Senior Content Strategist / Content Lead (KOL & Creator) - Onsite HCMC

Location: Thảo Điền, Ho Chi Minh City - on-site
Type: Full-time
Level: Senior, hands-on - 3-6 years
Reports to: Growth Manager (Evelyn approves angles and creator picks until the Growth Manager joins)
Probation: 2 months
Salary: Negotiable
ABOUT ARROWSTER
Arrowster helps students in Vietnam and Indonesia study abroad - advisory today, with a financing layer for families in development. Founded by Kenneth (Oxford, Harvard Law, Point72) and Arif (Goldman Sachs, Bloomberg Engineering). Offices in Thảo Điền (HCMC) and South Tangerang (Jakarta area).
WHY THIS ROLE EXISTS
Every day students and parents ask us hundreds of real questions about studying abroad - cost, fit, safety, career payoff. Most of them make better content than any trend. We need one person who turns those questions into short-form content people watch and trust, and who picks the right KOLs and KOCs to carry it.
Two audiences, one decision: Gen Z students who scroll, and parents who pay for a high-ticket choice. You write for both.
WHAT YOU WILL OWN - CONTENT
Insight: Interview students, parents and alumni already connected with Arrowster to find new insight - not only the counseling notes, pre-sales data and comments we already have.
Angles and scripts: Turn one insight into several angles. Write hooks, TikTok/Reels scripts and creator briefs yourself.
Creator accounts: Grow Arrowster's own creator accounts alongside paid KOL/KOC work.
Test and iterate: Run angles as tests, read the numbers, keep what wins, cut what doesn't. Share a weekly read-out: which hooks and angles worked, and why.
Quality bar: Own the content standard across in-house, creator and agency output.
WHAT YOU WILL OWN - KOL/KOC AND AGENCY BOOKINGS
Creator selection: Define which KOL/KOC profiles fit each audience and angle - student-facing vs parent-facing, macro vs micro. Pick on audience fit and past content, not follower count.
Agency management: Work with KOL/KOC agencies and MCNs to shortlist, book and schedule creators. Brief the agency, review their shortlist, push back when it doesn't fit.
Briefs and direction: Write the creator brief, review scripts and drafts, give feedback until output meets the bar.
Rates and terms: Negotiate fees, deliverables, usage rights and timelines. Keep a rate card so we know what fair looks like.
Performance: Track each booking against its goal - views, engagement, leads where trackable. Decide who we book again and who we drop.
You own creator strategy and quality. Day-to-day admin with agencies (contracts, payments, scheduling) can be shared with the team.
WORKING MODEL
You report to the Growth Manager. Until that hire joins, Evelyn approves angles and creator picks, and decides what to scale or stop.
You work daily with counselors and pre-sales - they connect you to students and parents for interviews, with consent agreed before any contact.
Small team, early stage: you write, brief and review yourself. No layer of executors under you yet.
MUST-HAVES
3-6 years in content, growth content or creator marketing for a B2C product or service.
Short-form track record on TikTok/Reels: scripts and hooks you wrote yourself, with results you can show.
Hands-on KOL/KOC work: booked creators through agencies or directly, wrote briefs, negotiated rates, reviewed output against performance.
Talked to end users or customers directly to find insight - interviews, calls, or systematic social listening.
Writes for two audiences: young people and parents making a big-spend decision.
Strong Vietnamese writing. Working English to read briefs and report to leadership.
Reads numbers and changes course based on them.
NICE-TO-HAVES
Education, edtech, test-prep or study-abroad experience.
Consumer tech, fintech or Gen Z brand background where content and creators ran in-house.
Built or grew a creator account from zero.
Existing network with KOL/KOC agencies and MCNs in Vietnam.
Basic UGC or paid amplification know-how.
WHAT SUCCESS LOOKS LIKE
Day 30: Interviewed at least 10 students/parents. Insight-to-test loop running. First KOL/KOC shortlist and brief out via at least one agency.
Day 60 (end of probation): First creator bookings live and measured. Weekly read-out shows which angles, hooks and creators won, and why. Rate card started.
Day 180: Repeatable content and creator engine - a bench of proven KOL/KOCs, a library of winning angles, and Arrowster's own creator accounts growing.
HOW TO APPLY
Send your CV and portfolio to [protected info] with the subject "Content Lead - Your Name". Include scripts, angles or briefs you wrote yourself, one creator/KOL campaign you ran with its results, and one account you grew.