Content Specialist

Reports To: E-commerce Manager

Core Purpose: To own and execute the creative strategy behind paid advertising (primarily Meta and TikTok) to drive customer acquisition and online sales. This is a performance-driven role, not a traditional social media management job.

Key Responsibilities

1. Paid Creative Strategy & Testing

• Develop weekly creative concepts, hooks, angles, and scripts based on market research, competitor analysis, and customer pain points.
• Maintain a structured creative testing pipeline to iterate on winning concepts and prevent ad fatigue.

2. Briefing & Copywriting

• Write detailed, executable briefs (covering objectives, target audience, hooks, scripts, shot lists, and CTAs) for formats such as UGC, product demos, static/carousels, problem/solution, and offer ads.
• Write high-converting ad copy, headlines, video scripts, and UGC talking points.

3. Collaboration with PPC Manager & Editors

• With PPC Manager: Analyze ad performance metrics (CPA, ROAS, CTR, CPC, conversions) to determine why ads succeed or fail and what to test next.
• With Editors: Provide creative direction, set expectations on pacing/overlays, review drafts, and provide actionable revision feedback.

4. UGC, Affiliate & Creator Management

• Source and manage UGC creators, coordinate product seeding, guide scripting, and secure usage rights for paid ads.
• Support and develop the affiliate/ambassador network (especially on TikTok) by providing talking points, tracking deliverables, and scaling high-performing affiliate content.

5. E-Commerce & Cross-Functional Alignment

• Apply understanding of customer behavior across Shopify, Shopee, Lazada, and TikTok Shop to influence creative conversion
• Share winning creative insights (hooks, formats, messaging) with the organic marketing team for mutual strategy alignment

Key Requirements & Qualifications

Experience: Background in creative strategy, performance creative, paid social, or e-commerce marketing

Platform Knowledge: Strong expertise in Meta Ads, TikTok Ads, TikTok Shop, Shopify, Shopee, and Lazada

Skills: Excellent copywriting, creative briefing, data analysis, short-form video concepting, and UGC/creator management

Mindset: Commercial and analytical—evaluates creative based on sales and performance metrics rather than aesthetics alone