Senior Content Lead (Chinese Media 风和日丽)

Job Description

UNFOLD Asia is an independent media group shaping stories that matters to Southeast Asia. Through our leading brands – Our Grandfather Story (OGS), nOm, and Ribbit.FYI — We reach over 10 million monthly viewers with authentic, culturally resonant content.

We are on a mission to redefine storytelling for the region, and we are looking for a passionate and versatile Senior Video Journalist/Content Lead to help grow our Mandarin-first content platform 风和日丽, and play a key role in content strategy, monetisation, and team leadership.

What you will do:

• Lead content strategy and growth for 风和日丽, shaping its voice and direction for Mandarin-speaking audiences in Singapore and Southeast Asia.
• Oversee end-to-end content development across platforms – from ideation/production to publishing and performance.
• Create and manage editorial calendars, and ensure content is timely, engaging, and aligned with cultural and regional trends.
• Mentor and manage a growing team, driving creativity and execution excellence.
• Partner cross-functionally to align with content and brand goals, audience insights, and monetisation strategy (i.e. branded content, platform monetisation).
• Play a pivotal role in incubating new content formats and guiding product roadmaps to future-proof media initiatives.
• Track and manage timelines, budgets, and project pipelines.

Who are we looking for?

• 3-5 years of experience in content creation, digital storytelling, or media strategy, ideally in fast-paced consumer-facing brands.
• Strong Mandarin language skills (written & spoken) and deep understanding of Chinese-speaking audiences and platforms.
• Demonstrate experience in managing or mentoring interns.
• Proven track record in creating engaging video content across platforms like Youtube, Tiktok, IG, XiaoHongShu etc.
• Experience or interest in content monetisation strategies and branded storytelling.
• Excellent project management and communication skills.
• Bonus: Experience in incubating digital products or launching new media verticals.

Why Join Us?

• Be part of a growing media group that dares to experiment and pushes boundaries in regional storytelling.
• Work with creative and mission-driven teammates who believe in the power of authentic content.
• Shape content that speaks to the culture, identity and community.
• Opportunity to lead and grow a brand from ground up, backed by one of Southeast Asia’s most beloved media brands.