Job Description

Social Media Manager responsible for owning Luckin Malaysia's social channels end to end, including creative ideation, organic content, and paid social execution. Acts as the internal point of contact with the appointed social agency, driving audience growth, content quality, and commercial contribution. Works closely with Creative, Campaign, and Marketing Ops to ensure social output supports the wider Growth & Marketing calendar.

Job Requirements

Key Responsibilities:

• Creative ideation & content development: generate original social content ideas for the Malaysian market; spot and act on platform trends; localise HQ creative and campaign assets; design contest and engagement content that drive audience growth and app engagement; own contest execution end to end (T&Cs, platform compliance, winner selection, prize fulfilment).
• Channel ownership: manage day-to-day of all social channels, content calendar planning and publishing; maintain weekly content velocity with monthly campaign anchors; build and maintain internal content playbook, asset library, and tone of voice guide; own platform and account governance (Business Manager access control, admin rights, verification, brand safety).
• Performance marketing: plan and execute paid social campaigns (objectives, audience targeting, placements, budget allocation); manage post boosting decisions; set up and manage campaigns in Meta Ads Manager and TikTok Ads Manager; run A/B tests and optimise against CPA, CPI, CPM, and CTR benchmarks; manage paid social budget and report spend efficiency monthly.
• Agency management: act as internal point of contact for the appointed social agency; write and issue briefs; review and approve or reject output against agreed standards; run monthly agency performance reviews; track agency deliverables and flag underperformance.
• Audience growth: grow follower base across channels against monthly targets; improve engagement quality; monitor competitor activity and category conversation to inform content and campaign planning.
• Commercial contribution: ensure campaigns have defined paths to app install, voucher redemption, or order; own tracking hygiene (UTM tagging, app deeplinks, promo code implementation); work with Campaign and Data teams to attribute social activity to commercial outcomes; coordinate with KOL owner for creator content and usage rights.
• Community management: set response standards and tone for comments, DMs, and review platforms; escalate sentiment risk or complaint patterns to Ops and Product.
• Reporting: deliver monthly performance pack covering audience growth, engagement, content performance, paid social efficiency, and campaign-attributed app and order impact; track social spend against budget.

Qualifications:

• 5–7 years of experience in social media or content, including at least 2 years running channels for a consumer brand at scale (F&B, retail, QSR or beauty preferred).
• Proven track record of original content ideation with examples of self-initiated ideas that performed.
• Solid grasp of performance marketing fundamentals: campaign objectives, audience targeting, attribution, and CPA/CPI/CPM benchmarks.
• Experience working with or inside a social agency, with the judgement to grade creative output.
• Native-level Malaysian market fluency: local humour, trend cycles, festive calendar, Klang Valley vs outstation nuance.

Skills