B&W Thailand Digital & Community Management Specialist

Job Title: B&W Thailand Digital & Community Management Specialist
Location: Thailand

Job Purpose

• The Community Management Specialist is responsible for being the "live" voice and ears of the brand across social communities.

• The Community Management Specialist will be in conversations and engagement with audiences and manage owned channels and brand social presence, acting as the primary point of contact for the online community.

Main Responsibilities

• Develop and execute a community engagement strategy that aligns with the brand's overall marketing objectives, fostering a positive and active online community.

• Manage the brand's owned channels, including daily monitoring, content posting, community moderation, and responding to comments and messages promptly and effectively.

• Be the 'voice' of the brand online, embodying the brand's Tone of Voice and building strong engagement with communities across social media platforms using our owned channels.

• Be the ‘ears’ of the brand through qualitative listening through comments on brand content, community content and competitor brand content – building an strong understanding of the communities we engage with.

• Proactively identify and engage with key online communities relevant to the brand.

• Conduct qualitative analysis of social media conversations, identifying trends, sentiment, and opportunities to improve brand messaging and content.

• Champion user-generated content (UGC), identifying and elevating authentic content that resonates with the brand and its community.

• Work closely with the Content Lead and Influencer Marketing team to share community insights and inform content and campaign strategies.

• Manage brand reputation within the online community, addressing customer inquiries and concerns with empathy and professionalism, escalating issues as needed.

Candidate Criteria

Experience & Qualification

• Community Management Experience: Proven experience directly managing online communities, ideally for brands or in the beauty industry. This could include:

• Growing and engaging social media audiences

• Creating and executing community engagement strategies

• Moderating online discussions and managing conflicts

• Tracking and analysing community metrics

• Content Creation Experience - Copywriting: Demonstrating the ability to create engaging written content for social media, or other online platforms.

• Customer Service Experience: Experience interacting with customers, addressing inquiries, and resolving issues in a professional and empathetic manner.

Additional Desirable Experience

• Experience with Beauty Brands: Working directly with beauty brands, retailers, or agencies is a significant advantage.

• Knowledge of Beauty Industry Trends: Demonstrated understanding of current beauty trends, products, and consumer behaviour.

Skill

Core community Engagement & Management:

• Online Community Building: Demonstrated ability to cultivate a positive, engaged online community around a brand. This includes understanding platform dynamics and fostering authentic interactions.

• Social Media Expertise: In-depth knowledge of relevant platforms (Instagram, TikTok, YouTube, etc.), including best practices, content formats, and audience nuances.

• Community Moderation: Skilfully moderating discussions, addressing conflicts, and maintaining a safe, inclusive environment. This requires strong judgment and sensitivity to diverse perspectives.

• Relationship Building: Building and nurturing relationships with community members, influencers, and internal stakeholders. Excellent communication (written & verbal) and active listening are crucial.

• Community Insights & Analysis: Analysing community data, identifying trends, and extracting actionable insights to inform brand strategy and content.

• Proactive Engagement: Taking initiative to spark conversations, run interactive activities (polls, Q&As, contests), and foster a sense of community beyond simply reacting to comments. This was mentioned in your "proactive community engagement" point.

Beauty Industry Expertise:

• Passion for Beauty: A demonstrable passion for the beauty landscape, its products, keeping up with trends, innovations, and key players, reflecting a genuine enthusiasm for the field.

• Beauty Product Knowledge: Strong understanding of beauty products, trends, ingredients, and industry terminology across makeup, skincare, haircare, etc.

• Trend Awareness: Staying ahead of beauty trends, new product launches, viral challenges, and influencer activity to keep the community engaged and relevant.

• Community Sensitivity: Understanding the importance of inclusivity in beauty, representing diverse skin tones/hair types, and navigating sensitive topics (e.g., cultural appropriation) with care.

• Competitive Awareness: Keeping up with competitor activity and best practices in the beauty space to identify opportunities and stay ahead of the curve.

Content & Communication:

• Copywriting & Tone of Voice: Excellent written communication skills, adapting brand voice and tone for different platforms and audiences.

• Content Creation (preferred): Experience creating engaging social media content (text, images, videos) tailored to beauty audiences.

• Storytelling (preferred): Crafting compelling narratives that resonate with the target audience and foster community engagement.

Customer Service & Brand Advocacy:

• Empathy & Responsiveness: Responding to customer inquiries and concerns with empathy, understanding, and professionalism. This includes addressing product questions and handling feedback (positive and negative).

• Conflict Resolution (preferred): Experience handling difficult conversations and resolving customer issues effectively, de-escalating situations, and finding mutually agreeable solutions.

• Brand Advocacy (preferred): Genuine passion for the brand and the ability to authentically represent and advocate for it within the online community. This includes promoting positive brand sentiment and addressing concerns constructively.

Leadership

• You are energized by delivering fantastic results. You are an example to others – both your results and your resilience. You are constantly on the lookout for better ways to do things, engaging and collaborating with others along the way.

• As an individual you are the one responsible for your own wellbeing and delivering high standards of work. You must also focus on the Consumer and what they need. You are humble and have your head up, looking around to interpret evidence and data smartly, spot issues and opportunities to make things better.

• Critical SOL (Standards of Leadership) Behaviors

  • PASSION FOR HIGH PERFORMANCE: Takes personal responsibility and accountability for execution and results. Has an owner’s mindset, using data and insight to make decisions.

  • PERSONAL MASTERY: Sets high standards for themselves. Actively builds own wellbeing and resilience.

  • CONSUMER LOVE: Whatever their role, always looks for better ways to serve consumers. Invests time inside and outside to understand the needs of consumers.

  • PURPOSE & SERVICE: Has humility, understanding that leadership is service to others, inside and outside Unilever.

  • AGILITY: Explores the world around them, continually learning and developing their skills.

Note: Unilever embraces diversity and encourages applicates from all walks of life! We are committed to making reasonable adjustments to provide a positive, barrier-free recruitment journey. If you require any support to complete your application or any subsequent stage throughout your recruitment journey with us at Unilever, then please specify how we may be able to assist you.

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.