Social Media Specialist - Morgan McKinley

Key Responsibilities



Social Media Content & Management

• Plan, create, and publish engaging content across Xiaohongshu, Douyin, and Instagram.
• Develop content calendars aligned with brand campaigns, student life moments, and seasonal peaks.
• Produce or coordinate photos, videos, captions, and stories that reflect student lifestyle and company brand voice.
• Monitor performance metrics, engage with comments/DMs, and continuously refine content based on insights to drive fanbase growth

• Conceptualise, plan, and execute community events and activities that build connection among residents and strengthen belonging.
• Manage and moderate official WhatsApp and WeChat community groups/channels for residents
• Source partnerships to enrich residence experience
• Maintain a welcoming, helpful, and brand-consistent tone in all community communications.

• Work closely with the external branding agency on brand guidelines, visual assets, campaigns, and messaging.
• Ensure all internal and external communications (social, events, community channels) align with brand standards.

• Degree holder or above in Marketing, Social Media, Communications or related disciplines
• 5+ years of proven experience in social media content creation (photo shooting, short-form video editing and copywriting) and community management
• Deeply fluent in Xiaohongshu, Douyin , and Instagram culture and algorithm
• Hands-on experience running community events or resident engagement activities .
• Comfortable with managing group chats and community channels on WhatsApp and WeChat.
• Experience collaborating with external agencies or creative partners is an advantage.
• Genuine interest in student life, community building, and brand storytelling.
• Native Mandarin speaker with high fluency in English is preferred.