Social Media & Digital Marketing Specialist

The Social Media & Digital Marketing Specialist will be responsible for managing and growing TOTG's social media presence across multiple hospitality brands and outlets. The role covers content planning, social media management, community engagement, trend monitoring, digital campaign support and performance reporting, working closely with the Marketing, Creative, Photography/Videography and Operations teams. The ideal candidate is creative, digitally savvy and highly aware of current social media trends, with the ability to turn brand campaigns, promotions, events and outlet experiences into engaging digital content.

Key Responsibilities

1. Social Media Management

• Manage social media platforms including Instagram, Facebook, TikTok and other relevant channels for assigned TOTG brands.

• Develop and maintain monthly social media content calendars.

• Plan, schedule and publish posts, Reels, Stories and other social content.

• Ensure all content follows the respective brand's visual identity, tone of voice and communication guidelines. Manage multiple brands and outlets while maintaining consistency across all platforms.

• Ensure social media content is timely and relevant to each brand's campaigns, promotions and activities.

2. Content Planning & Development

• Develop creative and engaging content ideas based on campaigns, promotions, events, menus, outlet experiences and brand objectives.

• Work closely with the Creative, Photography/Videography and Marketing teams to develop required content.

• Coordinate photoshoots and video content requirements for assigned brands.

• Identify opportunities to maximize existing photo and video assets across different platforms.

• Create basic social media content where required using tools such as Canva, CapCut or similar platforms.

• Develop short-form video concepts suitable for Reels, TikTok and other emerging platforms.

3. Social Media Trends & Growth

• Stay updated on social media trends, viral formats, trending audio, content styles and platform updates.

• Identify relevant trends and adapt them to TOTG's brands in a way that remains authentic to each brand identity.

• Monitor competitor and industry activity, particularly within the F&B, hospitality and lifestyle sectors.

• Continuously identify new opportunities to increase reach, engagement and brand visibility.

4. Community Management

• Monitor and respond to comments, DMs, enquiries, mentions and tags in a timely and professional manner.

• Engage with followers and build stronger online communities for assigned brands.

• Monitor online conversations and user-generated content.

• Encourage and identify opportunities for UGC, collaborations and customer engagement.

• Escalate customer complaints, sensitive issues or operational matters to the relevant PIC/management when required.

5. Digital Marketing Support

• Support digital marketing campaigns across TOTG brands and outlets.

• Assist with Meta Ads, TikTok Ads and other relevant digital campaigns.

• Support campaign setup, audience targeting, content selection and basic budget allocation.

• Work with the Marketing team to optimise campaigns based on performance.

• Monitor digital campaign performance including reach, engagement, traffic, leads and conversions.

• Support digital initiatives across relevant platforms such as Google Business Profile, websites and other online touchpoints.

• Identify opportunities to improve online visibility and drive traffic to TOTG outlets, campaigns and promotions.

6. Campaign & Promotion Support

• Support the planning and execution of brand campaigns, promotions, events, new outlet launches and seasonal initiatives.

• Translate marketing campaigns into effective social media content and digital activations.

• Coordinate with internal teams to ensure campaigns are launched on time across relevant platforms.

• Support social media amplification and paid campaigns where required.

• Ensure key promotions and campaigns receive sufficient digital visibility throughout their campaign period.

7. Performance Tracking & Reporting

• Monitor and analyze social media and digital performance on a regular basis.

• Prepare monthly social media and digital performance reports.

• Identify high-performing and underperforming content.

• Provide recommendations and insights to improve future content and campaigns.

• Track key metrics including:

- Reach & impressions

- Engagement rate

- Followers and audience growth

- Video views

- Shares & saves

- Website/social traffic

- DMs and enquiries

- Campaign performance

- Leads/conversions where applicable

8. Cross-Department Collaboration

• Work closely with the Marketing, Creative, Photography/Videography, Operations and Outlet teams.

• Communicate content requirements clearly and in advance.

• Coordinate with outlet teams to capture timely content, promotions and guest experiences.

• Ensure marketing campaigns are effectively translated into digital and social media executions.

• Act as the social media point of contact for assigned brands.

• Flexible and willing to work on-site or during weekends for events/shoots.

Key Skills & Requirements

• Diploma/Degree in Marketing, Digital Marketing, Communications, Media or a related field.

• 2–4 years of experience in social media, digital marketing, content marketing or a similar role.

• Experience managing multiple social media accounts or brands is an advantage.

• Strong understanding of Instagram, TikTok and Facebook.

• Good knowledge of social media trends and short-form video content.

• Basic understanding of Meta Ads Manager / TikTok Ads Manager.

• Good copywriting and communication skills.

• Basic knowledge of Canva, CapCut or similar content creation tools.

• Strong understanding of digital marketing metrics and reporting.

• Creative, proactive and able to generate ideas independently.

• Good organizational skills with the ability to manage multiple brands, campaigns and deadlines.

• Comfortable working in a fast-paced F&B/hospitality environment.

• Strong interest in food, hospitality, lifestyle, entertainment and digital culture.