Responsible for planning, producing, publishing, and managing content across the NUSTAR's social media platforms. The role supports the overall marketing strategy by creating engaging, brand-aligned content that strengthens awareness, drives audience engagement, supports promotions, and builds an active online community.
Social Media Content Strategy and Planning
Develop and execute social media content plans aligned with brand campaigns, business objectives, promotions, events, and key marketing priorities for NUSTAR (not limited to Hotels and F&B).
Create monthly and campaign-specific content calendars for assigned brands, restaurants, rooms, events, and other initiatives.
Recommend content themes, formats, angles, and storytelling approaches based on platform trends, audience behavior, and brand positioning.
Ensure that all content supports awareness, engagement, conversion, and community-building objectives.
Work closely with Integrated Marketing Communications, Digital Marketing, Creatives, F&B, Rooms, Commercial Sales, Events, Entertainment Marketing, and other relevant teams to align content priorities.
Content Production and Publishing
Produce social-first content including reels, short-form videos, stories, static posts, carousels, behind-the-scenes content, event coverage, and promotional materials.
Capture photo and video content during events, launches, activations, hotel/F&B shoots, activities, entertainment events, and other marketing initiatives.
Write topics and brand-appropriate themes, hooks, and call-to-action lines suited for each platform.
Coordinate with graphic designers, videographers, photographers, copywriters, and editors to ensure timely production of required assets.
Schedule and publish approved content across social media platforms such as Facebook, Instagram, TikTok, LinkedIn, YouTube Shorts, and other relevant channels.
Ensure all published content is accurate, polished, timely, on-brand, and free from errors.
Community Management
Monitor comments, messages, tagged posts, mentions, reviews, and audience interactions across social media platforms.
Respond to inquiries, comments, and messages in a timely, professional, and brand-aligned manner.
Escalate guest concerns, complaints, misinformation, or sensitive issues to the appropriate departments for proper handling.
Help build positive online engagement by encouraging conversations, responding thoughtfully, and maintaining the brand's tone of voice.
Track recurring guest questions or concerns and recommend content or FAQ materials to address them proactively.
KOL, Influencer, and Creator Management
Prepare briefs, content guidelines, posting requirements, deliverables, timelines, and coordination documents for influencer partnerships.
Monitor influencer outputs to ensure compliance with agreed deliverables and brand standards.
Track influencer performance including reach, engagement, content quality, audience fit, and campaign contribution.
Social Media Performance and Reporting
Monitor social media performance across platforms, including reach, engagement, follower growth, content performance, video views, click-throughs, and audience sentiment.
Prepare regular reports with insights, learnings, and recommendations for improving content effectiveness.
Identify top-performing content and recommend ways to replicate or scale successful formats.
Track competitor content, platform trends, viral formats, and emerging social media behaviors.
Use data and insights to refine content calendars, posting schedules, creative direction, and audience engagement strategies.
Campaign and Event Support
Provide social media support for major campaigns, product launches, hotel promotions, F&B offers, entertainment events, activations, seasonal campaigns, and corporate initiatives.
Cover live events through stories, reels, short-form recaps, and real-time updates.
Coordinate with internal teams to ensure social media requirements are included in campaign planning from the beginning.
Support pre-event, live-event, and post-event content requirements to maximize visibility and engagement.
Recommend social media angles that help extend campaign reach beyond traditional marketing materials.
Brand Governance and Coordination
Ensure all social media content follows brand guidelines, tone of voice, visual identity, and approved messaging.
Maintain consistency across all platforms while adapting content to suit each channel's format and audience behavior.
Coordinate approvals with the appropriate managers, department heads, or business units before publishing sensitive, promotional, or official content.
Keep organized records of content calendars, captions, published links, influencer deliverables, creative assets, and performance reports.
Support other marketing-related tasks as assigned.
Qualifications
This role requires someone who understands how to create content for today's social media landscape, from short-form videos and reels to stories, captions, community engagement, trend adaptation, and influencer/KOL coordination. The Social Media Marketing Officer must be both strategic and hands-on, with a strong sense of brand voice, visual storytelling, content performance, and online audience behavior.
