Social Content Strategist (Social Commerce)

ABOUT THE COMPANY

AIRR Labs, headquartered in Singapore, is a leading e-commerce enabler in Southeast Asia, specializing in FMCG, Beauty, and Lifestyle brands on platforms like TikTok Shop, Shopee, and Lazada. The company provides comprehensive digital commerce solutions, including content strategy, performance marketing, store management, short-form video production, livestreaming, and multi-channel fulfillment.

We are looking for curious and highly motivated individuals who can seize exciting market opportunities and turn them into impactful brand strategies and execution.

RESPONSIBILITIES

** 1. Content Direction & Strategy**

• Develop and own content direction for brand(s), including key angles and overarching creative narrative aligned with brand positioning and business objectives.
• Translate brand briefs and market/audience insights into actionable content strategy, ensuring relevance to platform trends (especially TikTok) and the beauty category.
• Build and maintain the content planning and allocation framework (e.g., pillar-to-output ratio, content mix, posting cadence) for the Social Content Associate team to execute against.

2. Execution Oversight & Team Support

• Review content ideas, scripts, and social posts produced by Social Content Associates to ensure alignment with the established content direction and allocation.
• Provide guidance and feedback to Associates to maintain quality, consistency, and on-brand execution, minimizing rework and misalignment.
• Act as the escalation point for content-related questions or roadblocks within the team.

3. Cross-functional Collaboration

• Work closely with Social Account, Media, and Affiliate teams to ensure content strategy supports broader brand and campaign goals.
• Participate in new brand pitching (on an as-needed basis), leading the content direction/content strategy component of proposals to demonstrate AIRR Labs' creative potential and value to prospective brands.
• Partner with Video Production to ensure content direction is feasible and well-translated into final video output.

4. Performance & Optimization

• Monitor content performance against strategy (engagement, views, growth trends) and use insights to refine content pillars, angles, and allocation over time.
• Stay on top of TikTok trends, platform shifts, and beauty category content benchmarks to keep content direction fresh and competitive.

REQUIREMENTS

• Experience in a Content Strategy, Content Lead, or Senior Content role, ideally within an agency, beauty brand, or social-first environment.
• Strong understanding of content strategy frameworks (content pillars, angles, content mix/allocation) and how to apply them to short-form video platforms, especially TikTok.
• Proven ability to translate brand direction into clear, actionable content plans that a team can execute against.
• Experience guiding or mentoring junior content team members (e.g., reviewing scripts/ideas, giving constructive feedback).
• Strong sense of beauty category trends, TikTok culture, and short-form video storytelling.
• Excellent communication skills, with the ability to clearly articulate strategy both internally and to brand stakeholders.
• Comfortable balancing strategic planning with hands-on content execution when needed.
• Experience contributing to pitch proposals/new business decks is a plus.

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