Social Media Manager

KEY RESPONSIBILITIES AND ACCOUNTABILITIES

Social Media Strategy & Management

• Develop and implement Hoiana’s social media strategy in line with the destination’s brand positioning and commercial objectives.

• Manage Hoiana’s presence across Facebook, Instagram, TikTok,

• Work with agency in China to manage WeChat and Xiaohongshu (RED).

• Maintain a consistent brand voice, visual identity and content quality across all platforms.

• Stay updated on social media trends, platform developments and audience behaviours in Vietnam and key regional markets.

Content Planning & Production

• Develop and manage monthly and annual social media content calendars.

• Create, coordinate and publish engaging content, including posts, videos, Reels, Stories and short-form content.

• Work closely with internal teams, agencies, photographers, videographers, influencers and content creators.

• Ensure content effectively showcases Hoiana’s hotels, golf, dining, entertainment, wellness, events and destination experiences.

• Localise content for different audiences and markets, particularly Chinese-speaking customers.

Community & Audience Growth

• Drive sustainable follower growth across all social media platforms.

• Increase audience engagement, reach, video views and brand interaction.

• Monitor and respond to comments, and guest engagement in a timely and professional manner.

• Build active online communities and strengthen relationships with followers, guests and brand advocates.

• Identify opportunities to generate user-generated content and encourage social sharing.

Paid Social Media Campaigns

• Plan, execute and optimise Meta campaigns across Facebook and Instagram.

• Manage campaign targeting, budgets, creative testing and performance optimisation.

• Support paid campaigns on TikTok, WeChat and Xiaohongshu where relevant.

• Work closely with the Digital Marketing and E-commerce teams to support awareness, traffic, lead generation and conversion objectives.

• Continuously improve campaign effectiveness through audience insights, A/B testing and performance analysis.

Influencer & Content Creator Management

• Work with Brand Comms and PR to identify and engage relevant influencers, KOLs and KOCs across key markets.

• Coordinate content creator visits, content deliverables and campaign requirements.

• Develop long-term relationships with suitable creators and brand advocates.

Reporting & Performance Analysis

• Track and report social media performance using platform analytics and relevant reporting tools.

• Analyse audience growth, reach, engagement, video views, website traffic and campaign performance.

• Provide actionable recommendations to improve organic and paid results.

• Monitor competitors, market trends and relevant hospitality and lifestyle brands.

• Statutory insurance coverage plus the company's additional health insurance program.
• Staff shuttle bus service for employees living far from the property.
• Accommodation at Hoiana Staff Village.
• 12 complimentary nights at Rosewood properties across domestic and international destinations.
• Excellent learning and career development opportunities in a world-class hospitality environment.

• Minimum 2-3 years of experience in social media, digital marketing or content management.

• Previous experience in hospitality, luxury, travel, lifestyle or destination marketing is preferred.

• Strong working knowledge of Facebook, Instagram, TikTok and Meta Ads Manager.

• Experience with WeChat and Xiaohongshu is highly desirable.

• Good understanding of paid social media, audience targeting and campaign optimisation.

• Strong content planning, copywriting and visual storytelling skills.

• Ability to interpret performance data and turn insights into actions.

• Experience managing agencies, influencers, KOLs and content production partners.

• Good command of written and spoken English; Chinese-language capability is a strong advantage.