Social Media Manager

SCOPE OF WORK
The Social Media Manager is responsible for developing and executing Hoiana Resort & Golf's social media strategy across key international and Chinese platforms. The role will manage content, grow Hoiana's social communities, increase engagement and reach, and deliver effective paid media campaigns that strengthen brand awareness and support business objectives.
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.