We are seeking a strategic and data-driven Social Media Strategist to join our team in strengthening Taylor’s University and Taylor's College digital presence across all social media platforms, including but not limited to Instagram, Facebook, TikTok, YouTube, LinkedIn, XHS (Xiaohongshu), and other channels.
This role combines developing platform-first social media strategies, planning integrated social campaigns, monthly content direction, analytics-driven optimisation for both organic and boosted content, and cross-functional collaboration.
Working alongside the Content Manager & Social Media Strategist and a wide range of internal and external stakeholders, you will play a pivotal role in shaping Taylor’s social media ecosystem and driving meaningful audience interactions.

KEY RESULT AREAS / RESPONSIBILITIES

1. Social Media Strategy and Management
• Develop platform-specific strategies for Instagram, TikTok, YouTube, LinkedIn and Xiaohongshu, ensuring content formats and messaging align with each platform’s algorithm, audience behaviour, and engagement mechanics.
• Implement content strategies across various online and social media channels for local and international markets.
• Strategically plan and deliver monthly social content and campaigns, ensuring cohesive and timely messaging through effective content calendar management.
• Optimise organic and boosted content by planning, executing, and managing social boosting strategies across relevant platforms, particularly Meta and other priority channels by targeting the right audiences, overseeing budgets, and optimising results.
• Conduct A/B testing on creative formats, messaging, and audience targeting to optimise engagement and conversions.
• Analyse social campaign performance and recommend data-driven improvements to content and targeting strategy.
• Manage and maintain content produced for publication on all social media channels, ensuring compliance with brand guidelines and regulations.
• Create opportunities for engagement and growth by exploring new channels, software, and practices.

2. Reporting
• Prepare weekly and monthly reports on social media traffic, engagement, sentiment, ROI, audience growth, and platform-specific insights.
• Develop and maintain insights-driven dashboards, analysing data using Emplifi and other reporting tools, to provide visibility of social media performance for internal stakeholders and management while providing actionable recommendations.
• Analyse both organic and paid campaign data to identify trends, content performance patterns, emerging opportunities, and optimisation areas.
• Track and evaluate the effectiveness of boosted posts and organic campaigns, ensuring alignment with campaign objectives and budget efficiency.
• Report on social media trends, industry best practices, and platform updates for adoption.
• Stay updated on digital copywriting, social media trends, and industry insights to continuously elevate creative output.

3. Community Engagement and Social Listening
• Collaborate closely with the Community team by sharing insights from social media interactions and listening tools to support coordinated responses, audience understanding, and continuous improvement of community engagement strategies.
• Proactively manage social media community interactions across all platforms by responding promptly and professionally to comments, enquiries, and user engagements.
• Foster meaningful engagement by encouraging audience participation in posts, addressing queries, and escalating issues when necessary while maintaining a positive and trustworthy brand presence online.
• Use social listening and monitoring tools to identify key themes, audience sentiment, potential risks, and opportunities to improve content or engagement strategies.
• Provide insights gathered from community interactions to inform content planning, campaigns, FAQs, and continuous improvement.

4. Creative Content Development
• Use AI tools (e.g., generative AI, AI-assisted design, AI copy optimisation tools) to enhance content creation, ideation, editing, and production efficiency.
•  Collaborate with stakeholders to ensure social-first content formats and messaging are aligned with platform strategy and campaign objectives.
• Write clear, concise, and attention-grabbing copy that resonates with the target audience for each platform.
• Integrate SEO best practices on social media platforms to optimise content for discoverability and engagement.
• Review, edit, and refine content and copy to maintain consistency and clarity across all channels.

JOB SPECIFICATIONS
Minimum Qualification
EDUCATION: Bachelor’s degree in Communications, Digital Marketing, Media Studies, or related fields, or equivalent professional experience in social media strategy or digital marketing.

EXPERIENCE: 3–5 years proven experience in social media strategy and campaign management or digital marketing, preferably within a brand, agency, or digital marketing environment.

LANGUAGE:
•Proficiency in Fluency in English and Chinese (Mandarin) is required, including strong written communication skills to all owned platforms.
•Malay proficiency is an added advantage.

OTHER REQUIREMENTS:
• Excellent copy and content writing skills, ideally with PR/journalist background.
• Good understanding of social media tools and strategy.

Competencies (Knowledge, Skills, and Abilities)
• Strong understanding of social media platform algorithms, online content strategy and creation, trends, and audience behaviour with proven ability to develop a variety of content marketing materials.
• Proficiency in utilising social media management tools and content creation platforms.
• Data-driven thinking with strong analytical skills combined with creative thinking.
• Ability to analyse social media insights and campaign performance data to optimise content and targeting.
• Ability to synthesise information from various sources to develop well-researched and sound solutions to problems.
• Familiarity with social listening tools and social media analytics platforms
• Experience managing or collaborating on paid social boosting campaigns
• Good communication, presentation, and creative writing skills, especially in English, Chinese, and Malay, to communicate with a broad spectrum of colleagues, external partners, and platform audiences.
• Thorough and precise in their work with strong attention to detail.
• Outgoing personality and strong interpersonal skills.
• Strong organisational and project management skills with the Ability to successfully handle multiple tasks, prioritise, and meet deadlines.
• Experience collaborating with cross-functional teams to achieve common goals