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Job Purpose

Lead the development and execution of AFFIN Group's social media strategy to strengthen brand relevance, customer engagement and digital growth across all social platforms.

The role is responsible for building AFFIN's social presence through insight-led content strategies, culturally relevant storytelling, data-driven campaign optimisation and proactive community engagement. Working closely with Marketing, Strategic Communications, Business Units and creative partners, the role translates business priorities into compelling social-first campaigns that increase awareness, engagement, advocacy and business outcomes.

The role also serves as the Group's centre of excellence for social media, leveraging social listening, AI-powered insights, creator collaborations and performance analytics to identify emerging opportunities, manage online reputation and continuously evolve AFFIN's digital presence.

Key Responsibilities
1. Social Media Strategy & Growth

• Develop and execute AFFIN Group's integrated social media strategy aligned with corporate, brand and business objectives.
• Build sustainable audience growth, engagement and advocacy across all official social media platforms.
• Develop annual social media roadmaps, content pillars and editorial calendars that balance business priorities with customer interests and cultural relevance.
• Continuously evaluate platform evolution, audience behaviour and emerging technologies to optimise AFFIN's social media strategy.

2. Content Strategy & Social Storytelling

• Develop engaging, platform-native content strategies that position AFFIN as a trusted, modern and customer-centric financial institution.
• Translate business priorities into compelling social-first storytelling across products, campaigns, sponsorships, CSR initiatives, employer branding and corporate communications.
• Partner with Creative and Content teams to produce high-performing static, video, motion and interactive content optimised for each platform.
• Ensure all content reflects AFFIN's brand identity, tone of voice and customer experience principles.

3. Campaign Planning & Social Activation

• Lead the planning and execution of integrated social campaigns supporting product launches, brand campaigns, partnerships, sponsorships, events and business initiatives.
• Collaborate with Marketing, Product and Digital teams to maximise campaign reach through paid, owned, earned and influencer channels.
• Optimise campaign performance using audience insights, A/B testing and platform best practices.
• Develop always-on engagement programmes that maintain consistent brand visibility beyond campaign periods.

4. Community Management & Social Engagement

• Lead community engagement across AFFIN's social platforms by fostering meaningful conversations and building strong customer relationships.
• Develop response frameworks and engagement strategies that ensure timely, consistent and customer-centric interactions.
• Work closely with Customer Experience and Corporate Communications teams to manage sensitive conversations and escalate issues appropriately.
• Identify opportunities to create proactive engagement that strengthens customer trust and brand advocacy.

5. Social Listening & Reputation Management

• Monitor brand sentiment, customer conversations, competitor activities and industry developments using social listening tools.
• Produce regular reports and actionable insights that support strategic decision-making across Marketing and Communications.
• Identify emerging trends, issues, opportunities and potential reputational risks, recommending timely response strategies where appropriate.
• Partner with Corporate Communications during issues or crises to ensure coordinated digital communications.

6. Creator, Influencer & Partnership Strategy

• Develop and manage creator, influencer and content partnership programmes that expand AFFIN's reach and relevance.
• Identify creators and communities that align with AFFIN's brand values and target audiences.
• Evaluate collaboration performance and continuously optimise creator strategies based on engagement and business outcomes.
• Build relationships with external partners to enhance AFFIN's digital presence and storytelling capabilities.

7. Social Analytics & Performance Optimisation

• Define and monitor KPIs including audience growth, engagement, reach, impressions, video completion, click-through rates, conversions, sentiment, share of voice and campaign ROI.
• Develop dashboards and executive reports that provide meaningful performance insights and recommendations.
• Implement tracking frameworks and attribution methodologies across social campaigns to measure customer journeys and business impact.
• Apply data-driven insights to continuously improve content quality, campaign effectiveness and customer engagement.

8. Paid Social & Digital Optimisation

• Plan, manage and optimise paid social campaigns across Meta, LinkedIn, TikTok, YouTube and emerging platforms.
• Work with Digital Marketing teams to align paid social strategies with broader media planning and acquisition objectives.
• Monitor campaign performance and optimise targeting, creative, audience segmentation and budget allocation to maximise return on investment.
• Ensure appropriate campaign tracking, tagging and attribution are implemented across all digital initiatives.

9. AI, Innovation & Emerging Platforms

• Leverage AI-powered tools to enhance content planning, social listening, audience analysis, creative ideation and campaign optimisation.
• Evaluate emerging social platforms, digital technologies and content formats to keep AFFIN relevant within evolving digital communities.
• Introduce innovative engagement strategies, interactive content formats and automation that improve efficiency and customer experience.
• Promote responsible adoption of AI and digital technologies within social media operations.

10. Governance, Agency & Operational Excellence

• Serve as the Group's subject matter expert for social media governance, best practices and platform management.
• Develop and maintain social media policies, SOPs, SLAs, escalation frameworks and governance standards.
• Manage relationships with social media agencies, content creators and external partners to ensure high-quality delivery and value for investment.
• Ensure all content complies with regulatory requirements, brand guidelines and corporate governance standards.

Qualifications

• Bachelor's Degree in Marketing, Digital Marketing, Mass Communication, Media Studies, Advertising, Business or a related discipline.

Experience

• Minimum 7–10 years of experience in social media strategy, digital marketing, content marketing or integrated communications.
• Proven experience managing corporate or consumer brands with measurable audience growth and engagement.
• Experience within banking, financial services, technology, lifestyle or consumer brands is highly desirable.
• Strong experience managing agencies, paid social campaigns and integrated digital marketing initiatives.