MARKETING EXECUTIVE (CONTENT, KOL & DIGITAL)

Summary of Function:

To create content, run campaigns, and manage our influencer partnerships across our brands. You'll be the main point of contact for KOLs and content creators, produce and publish content that makes people hungry, and turn online buzz into footfall at our outlets. This role suits someone creative and self-driven who can shoot and post a TikTok in the morning, brief a KOL in the afternoon, and still keep a campaign on track.

Essential Duties and Responsibilities:

1. Content Creation

· Plan, shoot, and edit photo and video content for social platforms — food, outlets, events, and behind-the-scenes.

· Write engaging captions, copy, and scripts tailored to each platform and brand voice (English and Mandarin).

· Develop content ideas around new menu launches, seasonal promotions, and trending formats.

· Maintain a consistent content calendar across all brands and outlets.

· Coordinate with designers, photographers, and videographers when larger productions are needed, and handle asset management.

2. Campaign Planning & Execution

· Plan and execute marketing campaigns end-to-end: concept, content, rollout, and follow-up.

· Build campaigns around launches, festive seasons, promotions, and outlet events.

· Coordinate paid social campaigns (Meta, TikTok) — creative, audiences, budget pacing, and optimisation — either directly or with an agency.

· Track campaign performance (reach, engagement, redemptions, footfall) and report on results and learnings.

3. KOL & Influencer Management

· Identify, reach out to, and build relationships with KOLs, micro-influencers, and content creators relevant to our F&B brands.

· Manage the full collaboration process: briefing, scheduling visits or tastings, coordinating deliverables, and following up on posted content.

· Negotiate collaboration terms (paid, barter, or hybrid) and track agreed deliverables against actual output.

· Maintain an organised database of KOL contacts, rates, past performance, and results.

4. Digital & Social Media

· Manage day-to-day communications across digital platforms (Instagram, TikTok, Facebook, RED/Xiaohongshu, WhatsApp, etc.), including comments, DMs, and enquiries.

· Schedule and publish content in line with the brand calendar and ongoing promotions.

· Monitor competitor activity and trending content to keep our brands relevant.

5. Coordination

· Work closely with outlet teams to align promotions with operations and ensure smooth execution on the ground.

· Handle administrative tasks such as content approvals, invoicing for collaborations, and reporting.

Requirements

· Diploma or Degree in Marketing, Mass Communications, Business, or a related field.

· 1–3 years of experience in marketing, content creation, social media, or influencer management (F&B, hospitality, or lifestyle experience is a plus).

· Hands-on content skills: comfortable shooting and editing short-form video and photos on a phone or camera.

· Strong written and verbal communication; able to write copy and reach out to and negotiate with creators.

· Familiar with major social platforms and content trends; experience managing brand accounts preferred.

· Bilingual (English and Mandarin Chinese) strongly preferred, to create content and communicate with both local and Chinese-speaking KOLs and audiences.

· Proficient with content tools such as Canva, CapCut, or similar.

· Organised, able to manage multiple campaigns and deadlines in a fast-paced environment.

Nice to Have

· Existing network of food/lifestyle KOLs and media contacts.

· Experience with paid social (Meta Ads, TikTok Ads) and analytics/reporting tools.

· Basic graphic design or photography background.