Xiao Hong Shu (XHS) Content & Lead Conversion Coordinator

Heart Springs Holdings Pte Ltd; Singapore; Remote; SGD 30,000 - 50,000; Full time

Job summary

Heart Springs Holdings Pte Ltd is seeking a proactive Xiao Hong Shu Content & Lead Conversion Coordinator to manage our brand on XHS. You will create engaging content, respond to inquiries, and convert interactions into qualified leads and appointment opportunities for our beauty and wellness outlets in Singapore.

This is a fully remote position with a focus on content management, customer engagement, and lead generation.

Qualifications

• Fluent Chinese writing with engaging XHS content.
• Strong English for internal comms.
• Experience managing Xiao Hong Shu accounts.
• Familiarity with XHS trends and algorithms.
• Experience responding to customer enquiries and turning enquiries into leads.
• Basic photo editing and video editing skills.
• Well-organised and able to work remotely.
• Background in beauty, skincare or wellness marketing preferred.

Responsibilities

• Create and publish engaging XHS content (posts, captions, short videos).
• Respond to customer enquiries and convert into leads and appointments.
• Coordinate with Singapore teams for visuals and promotional materials.
• Monitor performance metrics and report weekly/monthly.
• Ensure timely lead handover and follow-ups.
• Maintain consistent content posting schedule.

Skills

Chinese proficiency

English proficiency

XHS content management

Canva

CapCut

Communication skills

Beauty marketing

Remote work

Tools

CapCut

Canva

Job description

Job Overview

We are seeking a proactive and results-driven Xiao Hong Shu (小红书) Content & Lead Conversion Coordinator to manage our brand's presence on XHS.

The ideal candidate will be responsible for creating and managing engaging content, responding promptly to customer enquiries, and converting potential customers into qualified leads and appointment opportunities for our beauty and wellness outlets in Singapore.

This is a fully remote position with a strong focus on content management, customer engagement, and lead generation.

Employment Type: Full-Time

Work Arrangement: Remote / Offsite

Working Days: Tuesday to Saturday

Working Hours: 10:00 AM - 7:00 PM (including 1-hour meal break)

Key Responsibilities

1. XHS Content Management

• Plan, create, publish, and manage engaging XHS content, including posts, captions, and short-form videos.

• Develop content that promotes our beauty, facial, massage, and wellness treatments.

• Research trending topics, keywords, hashtags, and content formats relevant to Singapore's beauty and wellness market.

• Optimise content to improve account visibility, engagement, and organic enquiries.

• Coordinate with the Singapore team to obtain photos, videos, treatment information, and promotional materials.

• Maintain a consistent content posting schedule.

2. Customer Enquiry Management & Lead Conversion

• Actively monitor and respond to customer enquiries, comments, and private messages on XHS.

• Provide prompt, professional, and persuasive responses to potential customers.

• Explain treatment benefits, promotional offers, pricing, and outlet locations accurately.

• Proactively identify customer needs and recommend suitable treatments.

• Convert enquiries into qualified leads by obtaining relevant contact details with customer consent and encouraging appointment bookings.

• Follow up with interested customers to maximise conversion opportunities.

• Coordinate with the Singapore outlet teams to ensure proper lead handover and appointment follow-up.

3. Account Performance & Reporting

• Monitor account performance, including content views, engagement, follower growth, and enquiries.

• Track and maintain accurate records of customer enquiries, qualified leads, and appointment conversions.

• Prepare weekly performance updates and monthly reports.

• Recommend improvements to content strategy, customer engagement, and lead conversion.

• Monitor competitor accounts and identify opportunities to improve brand visibility.

Job Requirements

• Prior experience managing Xiao Hong Shu (小红书) business or brand accounts.

• Strong written Chinese proficiency, with the ability to create natural, engaging, and persuasive XHS content.

• Working proficiency in English for internal communication and understanding marketing materials.

• Familiarity with XHS platform trends, algorithms, user behaviour, and account management practices.

• Experience responding to customer enquiries and converting enquiries into sales leads.

• Basic photo editing, graphic design, and video editing skills (e.g., Canva, CapCut).

• Strong communication skills, initiative, and ability to work independently.

• Well-organised, responsive, and comfortable working remotely.

• Experience in beauty, skincare, spa, or wellness marketing is strongly preferred.

Working Arrangements & Expectations

• Full-time remote position, supporting a Singapore-based beauty and wellness business.
• Working schedule to be aligned with Singapore business hours.
• Required to monitor and respond promptly to customer enquiries.
• Flexible working arrangements may be considered, provided content deliverables and enquiry response standards are consistently met.

• Regular coordination with the Singapore management and outlet teams is required.

Key Performance Indicators (KPIs)

Performance will be assessed based on:

• Consistent and timely publication of quality XHS content.

• Growth in relevant content reach, engagement, and customer enquiries.

• Prompt response to customer messages and comments.

• Number and quality of leads generated.

• Conversion of customer enquiries into appointment opportunities.

• Accuracy of lead tracking, reporting, and follow-up.

• Proactive suggestions for improving account performance and lead conversion.