Position Summary:
The Senior Executive, Marketing (Social Media) is responsible for leading the end-to-end management of UNIQLO Malaysia's social media platforms, ensuring all organic social communications support business objectives, strengthen brand affinity, and bring the LifeWear philosophy to life through engaging and culturally relevant content.
This role drives social media strategy development, content planning, campaign execution, community engagement, and performance reporting across key platforms. Working closely with internal stakeholders, creative agencies, and regional teams, the individual will oversee the development of impactful social content while ensuring brand consistency, social relevance, operational excellence, and creative excellence.
The ideal candidate is highly passionate about social media and fashion, stays ahead of emerging trends and consumer behaviors, possesses a strong understanding in creatives, and has a deep appreciation for storytelling that reflects the essence of LifeWear.
Key Responsibilities:
Social Media Strategy & Planning
- Develop and execute seasonal and campaign-based social media strategies aligned with business priorities and brand objectives.
- Lead the planning and management of annual, seasonal, and monthly social media content calendars.
- Identify emerging social trends, platform updates, and cultural moments to maximize brand relevance and audience engagement.
- Proactively recommend innovative content approaches that elevate UNIQLO Malaysia's social presence while maintaining brand consistency.
- Consistently monitor social content performance and adjust plans based on the latest data findings and best practices.
Content Development & Execution
- Drive the end-to-end social content development process, from ideation to execution.
- Collaborate with internal teams, creative agencies, production partners, and regional stakeholders to develop engaging social-first content.
- Ensure all content reflects UNIQLO's LifeWear philosophy and aligns with global brand standards.
- Support content adaptation across multiple platforms including Instagram, TikTok, Facebook, Threads and emerging channels.
Agency & Stakeholder Management
- Manage external social media and creative agencies to ensure high-quality execution and timely delivery.
- Provide clear briefs, constructive feedback, and performance expectations to agency partners.
- Coordinate cross-functionally with Paid Digital, PR, CRM, E-commerce, Merchandising, Store Operations, Visual Merchandising, and Regional Marketing teams to ensure social media supports broader business objectives and aligned with the company holistic business plan.
- Manage and coordinate requests from multiple stakeholders, ensuring priorities are aligned with overall business and brand objectives.
Community Management & Social Listening
- Oversee community management activities across social media platforms, ensuring timely and appropriate engagement with audiences.
- Monitor online conversations, consumer sentiment, and brand discussions through social listening tools.
- Identify potential issues, risks, customer concerns, and opportunities for proactive engagement.
- Provide actionable insights and recommendations based on audience feedback, sentiment analysis, and market conversations.
Analysis & Budget Maintenance
- Track, analyze, and report on social media performance, including reach, engagement, audience growth, content effectiveness, and campaign outcomes.
- Utilize social analytics tools to derive actionable insights and optimize future content strategies.
- Manage and track the annual social media marketing budget to ensure effective allocation and utilization of resources.
- Monitor spending across content production, creative development, agency retainers, and other social media initiatives.
Key Requirements:
- Bachelor's Degree in Marketing, Mass Communications, Digital Media, Branding, Advertising, Public Relations, Digital Film Production or related disciplines.
- Minimum 4-5 years of experience in Social Media, Digital Marketing, Content Marketing, or Brand Marketing, preferably within an agency, fashion, retail, FMCG, or lifestyle brand environment.
- Proven experience managing end-to-end social media operations and campaigns.
- Strong understanding of major social media platforms, trends, content formats, and audience behaviors.
- Passionate about fashion, lifestyle, consumer culture, and digital trends.
- Creative thinker with strong storytelling abilities and a keen eye for content that resonates with audiences.
- Strong project management and stakeholder management skills with the ability to manage multiple projects simultaneously.
- Experience working with external agencies and cross-functional teams.
- Familiarity with social media management and listening platforms such as Hootsuite, Meltwater, or similar tools.
- Basic proficiency in content creation and editing tools such as CapCut, Adobe Creative Suite, Canva or equivalent platforms would be added advantage.
- Strong analytical skills with the ability to interpret data and translate insights into actionable recommendations.
- Self-driven, collaborative, adaptable, and able to thrive in a fast-paced retail environment.
