Social Media Marketing Associate

Role Overview:

The Sr. Associate – Digital Marketing (Social) will be responsible for strengthening brand presence, driving audience engagement, growing social media communities, and generating quality leads across digital platforms for KC Overseas Education and its associated brands.

The role involves planning and executing integrated social media and paid advertising campaigns across Meta (Facebook and Instagram), LinkedIn, YouTube, and emerging AI-powered advertising platforms, including ChatGPT Ads, subject to platform availability.

The candidate will be responsible for developing social media strategies, managing content calendars, optimising advertising campaigns, analysing performance metrics, and identifying opportunities to improve brand visibility, audience growth, engagement, and conversions.

The role also requires creating video and reel scripts, coordinating and monitoring shoots, and collaborating with the video and creative teams to ensure high-quality content production and execution.

The successful candidate will work closely with internal teams, including Design, Video Production, Events, Technology, Business, and Franchise Operations, as well as external agencies and partners, to deliver impactful digital marketing initiatives.

Responsibilities:

• Paid Digital Marketing & Campaign Optimisation
• Plan, launch, manage, and optimise paid advertising campaigns across Meta Ads- Instagram & Facebook, LinkedIn Ads, and emerging AI-powered advertising platforms.
• Develop effective campaign strategies to support brand awareness, website traffic, lead generation, and conversions across B2C and B2B business segments.
• Create compelling ad copies, headlines, creative briefs, and campaign messaging tailored to target audiences.
• Monitor campaign budgets, audience targeting, cost per lead, conversion rates, and overall campaign performance.
• Continuously optimise campaigns based on data insights, business objectives, and management feedback.
• Explore emerging AI advertising opportunities, including ChatGPT Ads, where available and applicable.

Social Media Strategy & Brand Management:

• Develop and execute social media strategies to strengthen brand awareness and digital presence for KC Overseas Education, Élan Loans & other business verticals
• Manage and grow the brands' Facebook, Instagram, LinkedIn, YouTube, and X (formerly Twitter) accounts.
• Drive follower growth, audience engagement, community building, and organic reach across platforms.
• Develop platform-specific content strategies aligned with brand objectives, audience preferences, and business goals.
• Monitor competitor activities, industry developments, and emerging social media trends to identify growth opportunities.

Content Planning & Social Media Execution:

• Create and manage monthly social media content calendars aligned with marketing campaigns, business priorities, events, and industry updates.
• Ensure the effective use of relevant hashtags, tags, collaborations, trending formats, and platform-specific content practices.
• Coordinate with design and content teams to develop engaging creatives, carousels, videos, reels, and other social media assets.
• Ensure timely publishing, consistency in brand communication, and adherence to brand guidelines across all social media channels.

Video, Reel & Influencer Marketing:

• Develop engaging video and reel concepts, scripts, storylines, and creative briefs for brand promotions, campaigns, student testimonials, and educational content.
• Coordinate and monitor video shoots in collaboration with the video production team.
• Work closely with the video and creative teams to ensure quality, timely delivery, and effective execution of content.
• Identify, coordinate, and collaborate with influencers and content creators to expand brand reach, improve engagement, and strengthen audience trust.
• Evaluate influencer campaign performance against defined objectives.

Analytics, Reporting & Performance Measurement:

• Track, analyse, and report social media and paid campaign performance against predefined KPIs.
• Monitor key metrics, including reach, impressions, engagement rate, follower growth, website traffic, leads, conversion rates, cost per lead, and ROI.
• Prepare periodic performance reports with actionable insights, observations, and recommendations.
• Identify trends, campaign gaps, and opportunities for improvement using platform analytics and reporting tools.
• Implement data-driven strategies to improve campaign effectiveness and achieve marketing goals.

Experience & Educational Qualifications:

• Minimum 2 years of hands-on experience in Meta Ads and social media marketing across B2C and B2B products or services.
• A bachelor's or master's degree in Computer Science, Communications, Advertising, Marketing, or a related field is preferred.
• Experience managing social media accounts for youth-centric, education, or consumer-facing brands will be an advantage.

Technical & Marketing Skills:

• Strong hands-on expertise in Facebook and Instagram advertising, including campaign setup, audience targeting, budget management, and optimisation.
• Knowledge of paid advertising opportunities on AI-powered platforms, including ChatGPT Ads, subject to availability.
• Excellent ad copywriting skills and the ability to develop compelling marketing messages for different audiences.
• Proven ability to manage, optimise, and grow social media channels organically and through paid campaigns.
• Experience in planning and executing social media campaigns focused on brand awareness, engagement, traffic, and lead generation.
• Ability to develop engaging reel concepts, video scripts, and creative briefs.
• Strong understanding of social media analytics, performance measurement, and data-driven decision-making.
• Hands-on experience using AI tools such as ChatGPT for content creation, ad copywriting, brainstorming, and campaign planning.
• Familiarity with Meta Business Suite, Instagram Insights, LinkedIn Analytics, YouTube Analytics, scheduling tools, and other social media management platforms.
• Excellent written and verbal communication skills, creativity, attention to detail, and coordination abilities.
• A proactive approach to learning emerging platforms, social media trends, advertising formats, and digital marketing best practices.