Job Description

About us

Love, Bonito is Southeast Asia’s leading womenswear brand, built with a mission to empower women to find confidence through style. Incorporated in 2010 in Singapore, we’ve since grown from a humble online startup into a multi-channel business with over 20 stores and counting across Asia and a thriving online presence.

For the next decade, we are looking to expand through new categories, markets, wholesale partnerships, and brand acquisitions. We are evolving into a next-generation regional consumer group — one that blends heart with performance, and creativity with technology.

At our core, we’re a team of builders, dreamers, and doers who believe culture is more than words on a wall — it’s how we show up every day. We move fast, stay curious, and take bold bets on ideas and people we believe in. Here, you’ll find a community that challenges you to grow, trusts you to lead, and celebrates you for being you. Together, we’re shaping the future of Asian brands — from right here in Southeast Asia, to the world.

Why join us?

At Love, Bonito, you’ll do more than just a job — you’ll help build a movement. We’re creating an organization that’s lean, bold, and full of heart — where every person has the space to make an impact. Here’s what you can expect:

• Purpose with performance We’re building a world-class Asian brand that competes globally. We hold ourselves to high standards and operate with purpose, integrity, grit and excellence. Join us if you take customer service excellence seriously and are passionate about creating real impact!

• Growth that’s real We are known to be incredibly dynamic and fast-paced. You’ll be expected to learn fast, stretch beyond your comfort zone, and work alongside people who challenge and support you in equal measure. Don’t join us if you’re looking for a comfortable, fully structured setup, but do join us if you’re excited to build, shape, and make an impact together!
• Culture at our core If you’re looking for a no-corporate-BS environment, you’ll fit right in. We lead with empathy, celebrate individuality, and believe that great work comes from trust, not titles. We believe in teamwork and effective collaboration - because when we run together, we go further. If this speaks to your values, come join us and be part of #TeamLB!

Join us as we redefine what it means to build an enduring global consumer group.

The Role

You will be responsible for designing, steering, and continuously improving Love, Bonito’s global

social & influencer strategy. You will play a key role in supercharging the brand’s social & influencer growth across key global social media platforms such as but not limited to Instagram, TikTok, Facebook and more (such as XHS, Threads, and other emerging channels) through thoughtful and refreshing content and storytelling. You will serve as global social & influencer brand guardian, and collaborate closely with Love, Bonito’s key markets (SG, HK, PH, ID, MY) to build and strengthen Love, Bonito’s global community and presence. Reporting directly to the Global Brand Marketing Manager, you will analyse, report, and optimise social & influencer channels performance to ensure overall business & brand health goals are attained.

You should have / be

• A passion for full-funnel growth with superior analytical acumen
• A genuine interest in fashion and general female consumer products
• An ability to think & work strategically and systematically
• A self-starter, resourceful, proactive and hands-on approach. Get it done right, and fast!
• Strong project management, multitasking and execution abilities
• Strong communication skills to inspire and influence internal stakeholders (HQ or Markets) communication and persuasion skills with both internal and external stakeholders
• Lives and breathes our brand values: People Matter; Go Above & Beyond; Be Bold, Be Creative; Always Keep It Real; Growth Mindset; We’re Better Together!

Main Responsibilities

Global Social & Influencer Strategy

• Lead Love, Bonito’s global social & influencer strategy across Instagram, TikTok, Facebook, Threads, XHS, and emerging platforms such as Livestream
• Define channel strategies, content pillars, and growth plans aligned with brand and business goals
• Spot trends, platform shifts, and cultural moments to keep the brand relevant and differentiated
• Drive fresh, social-first storytelling and content innovation
• Monitor community sentiment, conversations, and cultural trends to inform strategy

Social Content & Storytelling

• Oversee the development of engaging, platform-native, and performance-driven content
• Lead end-to-end content ideation, creative direction, and optimisation across campaigns and always-on channels
• Ensure consistency in brand voice, storytelling, and visual identity globally
• Partner closely with Brand, Creative, and Production teams to execute impactful social campaigns
• Must be comfortable with being in front of the camera

Influencer Marketing

• Build and scale Love, Bonito’s global influencer and creator strategy
• Identify and manage relationships with creators across key markets
• Develop influencer frameworks, briefing processes, and campaign playbooks, and best practices for local markets
• Oversee end-to-end creator campaigns from strategy, selection, to reporting

Global Brand Governance & Market Collaboration

• Serve as the global social & influencer brand guardian across all markets
• Partner closely with SG, HK, PH, ID, and MY teams to align on campaigns and priorities
• Provide strategic guidance while enabling local relevance and market nuance
• Create clear guidelines and toolkits to drive strong execution across regions

Performance, Analytics & Optimisation

• Track, analyse, and optimise social and influencer performance across channels and markets
• Define KPIs and reporting frameworks tied to brand and business goals
• Translate insights into actionable recommendations and continuous improvements
• Drive a strong test-and-learn culture across content and creator strategies

Leadership & Cross-Functional Collaboration

• Lead and develop a lean and mean global social & influencer marketing team
• Collaborate across Brand, CRM, Performance Marketing, and Commercial teams
• Champion a social-first and creator-first mindset across the organisation
• Stay ahead of shifts in social, fashion, creator, and consumer trends globally

Critical success factors & key challenges

• Social & influencer channel performance:
• Traffic, NSBR, CR%, NC
• Followership, Reach, Engagement, Brand SoV
• Management of Global Social & Influencer Marketing Budget
• Global Social & Influencer Operations Excellence
• Team retention

You may not be a fit for this role if you…

• Prefer managing from a distance over hands-on execution
• Aren’t deeply plugged into social culture and trends
• Struggle to balance brand and performance goals
• Prefer slow-moving or highly structured environments
• Are uncomfortable with ambiguity or building from scratch
• Lack strong instincts for compelling social content
• Prefer working independently over cross-functional collaboration
• Miss details in brand voice, storytelling, or execution
• Rely too heavily on agencies or external partners
• Are uncomfortable with data, reporting, or performance optimisation

Requirements

Qualifications & Experience

• 5+ years of relevant work experience in social media & influencer management, preferably in a fast-paced environment or global context and preferably with managerial experience.
• Strong project management skills with the ability to manage multiple priorities and deadlines.
• Excellent communication and collaboration skills, with the ability to work effectively across diverse teams and stakeholders.
• A performance-driven attitude with a hunger and thirst for results.
• Creative thinking and problem-solving abilities.
• A high degree of professionalism, work ethic, judgement and keen attention to detail.
• Familiarity with trends and best practices in social media, digital marketing, and content creation.
• Strong proficiency in a video-editing software such as Premiere Pro/Final Cut Pro/CapCut.
• Must be comfortable with being in front of the camera.
• Experience in photography, videography, and basic graphic design will be a plus!