Job Description

About the Role

We are looking for a brand and content leader to shape how a fast-growing consumer platform shows up in the Malaysian market.

As Manager, Brand, Social & Content, you will own the local brand narrative across integrated campaigns, social media, content, public relations, and influencer engagement. Your mandate is to strengthen brand awareness, trust, and preference by translating regional direction into locally relevant stories and experiences.

This role sits at the intersection of brand strategy, creative storytelling, cultural relevance, and performance. You will lead a multilingual team, manage agency and media relationships, and work closely with cross-functional partners to ensure every campaign and content touchpoint contributes to both long-term brand equity and measurable business outcomes.

This is a leadership role for someone who understands the Malaysian consumer deeply, has strong editorial instincts, and knows how to turn cultural and audience insights into campaigns that earn attention and drive action.

Mission

• Build a distinctive and trusted brand presence in the Malaysian market
• Develop locally relevant campaigns and content that strengthen awareness, engagement, and preference
• Establish a high-performing social, content, and communications function grounded in creativity, consistency, and measurable impact
• Develop a strong team of content and social specialists with clear ownership and growth pathways

Key Responsibilities

1. Brand Strategy & Integrated Campaigns

• Develop and execute local brand-building strategies aligned with regional brand direction and business priorities
• Lead integrated campaigns that strengthen brand awareness, trust, consideration, and preference
• Translate consumer insights, cultural trends, and market opportunities into relevant brand initiatives
• Partner with regional brand and creative teams to localise campaign concepts, assets, and messaging for the Malaysian market
• Ensure campaigns are innovative, commercially effective, and capable of building sustainable brand equity
• Maintain consistency with brand guidelines across all communication channels and consumer touchpoints

1. Social Media Strategy

• Own the overall social media strategy across key audience segments and platforms
• Define the role of channels including TikTok, Instagram, Facebook, Xiaohongshu, and emerging social platforms
• Build platform-specific strategies that reflect audience behaviour, content consumption patterns, and cultural relevance
• Oversee social media calendars, publishing rhythms, community engagement, and campaign amplification
• Identify emerging formats, platform trends, and cultural moments that create opportunities for the brand
• Ensure social activity supports both brand-building and customer acquisition objectives

1. Content Strategy & Creative Storytelling

• Lead the planning, development, production, and distribution of content across social, blog, campaign, and marketing communication channels
• Guide the creation of engaging, high-performing content tailored to different platforms, audiences, and languages
• Establish a clear and consistent tone of voice, visual identity, and editorial standard
• Translate business and campaign priorities into compelling consumer stories
• Develop structured content calendars, workflows, and governance processes to improve quality and execution speed
• Partner with internal creative teams, external agencies, creators, and production partners to deliver content at scale

1. Public Relations & Communications

• Develop and execute local public relations and communications plans in partnership with PR agencies and regional communications teams
• Build and maintain strong relationships with journalists, editors, influencers, creators, and key opinion leaders
• Identify proactive media opportunities based on consumer behaviour, industry developments, cultural conversations, and market trends
• Develop compelling story angles, press releases, media materials, spokesperson briefs, and corporate or consumer-facing narratives
• Manage media interviews, press events, brand activations, launches, and other communications initiatives
• Secure positive and relevant media coverage that strengthens brand reputation and positioning
• Support issues management and sensitive communications when required

1. Influencer & KOL Engagement

• Develop a structured influencer and KOL strategy aligned with brand, campaign, and audience objectives
• Identify and cultivate long-term relationships with relevant creators and opinion leaders
• Evaluate potential partners based on audience relevance, brand fit, engagement quality, and commercial effectiveness
• Oversee influencer briefs, content quality, campaign delivery, and performance measurement
• Ensure influencer partnerships remain authentic, locally relevant, and consistent with the brand’s values and messaging

1. Performance, Insights & Optimisation

• Own brand, social media, content, and communications KPIs across all relevant channels
• Establish clear measurement frameworks for reach, engagement, traffic quality, conversion, acquisition, and brand impact
• Track, analyse, and report on campaign and channel performance
• Use audience behaviour, content data, competitor activity, and market trends to refine strategies
• Translate performance data into actionable recommendations for future campaigns and content
• Build a culture of continuous experimentation, learning, and optimisation within the team

1. Cross-Functional & Agency Leadership

• Work closely with Campaign Marketing, Performance Marketing, Business Development, Design, Partnerships, Affiliates, Product, and regional teams
• Ensure brand and content initiatives are integrated with broader commercial and customer acquisition priorities
• Lead projects involving multiple stakeholders, markets, agencies, and external partners
• Manage expectations, timelines, budgets, and deliverables in a fast-paced environment
• Act as the local brand and content authority, providing clear direction and constructive creative feedback
• Ensure agencies and partners deliver against agreed strategic, creative, and performance standards

