Senior Marketing Executive - Social Media & Content

YGF BLESSING PTE. LTD.; Singapore; On-site; SGD 60,000 - 90,000; Full time

Job summary

YGF BLESSING PTE. LTD. is seeking a proactive Social Media Planner & Content Lead to shape and execute our brand voice across Instagram, Facebook, TikTok and Xiaohongshu.

You will manage content calendars, collaborate with designers and local partners, and ensure campaigns align with regional priorities and market needs. In this role you will develop captions, adapt content for multiple platforms, monitor trends, and report on performance.

Qualifications

• At least 3 years of marketing/social media experience.
• Ability to independently plan and manage brand social media content from ideas to publishing.
• Strong working knowledge of Instagram, Facebook, TikTok, and Xiaohongshu (RED).
• Strong English copywriting and storytelling 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 and deadlines.
• Hands-on approach, attention to detail, and willingness to support marketing activities.
• Ability to work independently within a small regional team.

Responsibilities

• Develop content ideas, monthly calendars, and platform-specific plans aligned with brand objectives and local market priorities.
• Manage assigned social media channels, including Instagram, Facebook, TikTok, and Xiaohongshu (RED).
• Support setup and development of official accounts in priority markets, including access, workflows, and content guidelines.
• Manage publishing, comments, and direct messages, coordinating with local teams on enquiries and escalating sensitive issues.
• Monitor platform developments and trends, turning insights into content opportunities.
• Independently develop captions, campaign messages, scripts, and creative briefs.
• Adapt content for different platforms, audiences, languages, and cultural contexts while maintaining 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 creators and coordinate briefs, deliverables, publishing schedules, and performance tracking.
• Maintain an organised library of approved content and assets.
• Work with Marketing Manager to execute product launches, festive promotions, store openings, partnerships, and local activations.
• Take ownership of campaign tasks, coordinating timelines, materials, vendors, and delivery.
• Liaise with Operations, stores, malls, and franchise partners to support execution.
• Assist with event preparation, on-site activities, and post-campaign reporting.
• Support preparation and distribution of marketing toolkits for local teams and franchise partners.
• Coordinate production and adaptation of marketing materials and basic content/layout changes as needed.
• Gather local market information and adapt regional campaigns to local preferences and calendars.
• Track deliverables and raise delays or resource needs early.
• Track performance metrics and report with practical recommendations.

Skills

Social media planning

Content creation

English copywriting

Analytics interpretation

Project coordination

Independent work

Tools

Canva

Adobe Photoshop

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 ti