Senior Lead (Content & Social Media Marketing)

Unique Value Add:

1. Drives demand generation for business results through content and social strategy, using data and stakeholder alignment to improve conversion while maintaining a strong brand.

2. Builds and manages a clear, compelling brand narrative, using insights to create content that strengthens brand perception, engages audiences, and improves the customer journey.

Accountabilities:

1. Content Strategy & Business Alignment

Develop and own the end-to-end content and social media strategy aligned to brand narrative, commercial objectives, and customer journey stages, from awareness through to conversion.

2. Brand Narrative & Perception

Build and maintain a clear and consistent brand voice across all content and platforms.

3. Stakeholder Management

Work closely with teams in the Brand, Communications & Group Marketing Division and business stakeholders to align on messaging and campaign priorities.

4. Campaign Execution

Lead and deliver integrated campaigns across different channels, ensuring consistent messaging.

5. Content & Design Development

Create and guide content and visual design, ensuring all outputs are high quality, on-brand, and effective across platforms.

6. Performance Data Analytics & Optimization

Establish KPIs and measurement frameworks, lead deep performance analysis across content and social channels (engagement, reach, conversion, attribution). Translate insights into actionable strategies that continuously improve effectiveness.

7. Conversion Acceleration & Funnel Optimization

Drive demand generation initiatives to shorten the content-to-conversion cycle by optimizing content formats, channel mix, audience targeting, and user journeys, balancing immediate performance with long-term brand building.

8. AI Use

Use AI tools to improve content creation, personalization, and performance analysis. Apply AI to scale content, improve targeting, and speed up decision-making, while ensuring quality, brand consistency, and responsible use.

JOB REQUIREMENTS

a) Academic Education and Work Experience

• Bachelor's degree in Marketing, Communications, Design, or related field

• 8–12+ years of experience in content, social media, brand communications, or design

• Proven experience in leading data-driven content strategy and delivering integrated content and visual campaigns

b) Skills

• Strong strategic thinking and storytelling skills, with the ability to translate business goals into clear and engaging content

• Proven experience in content planning and editorial leadership across multiple social media channels

• Ability to develop and deliver visual design and creative assets, including social media content, campaign visuals, and basic motion or video

• Strong understanding of major social media platforms (e.g., LinkedIn, Instagram, TikTok) and how to use them effectively

• Experience in using data and analytics to track performance and improve content and campaign outcomes

• Strong stakeholder management and influencing skills, with the ability to work across teams and align priorities

• Experience in leading teams and managing external agencies to deliver high-quality work

c) Personal Attributes

• Creative and data-driven mindset

• Good command of the English language. Mandarin would be a plus.

• Strong sense of ownership and accountability

• Collaborative and able to work effectively across teams

• Adaptable and comfortable in a fast-paced environment

• High attention to detail with a strong focus on brand consistency