Content & Social Lead

About the role:

The Content & Social Lead is the internal owner of the Singapore and Malaysia content engine across branded content, owned platforms and self-livestream. This role will report directly to the Head of Marketing SEA.

The Impact you'll make:

1 · Content strategy and planning

• Co-own the brand / category content strategy and social content strategy with Marketing Managers for each category (Kitchen, Garment Care, Floor Care, Coffee), and the NPI communications framework and CDJ messaging
• Own the content calendar by platform (YouTube, Meta, TikTok, XHS): one monthly master calendar spanning owned social and e-commerce content, mapped to education (demonstration, recipes, use-case), sales (NPI teasers, offer cuts, mega content) and trends / seasonal moments. Mega content locked T-6 weeks.
• Set category volume sufficiency targets

2 · Branded content management

• Brief the content agency monthly with volume targets per hero SKU and hook-archetype requirements; run storyboard review, rough-cut and post-edit feedback, and final approval against brand guidelines.
• Manage the three content sources:adopt and localise from global toolkits; commission market-origin content for local heroes and occasions; scale proven winners from other markets, including AI creative remixes.
• Own the e-commerce content lane: PDP gold content, USPs and product FAQs (Marketing Manager approves claims), e-com key visuals and Shop-in-Shop assets
• Scale branded content with AI tools with the enabler; run the in-market AI content pilot (AI video generation, AI avatar) under brand governance

3 · Owned platform management + AI search optimization

• Define the role and content approach of each owned platform — TikTok = discovery + commerce, Instagram = brand + community, Facebook = community + traffic, PDP / storefront = conversion + search capture — with format mix and posting cadence per platform. Marketing Lead approves.
• Run the monthly posting plan from the master calendar; direct the enabler on publishing and community management (scheduling, captions, comment and inbox handling); review platform performance monthly.
• Own generative AI search optimization (GEO) on owned social and PDP content: baseline audit, optimization claims validation with Marketing Managers, and monthly citation / attribution tracking with the Digital Activation Lead.

4 · Self - Livestream content management

• Define the role of branded (self-live) livestream per category against marketing / sales KPIs and hero products, with target live hours.
• Own script development for Self-live: Session narrative, hero-SKU demo blocks, talking points, FAQs and run-of-show finalization
• Self-live execution is run by the Livestream & Affiliate Lead; you govern content quality in-flight (content-led, not discount-led)
• Plan the scaling of live hours with livestream AI (avatar live) alongside the enabler, with GPM benchmarks vs human hosts and graduation rules.

5 · Agency / enabler management

• Manage the content agency and enabler as accountable partners with clear deliverables, quality standards and turnaround expectations.

6 · Content performance measurement + optimisation

• Run the weekly content scorecard with the Digital Activation Lead — hook rate, VTR, engagement rate, CTR, CR-assist by asset, lane and source — driving scale / kill decisions and feeding winners to APAC.
• Co-own creative review & feedback, content effectiveness analysis and measurement & reporting with the Creator Engagement Lead across all content engines; track GEO citation and attribution monthly.

The Skills and Knowledge you'll bring:

• 5–8 years in content or social marketing with at least 2 years hands-on in TikTok Shop / social commerce (Shopee Video / Live experience a plus).
• Proven experience briefing and managing content agencies — storyboard review and post-edit feedback should be muscle memory.
• Fluency in commerce content metrics: hook rate, VTR, CR, GMV and ROAS, not just reach and engagement.
• Livestream literacy — you have written live scripts and run-of-shows and understand commerce-first vs entertainment-first live.
• Working knowledge of generative AI search / GEO principles and AI content tools (avatar livestream, AI video generation), with an instinct for scaling winners rather than producing one-offs.
• Category empathy for home and kitchen; English fluency, with Bahasa Melayu and/or Mandarin an advantage for coverage across both markets.

Ready to make an impact

From developing game-changing air fryers to perfecting the art of coffee making, Versuni's purpose is turning houses into homes — and we're calling on your talent to bring it to life. Join our global team of 6,000+ passionate individuals, work with world-class brands, and shape the future of home living. We're ready for you — are you ready for us