Executive, Social Media

The Executive, Social Media leads the strategy, planning and execution of social media for The Ascott Limited's Singapore Cluster. This role is responsible for driving brand visibility, audience growth, engagement and commercial performance across all social platforms through strategic storytelling, campaign management and content innovation. The individual will oversee social media operations, manage cross-functional collaborations, and ensure alignment with brand objectives, guest experience priorities and market trends. He or she will report directly to the Manager, Brand & Marketing.

Job Responsibilities

1. Develop and lead the cluster's social media strategy across IG, FB, and LI, aligning with brand, marketing, and commercial objectives while driving audience engagement and community growth.

2. Own and manage the social media content calendar, ensuring timely execution of campaigns, property activations, seasonal initiatives and brand storytelling opportunities.

3. Create, curate and oversee the production of engaging content, including copywriting, photography, short-form videos, reels and platform-specific creative assets.

4. Influencer management: Oversee influencer and creator partnerships, including sourcing, coordination, content approvals, deliverables tracking and campaign evaluation.

5. Social Listening: Monitor trends, platform updates and emerging digital behaviours to recommend innovative content ideas and engagement strategies.

6. Work closely with digital marketing teams to support paid social campaigns, boosting strategies and audience targeting initiatives.

7. Analyse social media performance metrics, campaign effectiveness and audience insights to optimise content strategies and improve ROI.

8. Ensure all published content adheres to brand guidelines, tone of voice and quality standards through thorough proofreading and review.

9. Support crisis management and reputation monitoring by identifying and escalating service-related or reputational concerns promptly.

10. Any other ad-hoc duties and projects as assigned.

Job Requirements

The candidate should possess the following:

Diploma or Degree in Marketing
1-3 years of relevant experience in social media, digital marketing, or content creation hospitality or lifestyle industry experience is advantageous
Strong writing skills with attention to detail and an understanding of brand tone
Familiarity with social media platforms (ie Instagram, Facebook, LinkedIn, TikTok where relevant) and scheduling tools
Good understanding of social media analytics and performance metrics
Experience with simple design or editing tools (e.g., Canva, Capcut, Adobe Photoshop/ Illustrator). Experience with AI tool including Adobe Firefly is a plus
Comfortable with short-form video content creation and mobile-based editing
Organised, proactive and able to manage multiple tasks in a fast-paced cluster environment
Strong interpersonal skills and ability to work collaboratively across properties and teams