Role Purpose
This is a dual-intellect role. You will be the Social Media Architect defining the visual language, storytelling, and high-end aesthetic for our luxury verticals and the lead for our performance agency. You are the Chief Storyteller for Foodlink's Banquets and Catering division. Your mission is to build a dominant social media presence that defines Luxury Excellence. You will own the content strategy, visual aesthetics, and platform growth across the organic ecosystem, while directing our agency to ensure your high-performing content reaches the right HNI and Corporate audiences.
Key responsibility areas
The Social Media Core (Strategy & Execution)
Visual Identity & Aesthetic Control: Act as the Brand Guardian. Ensure every Reel, Carousel, and YouTube Short meets the premium standards of Jade. You define the color palettes, the transition styles, and the Foodlink Look.
Platform-First Strategy:
- Instagram: Own the Dream Wedding narrative. Lead high-production Reels that showcase grand entries, intricate table settings, and the behind-the-scenes chaos of a 5-star kitchen turned into art.
- YouTube: Develop a long-form strategy. Create The Foodlink Experience seriesinterviews with executive chefs, venue walkthroughs, and client testimonials that build deep trust.
- Facebook: Use community-driven content to engage with decision-makers in the 3555 age bracket (parents of the bride/groom and corporate planners).
- Pinterest: Create Inspiration Boards to capture the early-stage planning funnel for weddings and luxury galas.
- Content Lifecycle: You don't just post; you build Content Pillars. From Chef's Signature Series to Venue Spotlight, you manage the entire editorial calendar.
- Influencer & Collab Strategy: Identify and partner with luxury lifestyle influencers, wedding planners, and food critics to create authentic, high-reach collaborations.
Growth & Organic Acquisition
- Social Discovery: Optimize content for platform search (Instagram SEO/YouTube SEO) so Foodlink appears first when users search for Luxury Catering or Premium Wedding Venues.
- In-App Engagement: Drive the Comment-to-Inquiry funnel. Use interactive stories, polls, and direct engagement to turn casual followers into high-intent leads.
- High-Intent Growth: Drive organic visibility across Google Search (Local SEO), LinkedIn, and Pinterest to ensure Jade Banquets and Foodlink Catering are the first choice for Luxury Weddings and Premium Corporate Catering.
- Virtual Hook CTAs: Develop high-converting digital entry points, such as Request a Menu Preview, Book a Virtual Venue Tour, or Download Wedding Planning Checklist to capture intent early.
- Referral & Planner Ecosystems: Create digital-first referral mechanisms for event planners and wedding consultants to increase organic B2B reach.
- Discovery through Aesthetics: Use Jade's grand decor and Foodlink's plated excellence to drive discovery via high-production vertical video and immersive storytelling.
Content-Led Luxury Positioning
- Aspirational Brand Hooks: Collaborate with the Video/Production teams to create Event After-Movies and Behind-the-Kitchen hooks that showcase the scale and precision of luxury catering.
- Habit-Forming Content for Planners: Design content series tailored for the industry (e.g., Trending Wedding Menus or MICE Venue Innovations) to stay top-of-mind with corporate bookers.
- Tentpole IP Moments: Align content strategy with the Wedding Season and major corporate calendar peaks, ensuring maximum organic shareability during high-intent months.
Retention, Nurturing & CRM
- Lead Lifecycle Journeys: Develop automated lead-nurturing sequences (WhatsApp/Email) that guide a prospect from Inquiry to Venue Visit (via agency/CRM).
- In-App/In-Mail Messaging: Manage personalized push notifications and LinkedIn InMail strategies for corporate accounts to drive repeat MICE bookings.
- Cohort Analysis: Analyze lead behavior (e.g., Corporate vs. Social) to refine targeting and improve the long-term conversion rate of the inquiry pipeline.
Media Planning & Agency Steering
- Creative-Led Media Buying: You provide the Fuel (the content), and the agency provides the Engine. You direct the agency on which high-performing social posts to boost and which narratives to use for Paid Search.
- Performance Agency Management: Lead the agency to execute high-precision Meta and Google Search campaigns focused on CPL (Cost Per Lead) and Lead Quality.
- Strategic Oversight: Review agency performance not just on clicks, but on how well the paid ads align with the organic brand voice you've built.
- A/B Testing Frameworks: Build frameworks to test landing page layouts, inquiry forms, and ad copy to minimize friction in the Request a Quote process.
- Budget Orchestration: Allocate budgets between Brand Awareness (Social Growth) and Hard Conversion (Lead Gen) based on the seasonal event calendar.
- Sentiment Mapping: Use social listening tools to understand what the luxury market is talking about and pivot the content strategy in real-time.
Candidate Profile: The Social-First Marketer
- 69 years of experience with a heavy portfolio in Social Media Management for luxury, hospitality, or lifestyle brands.
- Content Prowess: You must have a Producer's Mindsetknowing how to brief a videographer to get that oneperfect shot of a sizzling kebab or a crystal chandelier.
- Platform Native: You live on Instagram and YouTube; you understand the nuances of algorithms, trending audio, and new feature releases before they go mainstream.
- Agency Management: Proven experience in telling an agency exactly what you need, rather than letting them dictate the strategy to you.
