Content Lead - Assistant Manager - F&B Beverages

About the Company

Our client is a rapidly growing and dynamic player in the F&B industry, specifically within the competitive beverage sector. Known for their bold brand identity and unconventional approach to marketing, they have successfully built a strong community of loyal consumers. The company fosters a culture of creativity and agility, encouraging team members to push boundaries and challenge traditional industry norms.

About the Role

We are seeking a creative, trendy, and bold Assistant Lead of Content to spearhead the brand's digital presence and community-building efforts. In this role, you will be responsible for defining the content strategy and leading execution across multiple social platforms. You will play a pivotal part in shaping the brand's voice, ensuring it remains at the forefront of pop culture while deeply resonating with the local community.

Key Responsibilities

• Develop and execute a comprehensive content strategy across all social media platforms, with a primary focus on TikTok, Instagram, and Threads.

• Lead the creation of high-impact, quirky, and innovative content that differentiates the brand from competitors.

• Manage influencer relationships and collaborations to expand brand reach and engagement.

• Build and nurture an active online community, fostering deep engagement through interactive and culturally relevant content.

• Oversee the end-to-end campaign process, ensuring all digital touchpoints align with the overall brand narrative.

• Utilize strong copywriting skills to craft compelling captions, scripts, and P.R. materials that reflect the brand's unique personality.

• Manage and mentor a team to ensure high-quality creative output and professional growth.

• Monitor social media trends and pop culture shifts to ensure the brand remains relevant and top of mind for urban and mass Malay audiences.

Requirements

• A Bachelor's degree in Marketing, Communications, Creative Media, or a related field.

• Proven experience in brand management or content leadership, preferably within a growth-stage F&B or FMCG company.

• Deep expertise in social media strategy and execution, specifically within the TikTok, Instagram, and Threads ecosystems.

• A strong understanding of the Malay community (both urban and mass market) and local cultural nuances.

• Hands-on experience in content creation, influencer management, and community building.

• A bold and quirky creative mindset with the courage to execute unconventional ideas.

• Previous experience in team management and a track record of leading creative projects.

• A natural curiosity for social media trends, pop culture, and digital innovation.

• Experience coming from a client-side background is highly preferred.

• A personal passion for the beverage industry (coffee, matcha, or milk tea) is a significant plus.