Social Media Manager

Social Media Operations Manager (Overseas Markets)

Department: Overseas Marketing Department

Location: Kenya and flexible to travel to other African countries

About the Role

We are looking for an experienced Social Media Operations Manager to lead and scale the overseas social media presence of our three core brands—Twyford Tile, MICASSO Tile, and FRENCIA Bath—across multiple international markets. This role will own strategy, content, data performance, and team leadership across major global platforms

Key Responsibilities

• Own the end-to-end social media operations for three core brands across 9 overseas markets, covering platforms such as Facebook, Instagram, and TikTok, and develop market-specific operation strategies.
• Lead social media content strategy and execution, tailoring tone, format, and messaging to each brand’s positioning and product strengths, including:
• New product launches and promotions
• Targeted outreach to professional communities (e.g., masons / tilers)
• Tile and bathroom application case studies
• Short-form video and visual content
• Manage and oversee social media editorial planning and copywriting, ensuring content:
• Aligns with brand voice and positioning
• Matches local language habits and cultural context
• Accurately communicates product value while avoiding cultural risk
• Plan and execute overseas social media marketing campaigns, including concept development, resource coordination, execution, and performance evaluation, to drive brand awareness and market penetration.
• Collaborate closely with the PR team to integrate social media and PR resources, forming a unified brand communication strategy and enhancing overseas brand influence.
• Monitor and analyze platform performance data (reach, engagement, conversion, etc.), produce regular performance reports, and continuously optimize operational strategies to improve marketing ROI.
• Track social media trends, industry dynamics, and competitor activities in overseas markets, ensuring content innovation and competitive differentiation.
• Lead and manage the overseas social media operations team, including task allocation, project timeline control, capability development, and team performance management.
• Complete other overseas social media–related tasks as assigned by the department

Qualifications & Requirements

• Bachelor’s degree or above in Marketing, Advertising, Communications, or a related field.
• 5–8+ years of experience in overseas social media operations, including 2–3+ years of team management experience.
• Experience working at a leading social media agency or international brand, with strong understanding of:
• Platform algorithms
• Content distribution mechanisms
• Paid promotion logic on Facebook, Instagram, TikTok, etc.
• Proven overseas social media operation cases are highly preferred.
• Strong understanding of cultural differences and user behavior across international markets.
• Experience in the building materials industry (tiles, bathrooms, sanitary ware) or professional user communities (e.g., masons/tilers) is a strong advantage.
• Excellent copywriting and content creation skills, with the ability to adapt brand tone across platforms and regions.
• Experience planning and producing short-form video content is highly valued.
• Demonstrated experience independently leading social media campaigns, including cross-functional and PR-linked initiatives.
• Strong data analysis skills, with the ability to optimize strategy based on performance metrics.
• Excellent communication, coordination, leadership, and problem-solving abilities.
• Highly responsible, detail-oriented, and adaptable to multi-brand, multi-market, fast-paced environments

Bonus Qualifications

• Proficiency in English, French, or other foreign market languages
• Overseas social media experience in the building materials industry
• Hands-on experience with social media advertising delivery and optimization

Why Join Us?

• Manage multiple international brands with strong market presence
• High-impact role shaping overseas digital growth
• Cross-cultural, global marketing exposure
• Flexible work location options (on-site or remote)