About the Company
Our client is a rapidly growing and dynamic player in the F&B industry, specifically within the competitive beverage sector. Known for their bold brand identity and unconventional approach to marketing, they have successfully built a strong community of loyal consumers. The company fosters a culture of creativity and agility, encouraging team members to push boundaries and challenge traditional industry norms.
About the Role
We are seeking a creative, trendy, and bold Assistant Lead of Content to spearhead the brand's digital presence and community-building efforts. In this role, you will be responsible for defining the content strategy and leading execution across multiple social platforms. You will play a pivotal part in shaping the brand’s voice, ensuring it remains at the forefront of pop culture while deeply resonating with the local community.
Key Responsibilities
Develop and execute a comprehensive content strategy across all social media platforms, with a primary focus on TikTok, Instagram, and Threads.
Lead the creation of high-impact, quirky, and innovative content that differentiates the brand from competitors.
Manage influencer relationships and collaborations to expand brand reach and engagement.
Build and nurture an active online community, fostering deep engagement through interactive and culturally relevant content.
Oversee the end-to-end campaign process, ensuring all digital touchpoints align with the overall brand narrative.
Utilize strong copywriting skills to craft compelling captions, scripts, and P.R. materials that reflect the brand's unique personality.
Manage and mentor a team to ensure high-quality creative output and professional growth.
Monitor social media trends and pop culture shifts to ensure the brand remains relevant and "top of mind" for urban and mass Malay audiences.
Requirements
A Bachelor’s degree in Marketing, Communications, Creative Media, or a related field.
Proven experience in brand management or content leadership, preferably within a growth-stage F&B or FMCG company.
Deep expertise in social media strategy and execution, specifically within the TikTok, Instagram, and Threads ecosystems.
A strong understanding of the Malay community (both urban and mass market) and local cultural nuances.
Hands-on experience in content creation, influencer management, and community building.
A bold and quirky creative mindset with the courage to execute unconventional ideas.
Previous experience in team management and a track record of leading creative projects.
A natural curiosity for social media trends, pop culture, and digital innovation.
Experience coming from a client-side background is highly preferred.
A personal passion for the beverage industry (coffee, matcha, or milk tea) is a significant plus.
