Social Media Marketing Specialist

Department

Brand Marketing

Employee Type

Probationary

Job Responsibilities

• 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.
  

• 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.