Branding Social Media Communications Lead

We are seeking a dynamic, strategic, and highly creative Assistant Social Media Communications Lead to spearhead Shopee’s owned social media channels. In this role, you will be the driving force behind our public narrative, setting the overarching communication direction and tone across all platforms (e.g., Facebook, Tik Tok, Instagram, X/Twitter, YouTube).

You will manage and mentor a high-performing team of social media specialists and content creators, with the ultimate goal of maximizing Shopee’s Share of Voice (SOV), supercharging community engagement, and scaling our brand presence to its absolute limits.

Responsibilities

• Brand Narrative & Positioning: Define and execute the long-term communication strategy and daily content pillars for all owned social media channels, ensuring a distinct, relatable, and localized voice for Shopee.
• Campaign Alignment: Translate high-level marketing and mega-campaign (e.g., 9.9, 11.11) objectives into highly engaging, platform-specific social media angles.
• Crisis & Reputation Management: Establish guidelines for community management and reactive communication, protecting and elevating brand sentiment during high-traffic periods or sensitive situations.
• Share of Voice (SOV) Growth: Develop aggressive growth strategies to dominate social conversations, outpace competitors, and ensure Shopee is the top-of-mind e-commerce brand.
• Viral Content & Trend Jacking: Empower the team to capture real-time internet culture, memes, and trending topics, converting them into high-engagement brand moments.
• Data-Driven Optimization: Monitor social listening tools, analyze engagement metrics, and deep-dive into platform algorithms to continuously refine content performance and ROI.
• Team Mentorship: Lead, guide, and inspire a team of social media specialists, copywriters, and community managers, fostering a culture of creative experimentation and operational excellence.
• Workflow Optimization: Streamline content calendars, approval processes, and production pipelines to maintain a high volume of daily outputs without sacrificing quality.

Requirements

• Bachelor’s degree in Communications, Marketing, Public Relations, Journalism, or a related field.
• At least 3 years of experience in social media management, digital marketing, or brand communications, with a proven track record in high-growth industries (E-commerce, Tech, FMCG, or top-tier digital agencies).
• Deep, up-to-date knowledge of social media algorithms, features, and consumption trends across Tik Tok, Reels, Shorts, and emerging platforms.
• Excellent command of both Thai and English (written and spoken) to align local communication direction with regional reporting standards.