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1.1. Role Overview:
• Job Title: Senior Content Marketing Executive
• Reports to:
Marketing Manager• Direct Reports: None required; coaches
Content Executive / Content interns when assigned
• Works with: Brand Creative Lead (ART), KOL/KOC & Affiliate Executive, E-commerce & Livestream, R&D (product claims), Admin & Legal, production agencies/freelancers
• Categories & Channels: Lipstick, base makeup, new categories · Facebook, Instagram, TikTok, YouTube Shorts · Shopee, TikTok Shop, Lazada · Livestream (M.O.I and distributor channels)
• Location: 9 Doan Van Bo, Xom Chieu Ward, Ho Chi Minh City · Full-time
1.2. Key Responsibilities:
Content strategy & calendar - 20%:
• Build and maintain content pillars, tone of voice and writing guidelines per channel, consistent with the brand positioning and the founders' artistic identity.
• Plan the monthly/quarterly content calendar around campaigns, mega-sales (9.9, 11.11, 12.12...), seasonality and launches.
• Track trends, competitors and consumer insights; propose new formats and ideas every month.
Short-video & social production - 30%:
• Write hooks, scripts and storyboards for short videos (TikTok, Reels, Shorts) and social posts - hands-on writing, not only approving.
• Brief and work with the Brand Creative Lead and freelancers on shooting and editing; attend shoots when needed; edit quick-turnaround pieces in CapCut.
• Run the owned-channel posting schedule and optimise using data (hold rate, completion, ER), including A/B tests on hooks and thumbnails.
Commerce content for marketplaces & livestream - 20%:
• Write and optimise product page content (titles, descriptions, key images/videos) on Shopee, TikTok Shop and Lazada together with the E-commerce team.
• Write livestream scripts, "buy-now" mechanics and banner/voucher copy for each sale period.
• Prepare content kits for KOCs/affiliates: key messages, approved claims, sample hooks, do's and don'ts.
Launch & campaign content - 15%:
• Take over new products at handover (no NPD responsibility) and build the launch content kit: key visual brief, demo videos, swatches, FAQ, marketplace content.
• Repurpose artist/KOL/celebrity assets into multiple formats for owned channels, marketplaces and distributors.
Measurement, compliance & asset management - 15%:
• Weekly/monthly reporting on content performance by channel and traffic driven to marketplaces, with recommended adjustments.
• Check claims and advertising content against regulations before publishing (see 2.1); work with R&D and Admin & Legal when needed.
• Manage the asset library (naming, storage, usage rights for artist/KOL images); coach the Content Executive/interns.
1.3. KPIs:
• Strategy & calendar: Content delivered on plan and on time - ≥90%.
• Short-video & social: 3-second hold rate, completion rate, ER, follower growth - Set after 60 - day baseline.
• Commerce content: CTR from content to marketplaces; product page CVR vs baseline; GMV from content-linked videos/livestreams - TBA.
• Launch & campaign: Complete content kit ready before launch date - ≥7 days ahead.
• Compliance: Content passing the claims checklist before publishing; takedowns/penalties - 100%.
• Assets: Artist/KOL assets reused in ≥3 formats per campaign - TBA.