Digital & Social Manager (Editorial, Growth & Community)

About uParcel

uParcel was founded in 2015 to make same-day delivery across Singapore predictable with flat-rate pricing. Our clustering technology challenged traditional logistics and unlocked online selling for categories like bakes, fresh produce, frozen goods, and flowers.

Today, uParcel is Singapore's largest same-day delivery provider for Shopee and Lazada merchants, with same-day fulfilment extended to TikTok Shop Live.

Built on this last-mile foundation, we now provide full commerce infrastructure, from customs and marketplace support to warehousing, fulfilment, and international delivery. From first sale to final delivery, businesses only need one partner to scale efficiently.

Role Description

Our team is an Ecommerce Enabler who helps brands succeed across online marketplaces and social commerce channels. We're looking for a Digital & Social Manager to operate as a multi-profile, multi-brand storyteller and content curator, blending editorial taste with business sense.

You will shape how both our internal profiles, as well as our client brands, show up across Meta, TikTok, and Xiao Hong Shu. This involves crafting narratives, visuals, and content ecosystems that build attention, community, and commercial impact.

You will also help build the team as an impact generator, incubating a new generation of local and overseas online brands, with emerging KOLs in Singapore & Malaysia.

This role is not just about content creation. It is about curating perception, building brand worlds, and driving performance through storytelling & community building.

Key Responsibilities

• Act as brand storyteller and content curator across internal and client brand channels
• Build content calendars with both editorial intention and business performance goals
• Conceptualize and produce content across lifestyle, fashion, food, pets, wellness, and other evolving categories, etc.
• Create mobile-first content that drives growth (reach, followers, engagement) and conversion (traffic, sales, marketplace performance)
• Adapt storytelling formats per platform:

(a) Meta: brand narrative, trust-building, community depth

(b) TikTok: discovery-led, trend-responsive storytelling

(c) Xiao Hong Shu: search-driven, aesthetic, review-style content with high purchase intent

• Build systems using agents and generative AI tools for end-end pipeline engine that can support effective ideation and creation at scale
• Develop the engagement strategy, and actively building rapport with audiences (comments, DMs, community interactions) across multiple accounts
• Collaborate with creators / KOLs to expand brand reach and credibility, and assist the brands with Live social commerce.
• Monitor performance metrics and continuously refine content strategy for growth and conversion

Requirements

• Strong visual taste with a magazine-level editorial sensibility (Please attach your personal portfolio)
• Awareness of trends across lifestyle, wellness, and digital culture
• Proven experience growing business / brand accounts 
• Familiar with tools for managing multi-brand, cross-platform content operations
• Strong understanding of content that converts (hooks, storytelling, CTAs, social commerce behaviour)
• Up to date with generative AI tools and orchestrator platforms (e.g. Claude, OpenClaw)
• Proficiency in editing tools 
• Ability to balance creative direction with performance outcomes
• Strong understanding of influencer (KOL) collaboration strategy and ecosystem management
• Diploma / Degree in Design Communications, Communications & New Media, Broadcast Media, Advertising & Integrated Marketing Communications (IMC), Film & Animation Media Arts, Product Design and/or related studies and portfolios

Bonus (Good to have, not mission critical)

• Experience in ecommerce, marketplaces (Shopee, Lazada, TikTok Shop), or social commerce
• Understand the growth algorithm for mainstream channels (Meta, Tik Tok) and alternative communities (Sub-stack, Xiao Hong Shu, Live Streaming)
• Multi-brand or agency experience is a strong advantage