, and maintaining a content library for easy reuse.

Qualifications

• At least 3 years of experience in marketing, social media, content, or digital communications.
• Demonstrated ability to independently plan and manage brand social media content from ideas through publishing and review.
• Strong working knowledge of major platforms (Instagram, Facebook, TikTok, Xiaohongshu/RED) and their audiences.
• Strong English copywriting, storytelling, and communication skills.
• Ability to interpret basic social media analytics and translate findings into actionable improvements.
• Strong organisation and coordination skills with multiple tasks and stakeholders.
• Hands-on approach and willingness to support both digital and on-site marketing activities.
• Ability to work independently within an agreed brief and collaborate in a small regional team.

Responsibilities

• Develop content ideas, monthly calendars, and platform-specific plans aligned with brand objectives and campaigns.
• Manage social channels including Instagram, Facebook, TikTok, and Xiaohongshu (RED).
• Assist with setup and development of official accounts in priority markets and publish content.
• Coordinate with local teams on customer inquiries and escalate issues as needed.
• Create captions, video concepts, scripts, and briefs for campaigns.
• Adapt content for different platforms, audiences, and languages while maintaining brand identity.
• Coordinate production with designers, photographers, videographers, agencies, and local partners.
• Support on-site content capture during store events and launches.
• Identify creators/KOLs, coordinate briefs, deliverables, and performance tracking.
• Maintain an organized library of approved content and assets.
• Collaborate with Marketing Manager on product launches and local activations.
• Coordinate campaigns with stores, malls, and franchise partners; assist with event prep and reporting.

Skills

Social media planning

English copywriting

Analytics

Coordination

Independent planning

Brand awareness

Tools

Canva

Adobe Photoshop

Illustrator

CapCut

Premiere Pro

Job description

Key Responsibilities

Social Media Planning & Operations

• Develop content ideas, monthly calendars, and platform-specific plans aligned with brand objectives, marketing campaigns, and local market priorities.
• Manage assigned social media channels, including Instagram, Facebook, TikTok, and Xiaohongshu (RED).
• Support the setup and development of official accounts in priority markets, including account access, publishing workflows, and content guidelines.
• Manage publishing, comments, and direct messages, coordinating with local teams on customer enquiries and escalating sensitive issues.
• Monitor platform developments, cultural trends, and competitor activity, turning relevant insights into content opportunities.

Content Development & Creator Collaboration

• Independently develop captions, campaign messages, short-form video concepts, scripts, and creative briefs.
• Adapt content for different platforms, audiences, languages, and cultural contexts while maintaining a consistent brand identity.
• Coordinate content production with designers, photographers, videographers, agencies, and local partners.
• Support on-site content capture during store visits, launches, and events.
• Identify suitable creators and KOLs/KOCs, and coordinate briefs, deliverables, publishing schedules, and performance tracking.
• Maintain an organised library of approved content, brand assets, and reusable templates.

Campaign & Store Marketing Support

• Work with the Marketing Manager to execute product launches, festive promotions, store openings, partnerships, and local activations.
• Take ownership of assigned campaign tasks, coordinating timelines, materials, vendors, and delivery.
• Liaise with Operations, stores, shopping malls, and franchise partners to support consistent execution.
• Assist with event preparation, on-site activities, and post-campaign reporting.
• Support the preparation and distribution of marketing toolkits for local teams and franchise partners.

Brand Materials & Regional Coordination

• Coordinate the production and adaptation of marketing materials, including posters, menus, digital assets, and in-store displays.
• Make basic content and layout adaptations using approved templates, with support from design resources where required.
• Gather local market information, store feedback, and content from regional partners.
• Help adapt regional campaigns to local consumer preferences, festive calendars, and business needs.
• Track assigned deliverables and raise potential delays or resource requirements early.

Performance Tracking & Improvement

• Track social media reach, engagement, audience growth, video performance, and relevant traffic or conversion metrics.
• Prepare regular reports with practical recommendations to improve content and campaign performance.
• Test new formats, messages, and creative approaches, and share learnings with the team.
• Support campaign reporting by consolidating content results, store feedback, and available business data.

Requirements

• At least 3 years of relevant experience in marketing, social media, content, or digital communications.
• Demonstrated ability to independently plan and manage brand social media content, from ideas through to publishing and review.
• Strong working knowledge of major social media platforms, including Instagram, Facebook, TikTok, and Xiaohongshu (RED), and their different audiences and content formats.
• Strong English copywriting, storytelling, and communication skills.
• Ability to interpret basic social media analytics and translate findings into actionable improvements.
• Strong organisation and coordination skills, with the ability to manage multiple tasks, deadlines, and stakeholders.
• A hands‑on approach, attention to detail, and willingness to support both digital and on‑site marketing activities.
• Ability to work independently within an agreed brief and collaborate effectively in a small regional team.

Preferred Qualifications

• Experience in F&B, restaurants, retail, lifestyle, or consumer brands.
• Experience supporting marketing across multiple markets, particularly Southeast Asia.
• Photography, short-form video filming, and editing skills.
• Basic design skills using Canva, Adobe Photoshop, Illustrator, or equivalent tools; familiarity with CapCut, Premiere Pro, or similar video editing software.
• Experience with creators, store openings, events, or in‑store marketing materials.
• Familiarity with paid social campaigns and social media management tools.
• Mandarin proficiency to support Chinese-language content and coordination with headquarters; additional Asian language skills are also welcome.
• A portfolio showcasing social media content, campaigns, or accounts you have managed would be an advantage. Please highlight your personal contribution to the work.

Key Performance Indicators

• Quality, consistency, and timely delivery of social media content
• Relevant audience growth, engagement, and video performance
• Community response quality and timely issue escalation
• Timely and accurate delivery of assigned campaign tasks and marketing materials
• Effective coordination with stores, vendors, and regional partners
• Quality of reporting and improvements made from performance insights
• Specific targets will be agreed based on market priorities, account maturity, and available resources.