Social Media Lead - 1 year

The Social Media Lead is responsible for shaping and leading the social media strategy across Smoke‑Free Product (SFP) brands, translating brand and commercial priorities into impactful, channel‑first social ecosystems.

This role owns the end‑to‑end social agenda—from strategy and content frameworks to agency orchestration, performance optimisation, and insight generation—ensuring social media plays a meaningful role across the consumer journey and supports brand growth objectives.



Key Responsibilities
1. Social Media Strategy & Campaign Leadership
Lead the development of annual and campaign‑based social media strategies aligned with brand, portfolio, and commercial priorities.

Orchestrate social media plans across platforms (Facebook, Instagram, Telegram, YouTube, live streaming and relevant emerging platforms), ensuring clear channel roles and objectives across awareness, consideration, and conversion.

Act as the social media lead for key launches and brand moments, working closely with Brand, Portfolio, CX, and Commercial teams to ensure integrated and effective execution.

Translate global social strategies and assets into locally relevant, regulation‑compliant executions, in collaboration with cross‑functional stakeholders.



2. Content & Creative Leadership
Define content strategies, narratives, and formats tailored to each social platform to maximise engagement and brand relevance.

Provide clear creative direction to agencies and partners, ensuring content is channel‑native, on‑brand, and aligned with campaign objectives.

Oversee content calendars and publishing frameworks, ensuring quality, consistency, and timeliness, while maintaining flexibility to respond to business needs.

Identify and champion innovation, new formats, and emerging social trends, testing and scaling ideas that deliver impact.

Lead the content creators marketing strategy across SFP brands, ensuring creator partnerships are aligned with brand positioning, campaign objectives, and platform‑specific best practices.

Identify, evaluate, and onboard relevant creators and brand collaborators who can authentically deliver brand messages while complying with local regulations and PMI Marketing Code requirements.

Define creator roles within campaigns (e.g. awareness, education, advocacy), ensuring creator content complements paid, owned, and earned social activity and develop clear creator briefs and content frameworks, balancing creative freedom with brand consistency, legal compliance, and channel effectiveness.

Stay up to date with creator ecosystem trends, platform guidelines, and emerging collaboration models, proactively identifying opportunities to strengthen brand relevance through creator partnerships.



3. Performance, Insights & Optimisation
Own social media performance tracking across brands and campaigns, translating data into clear insights and optimisation actions.

Provide channel‑specific ROI and effectiveness analysis to inform media investment, content strategy, and prioritisation.

Leverage social listening and performance data, in partnership with Consumer Insights and CX teams, to generate actionable learning loops that improve marketing effectiveness.

Deliver regular performance and insight reporting to key stakeholders.



4. Agency & Stakeholder Management
Act as the primary social media lead across creative agencies, ensuring briefs are clear, output quality is high, and work ladders back to brand and business objectives.

Provide structured feedback, challenge ideas constructively, and drive continuous improvement in creative and executional standards.

Collaborate closely with internal stakeholders (Brand, Portfolio, CX, External Affairs, Legal) to ensure alignment, compliance, and smooth execution across all social initiatives.



5. Budget Ownership & Governance
Own and manage the social media budget, ensuring cost efficiency, flexibility, and alignment with annual brand and commercial priorities.

Ensure all social media activities fully comply with local market regulations, PMI Marketing Code, and business conduct policies.



Experience & Qualifications
Experience
Minimum 8 years’ experience in social media or digital marketing, with demonstrated ownership of strategy, campaign leadership, and performance optimisation.

Proven experience working with creative and media agencies in a lead or ownership role.

Experience operating in a regulated marketing environment is an advantage.



Skills & Competencies
Must Have

Strong understanding of social media platforms, trends, and content best practices

Ability to translate data and numbers into clear, actionable insights

Proficiency in Microsoft PowerPoint and Excel (including Pivot Tables, VLOOKUP)

Strong written communication skills in English and Bahasa Malaysia

Confident stakeholder management across multiple functions and seniority levels

Nice to Have

Experience using Sprinklr or other social media management / listening tools

Ways of Working
Digital‑first mindset with a balance of strategic thinking and executional rigour

Strong ownership, prioritisation, and time‑management skills

Creative, proactive, and comfortable working in a fast‑paced, matrix environment