1. Team Leadership & Development

• Lead, coach, and mentor a multilingual team of content creators and social media specialists
• Set clear objectives, performance expectations, and areas of ownership for each team member
• Build structured development plans through regular coaching, feedback, goal-setting, and career conversations
• Create opportunities for team members to lead projects and expand their strategic and creative capabilities
• Establish efficient ways of working across content planning, production, approvals, publishing, and reporting
• Foster a collaborative, accountable, creative, and high-performance team culture

Must-Have Expertise

• Malaysian Market Understanding: Deep knowledge of local consumers, cultural nuances, media behaviour, and digital trends
• Brand-Building Experience: Demonstrated success developing brand strategies and integrated campaigns that improve awareness and preference
• Social Platform Expertise: Strong working knowledge of TikTok, Instagram, Facebook, Xiaohongshu, and emerging content platforms
• Content Leadership: Proven ability to develop compelling editorial and social content across different formats, audiences, and channels
• Performance Fluency: Experience using data to evaluate content, campaign, and channel performance and translate insights into action
• PR & Media Relations: Hands-on experience managing PR agencies, media relationships, press activities, and proactive story pitching
• People Leadership: At least two years of experience leading, coaching, and developing content, social, or communications teams
• Editorial Excellence: Exceptional writing, proofreading, and editing skills in English

Ideal Background

Brand, Content & Communications Experience

• At least 5–6 years of experience across brand marketing, digital content, social media, public relations, or communications
• A minimum of two years in a formal people-management or team-leadership role
• Experience building consumer-facing brands through integrated campaigns and creative storytelling
• Demonstrated ownership of social media and content strategies across multiple platforms
• Experience managing content calendars, production workflows, agency partners, and campaign budgets
• Strong understanding of how brand, content, communications, and performance marketing work together

Market & Channel Perspective

• Strong grasp of the Malaysian media, creator, influencer, and social ecosystem
• Ability to identify cultural moments and consumer trends that are relevant to the brand
• Experience communicating with multilingual and multicultural audience segments
• Familiarity with social listening, analytics, content performance, and reporting tools
• Additional language proficiency relevant to the Malaysian market is an advantage
• Basic photo-editing, video-editing, or graphic-design knowledge is an advantage

Stakeholder & Operating Experience

• Proven ability to manage multiple priorities, stakeholders, and deadlines simultaneously
• Comfortable working with regional teams and adapting broader strategies for local audiences
• Experience providing clear briefs and feedback to creative, production, PR, and influencer partners
• Able to balance strategic planning with hands-on execution in a fast-moving environment

Leadership DNA

• Culturally Attuned Storyteller: Understands what matters to Malaysian audiences and turns those insights into relevant brand narratives
• Editorially Rigorous: Holds a high standard for language, storytelling, tone, and creative quality
• Commercial Brand Builder: Balances long-term brand equity with measurable engagement and acquisition outcomes
• Platform-Native Thinker: Understands that strong content must be designed for the behaviour and language of each social platform
• Insight-Led Operator: Uses data, audience signals, and market intelligence to improve strategy rather than relying on instinct alone
• Collaborative Leader: Builds trust across creative, commercial, regional, and agency stakeholders
• People Developer: Creates clarity, ownership, and meaningful growth opportunities for team members
• Calm Under Pressure: Maintains quality and sound judgement while managing multiple deadlines and changing priorities

Why This Role

• Shape the Local Brand: Define how a growing consumer brand is understood, experienced, and remembered in Malaysia
• Own the Full Narrative: Lead brand strategy, social media, content, PR, and influencer engagement as one integrated function
• High Cultural Relevance: Build campaigns around real consumer behaviour, local conversations, and emerging platform trends
• Visible Business Impact: Influence both long-term brand equity and near-term engagement, traffic, and acquisition
• Creative Leadership: Set the standard for storytelling and content quality across multiple platforms and audience segments
• Build a High-Performing Team: Develop the capabilities, operating structure, and culture of a growing content and social function

Ideal Background

• 5-6 years minimum experience in digital content marketing, social media, or brand communications, including at least 2 years in managerial roles.
• Strong grasp of the Malaysian market, social media platforms (XHS, TikTok, Instagram, etc.) and deep understanding of consumer insights.
• Demonstrated success in brand building via creative storytelling and integrated campaigns, with proficiency in content performance analysis.
• Experience managing PR agencies and media relations. Proficiency with identifying proactive opportunities to pitch media stories based on industry or consumer trends
• Basic knowledge of photo editing and graphic designing is an advantage.
• Exceptional writing, proofreading and editing skills in English is a MUST. Additional language proficiency is an advantage.
• Excellent stakeholder and project management skills, with the ability to manage multiple tasks, expectations, and deadlines in a fast-paced environment.
• Self-motivated, results-oriented, and a collaborative team player.