B&W Digital & Community Management Lead

B&W VIETNAM DIGITAL & COMMUNITY MANAGEMENT LEAD 

Report to: B&W Vietnam Social & PR Lead 

Job Location: Vietnam 

Relocation Terms: Local Terms 

*This role is based in Vietnam with mandatory requirements in knowing Vietnamese language.   

JOB PURPOSE   

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

• The Community Management Lead 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. 

WHAT YOU NEED TO SUCEED 

Experience 

• 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. 

Skills 

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.