The Social Media Executive is responsible for managing and developing the resort's social media presence across a portfolio of 11 social media accounts, ensuring consistent brand positioning, engaging storytelling and effective digital communication. The role requires a combination of creativity, strong copywriting skills, visual sensitivity and digital marketing knowledge. The successful candidate must be able to translate the resort's brand identity, experiences, culinary offerings, culture and activities into compelling digital content that resonates with the target audience. The position also requires close collaboration with internal departments, creative teams and operational colleagues to ensure timely content delivery, coordinated campaigns and effective coverage of resort activities and events.

Responsibilities

A. Social Media Management & Content Planning

Manage and oversee the resort's portfolio of 11 social media accounts, ensuring consistency in brand identity, tone of voice and content quality.
Develop and maintain monthly social media content calendars, including content themes, campaign priorities, captions and publishing schedules.
Monitor social media performance, audience engagement, trends and platform developments.
Ensure all content is aligned with the resort's brand positioning, marketing objectives and communication guidelines.
Manage scheduling, publishing and day-to-day updates across relevant social media platforms.
Maintain an organized content library and ensure the appropriate use of approved visual assets.

B. Creative Concept Development & Visual Direction

Develop creative content ideas and campaign concepts that reflect the resort's positioning and brand storytelling.
Prepare mood boards, visual references and creative direction to communicate the intended look, feel and atmosphere of each campaign.
Demonstrate a strong understanding of visual composition, photography styles, content formats and digital trends.
Translate campaign objectives into engaging social media executions, including Reels, Stories, carousels and other relevant formats.
Identify creative opportunities to showcase the resort's rooms, villas, dining destinations, wellness experiences, cultural programmes and sustainability initiatives.
Contribute fresh ideas while ensuring that creativity remains consistent with the resort's luxury brand standards.

C. Copywriting & Content Creation

Develop compelling, accurate and engaging copy for social media platforms, including captions, headlines, campaign descriptions and short-form content.
Demonstrate strong storytelling abilities and an understanding of luxury hospitality communication.
Adapt writing styles and messaging according to the platform, audience and communication objectives.
Ensure accuracy in grammar, spelling, brand terminology and factual information.
Collaborate with relevant departments to obtain accurate information before developing content.
Ensure all published content reflects the resort's tone of voice and communication standards.

D. Digital Advertising & Performance

Support the planning, execution and monitoring of paid social media campaigns, particularly through Meta Ads Manager (Facebook and Instagram).
Assist in setting up campaign objectives, audience targeting, placements, budgets and advertising schedules.
Monitor advertising performance and provide regular updates on key metrics, including reach, impressions, engagement, clicks and conversions where applicable.
Identify opportunities to optimise campaign performance based on available insights and data.
Coordinate with external agencies or digital partners when required.

E. Photoshoot & Creative Production Coordination

Coordinate and schedule photoshoots, video productions and other content creation activities.
Liaise with relevant departments to secure the necessary arrangements, locations, talent, products and operational support.
Prepare creative briefs, mood boards, shot lists and references ahead of each production.
Support the creative team during photoshoots and filming, ensuring that the agreed creative direction is properly executed.
Coordinate with operational teams to minimize disruption to guest experiences and daily resort operations.
Ensure all produced assets are properly organized, reviewed and made available for future marketing use.

F. Internal Communication & Cross-Departmental Collaboration

Work closely with relevant departments, including Food & Beverage, Rooms, Spa, Events, Recreation and other operational teams, to identify content opportunities and gather information.
Maintain proactive communication with relevant departments to ensure content requirements, schedules and campaign details are clearly understood.
Demonstrate flexibility and adaptability in supporting other departments when required, particularly during campaigns, special events and operational activities.
Follow up on content requests and ensure deliverables are completed according to agreed timelines.
Build positive working relationships with colleagues across the resort.

G. Event Coverage & Live Reporting

Take responsibility for social media coverage during resort events, special occasions, media visits, VIP activities, product launches and other relevant activations.
Be available to provide live reporting through Instagram Stories and other appropriate social media formats.
Capture timely photographs and short-form videos to communicate the atmosphere and key moments of each event.
Coordinate with the PR & Marketing team and event organisers to understand the programme, key messages and priority moments.
Ensure live content is accurate, visually appropriate and aligned with the resort's brand standards.
Remain flexible with working hours when required to support scheduled events and special activities.

Skills

Diploma or Bachelor's degree in Marketing, Communications, Public Relations, Digital Marketing, Multimedia or a related field.
Minimum 2–3 years of relevant experience in social media management, digital marketing or content creation, preferably within luxury hospitality, lifestyle or a premium consumer brand.
Experience managing multiple social media accounts and developing content calendars.
Proven ability to develop creative concepts, mood boards and visual references.
Strong copywriting skills in English; proficiency in Bahasa Indonesia is an advantage.
Practical experience with Meta Business Suite and Meta Ads Manager.
Familiarity with social media scheduling tools, analytics platforms and content management systems.
Basic photography and videography skills, with an understanding of editing applications such as Canva, Adobe Creative Suite or equivalent tools.