Senior Social Media Manager – Beauty & Lifestyle

About the role

We are looking for a hands‑on Senior Social Media Manager with a proven record of growing beauty or lifestyle brands in Hong Kong and Mainland China. You will own the full social media strategy, from high‑level planning to daily execution, and translate it into measurable business results such as leads, trial bookings, and foot traffic.

Key responsibilities

• Develop and execute localized content strategies for platforms including Facebook, Instagram, Threads, YouTube, Xiaohongshu (RED), Douyin, WeChat (Official Account, Moments, Channels, Mini‑Program), and Meituan/Dianping.
• Plan, produce, and manage live‑streaming sessions across Douyin Life‑Service, WeChat Channels Live, Facebook/IG Live and other relevant channels, driving real‑time conversions.
• Create on‑brand visuals, short videos and copy that demystify beauty treatments, tailoring language for Traditional Chinese, Simplified Chinese and English.
• Build and manage a network of KOLs, KOCs and KOS, handling scouting, negotiation, contracts and product seeding.
• Design and run seeding and lead‑generation campaigns using platform tools to capture leads and drive appointment bookings.
• Plan integrated social campaigns aligned with new treatment launches, seasonal offers and group‑buy events.
• Set clear KPIs, monitor analytics weekly, produce performance reports and optimise content, live‑stream formats and spend based on data.

Required profile

• Demonstrated success growing beauty or lifestyle brands in Hong Kong and/or China.
• Experience managing end‑to‑end social media strategies and live‑commerce initiatives.
• Strong storytelling ability and fluency in Traditional Chinese, Simplified Chinese and English.
• Proven track record of driving leads, trial bookings and foot traffic through social channels.

Required skills

• Facebook
• Instagram
• Threads
• YouTube
• Xiaohongshu (RED)
• Douyin
• WeChat (Official Account, Moments, Channels, Mini‑Program)
• Meituan/Dianping