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Job Description

This role sits at the heart of our Talkability Engine — the team dedicated to unlocking earned conversation across our $1B+ ASEAN brand portfolio. As Content, Creator & Community Manager, you fuel the full talkability ecosystem: sourcing and contracting to performance and relationship-building. You will simultaneously pioneer our content creation efforts by bringing sharp analysis and an instinctive eye for content that resonates with real people. A role for someone who grew up on social, moves fast, and wants to shape how major brands show up in culture.

1. Trends Intelligence & Social Listening: Monitor brand mentions, category conversations, competitor activity, and cultural signals across key market platforms and forums, leveraging analysis for developing brand master plans to drive talkability.

2. End-To-End KOL Strategy (Sourcing, Development & Reviews): Build and maintain master roster of creators across tiers for all brands within our portfolio, ensuring right fit and sufficiency towards targets. This includes ownership of KOL onboarding, briefing and performance KPIs – building a community of talent advocates for our brands and hence improving content quality.

3. Content Generation & Optimization: Develop local content strategy by-brand based on deep analysis of past content performance within the market across platforms and formats. This influences KOL brief strategy & deployment, content approvals and choices on content amplification. Frequent on-ground content creation execution around cultural moments and events in real-time is also expected.

4. PR & UGC Ecosystem Enablement: Build a brand PR playbook to operationalize consistent earned media practices and fuelling a UGC engine with agency and publisher partners is required. This involves designing the right challenge mechanics or organizing events that incentivise authentic influencer and consumer participation. Understanding basic rights clearance to build a PR/UGC asset library for use across paid and organic channels is required.

5. Community Building: Kickstart brand-owned community spaces in choiceful, strategic platforms to drive two-way communication between brand and its consumers. This includes member recruitment and running of community content cadence, acting the brand’s human voice within these spaces.

Job Qualifications

Experience

• 1-3 years in creator/influencer marketing, community management, or social content in a multi-brand or portfolio environment
• Track record managing creator programs end-to-end — sourcing, contracting, performance review
• Experience managing agency partners; local language fluency required

Qualities

• Genuine platform fluency across Instagram, TikTok, and ASEAN-relevant platforms — power user, not casual observer
• Sharp content instincts: can watch a reel and articulate exactly why it works.
• Preference for someone who is adept in creating content or deeply understands creator psychology.
• Fast-moving, analytically grounded, and energised by building from scratch
• High learning agility and a keen interest in exploring a long-term career in brand management

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