Growth and Social Media Lead
Who We Are
The MeatMen Channel is a Singapore-based food media brand and agency creating recipes, videos, and food stories for a passionate community of food lovers. The team runs both our own platforms and client campaigns across social and digital channels.
Job Description
Growth and Social Media Lead – The MeatMen Channel
Role Overview
The Growth and Social Media Lead is a digital marketing specialist who manages the strategy, execution, analytics, and growth of @themeatmenchannel across key platforms such as Facebook, Instagram, YouTube and TikTok etc. This role combines social media management, brand stewardship, content creation, ads management and data-driven experimentation to grow followers, subscribers, engagement, and revenue-related outcomes such as branded content, classes, and events. You are the gatekeeper of all content that goes out on @themeatmenchannel and a key partner to internal teams and external creators. You also need to like food.
Key Responsibilities
1. Growth, Analytics and Experimentation
- Understand who our followers are, where they come from, and what they care about.
- Own and report on growth KPIs per platform, and set targets with clear initiatives to achieve them.
- Build simple dashboards to track performance and turn insights into content and scheduling recommendations.
- Run A/B tests on key variables (thumbnails, hooks, formats, posting times) and document learnings and recommendations for the team.
2. Social Media Strategy and Brand Stewardship
- Map and optimise follower funnels from reach to website, recipes and in-person activations.
- Develop and execute a cross-platform content and growth strategy for @themeatmenchannel.
- Own the content calendar across editorial content, client campaigns and key initiatives.
- Act as brand guardian for all outgoing content and collaborate with internal teams to turn business goals into content and distribution plans.
3. Content Creation and Production
- Review and approve daily content, including hero content and cutdowns, captions, and copy.
- Ideate, storyboard, and produce content weekly for both editorial and client projects, managing timelines and deliverables.
- Create self-shot and edited short-form content using tools like Canva and CapCut when needed.
- Work with external talents such as creators, influencers, and freelancers to deliver high-quality assets.
- Lead 3–4 editorial productions as a producer every month
4. Platform, Community and Paid Management
- Oversee day-to-day management of key platforms (Facebook, YouTube, Instagram, TikTok, etc.)
- Handle key comments/DMs and drive community initiatives like prompts, polls, Q&A and lives.
- Develop recurring series and content pillars that encourage binge-watching and repeat visits.
- Plan, manage and optimise paid campaigns and ad spend to maximise growth and performance.
- Produce post-campaign reports for client content according to PM/BD timelines, including insights and recommendations.
5. Classes, Events and Strategic Alignment
- Turn content into on-ground activations like cooking classes, meet-and-greets and private meal sessions.
- Work with leadership to align channel growth with revenue goals (branded content, classes, events).
- Share monthly/quarterly growth insights and forecasts, with clear risks, opportunities and budget recommendations.
- Help refine internal SOPs to improve efficiency and quality across content and social workflows.
What Your Week Looks Like
Daily
- Review and approve content and copy.
- Oversee hero content and cutdowns.
- Coordinate with internal teams on editorial and client deliverables.
- Create or guide self-made reels/short-form content, where relevant
Weekly
- Content ideation, storyboarding, and production planning.
- Platform management, posting (where needed), and community responses.
- Ongoing ad spend management and optimisation.
Monthly / Quarterly
- Produce editorial content as producer (3–4x per month).
- Prepare client reports and internal performance summaries.
- Review dashboards and analytics, share insights, and refine strategy and SOPs.
Requirements
Must-have :
- Genuine passion for food, cooking, and food culture.
- Strong social media understanding across major platforms (Facebook, YouTube, Instagram, TikTok; bonus if familiar with XiaoHongShu and Pinterest).
- Certificate or demonstrable skills in analytics (basic/intermediate; advanced is a plus), comfortable working with numbers and dashboards.
- Diploma or Degree in Marketing, Communications, Media, Business, or related field (or equivalent relevant experience).
- Experience running paid social media campaigns and understanding of key performance metrics.
- Working knowledge of SEO and/or social SEO (titles, descriptions, tags, search intent for videos and articles).
- Strong creative and storytelling skills, especially in short-form video and social-first content.
- Proficiency in Canva and CapCut (or similar design and video editing tools).
- Excellent project management and communication skills; comfortable coordinating internal teams and external partners.
Nice-to-have :
- Experience with influencer/creator partnerships and talent management.
- Experience in a food, lifestyle, or media brand or agency environment.
- Familiarity with basic performance marketing concepts and marketing funnels.
- Experience supporting events, classes, or other on-ground activations.
