Social Marketing Manager

About the Job

This role will lead our Instagram and social media strategy to drive brand growth, engagement, and commercial results. The incumbent will oversee content planning, campaign execution, creator partnerships, and performance optimisation while collaborating with internal teams and external partners. We are looking for an experienced social marketer with strong analytical and stakeholder management skills, preferably from the luxury, jewellery, fashion, beauty, or lifestyle sectors.

Key Responsibilities

• Own and lead Instagram strategy aligned with brand and commercial priorities
• Build and execute annual/quarterly/monthly IG growth plans with clear KPI targets
• Manage content planning calendar (posts, reels, stories, highlights, campaigns)
• Partner with internal teams (brand, CRM, eCommerce, design, retail, PR) to localize and launch campaigns
• Drive follower growth, engagement rate, and content performance through testing and optimization
• Lead content performance analysis and provide actionable recommendations
• Establish account governance: brand tone, visual standards, community management SOPs, escalation workflows
• Oversee agency/freelancer/influencer partnerships where required
• Track competitor and market social trends; identify opportunities for rapid adoption
• Manage paid and organic integration with performance marketing teams
• Prepare regular performance reports for management with clear next-step actions
• Drive other social marketing related initiatives

Requirements

• Bachelor's degree in Marketing, Communications, Business, or a related discipline.
• 10 years of social media or digital marketing experience, including at least 2-3 years in a managerial or supervisory role.
• Experience managing both brand-building and conversion-focused social programmes; experience in luxury, jewellery, fashion, beauty, or lifestyle sectors is an advantage.
• Proven track record of growing brand Instagram accounts, with strong knowledge of Reels, algorithms, influencer/KOL collaborations, and community engagement.
• Strong analytical skills and familiarity with Meta Insights, social analytics, listening, and benchmarking tools.
• Experience coordinating cross-functional teams and external partners, with strong project management and execution skills.
• Excellent communication and stakeholder management skills.
• Fluent in written and spoken English and Chinese, including Cantonese and Mandarin.