Overview

CONTENT & SOCIAL LEAD Jobs in Ho Chi Minh City, Vietnam at TheBlueTshirt

Title: CONTENT & SOCIAL LEAD

Company: TheBlueTshirt

Location: Ho Chi Minh City, Vietnam

1.ROLE PURPOSE

For a D2C brand in 2026, content IS marketing. Paid ads are expensive and ignored. PR is slow. But a single TikTok video can bring 50,000 people overnight

This role owns that daily presence. You will build the content machine, strengthen TikTok as our primary growth channel, produce content across all platforms, and manage the community — the real people who comment, DM, share, and buy because they feel connected to our brand.

You are measured on growth, engagement, and ultimately — how many people content brings to the brand that converts into customers.

2. KEY RESPONSIBILITIES & OWNERSHIP

2.1 TikTok

  • Own the brand TikTok account end-to-end: strategy, ideation, filming, editing (CapCut or equivalent), posting, optimization
  • Produce minimum 5 original TikTok videos per week — not reposts, not recycled Instagram content, original TikTok-native content
  • Run TikTok LIVE minimum 2x per week: product showcases, behind-the-scenes, Q&A, styling sessions, new drop reveals
  • Build a content pillar framework and stick to it: 3-5 recurring content types that train the algorithm and build audience expectations
  • Monitor TikTok trends daily — sounds, formats, challenges — and assess which ones fit our brand (do not chase every trend; chase the right ones)
  • Analyse performance weekly: views, completion rate, profile visits, follower growth, saves, shares — report what works and kill what does not
  • Collaborate with the D2C CRM Lead on TikTok-to-purchase tracking: content that drives traffic must be measurable
  • Manage TikTok Ads amplification for top-performing organic posts (Spark Ads) during key campaign moments

2.2 Content Production — All Channels

  • Produce daily Instagram Stories: product moments, BTS, polls, countdowns, reposts of community content
  • Post 3-4x per week to Instagram Feed/Reels — curated, on-brand, with a clear visual identity
  • Manage Facebook page: adapt TikTok content for Facebook Reels, run Facebook Lives for older demographic
  • Brief and manage any external photographers, videographers, or content collaborators when production requires it
  • Build and maintain a content calendar: minimum 2 weeks ahead at all times — no scrambling for content day-of
  • Own the brand's visual identity on social: color palette, typography, video style, caption tone. Every post must look and sound like us
  • Develop a monthly content theme aligned with the activation calendar from the Retail Marketing Manager — drops, campaigns, and store events should have content planned weeks in advance

2.3 Community Management — Own the Conversation

  • Monitor brand mentions and UGC (user-generated content) across all platforms — reshare, react, acknowledge
  • Seed the community: start conversations in comments, ask questions in captions, run polls in Stories. A passive audience does not become a community
  • Build a creator / micro-influencer shortlist: identify 10-20 local creators (Vietnam) whose audience matches ours for collaboration, gifting, and co-content
  • Monthly community health report: follower growth, engagement rate, DM volume, sentiment, top comments — share with leadership

2.4 Content Strategy & Planning

  • Set quarterly content strategy: themes, content pillars, platform priorities, and campaign tie-ins
  • Brief the brand on upcoming content needs: what do we need to shoot? What product moments are coming? What does the store need documented?
  • Own the content asset library: organize all photos, videos, UGC by product, campaign, and platform so nothing gets lost
  • Identify content gaps: which products have no content? Which customer questions are never answered? Which trends are we missing?
  • Competitor monitoring: weekly scan of what similar brands are posting — not to copy, but to stay informed and differentiated

2.5 Creator & Influencer Collaboration

  • Identify and reach out to micro-influencers (5K-100K followers, Vietnam market) aligned with brand aesthetic
  • Manage gifting program: coordinate product sends, set clear expectations (content deliverables, timeline, usage rights)
  • Brief creators properly: brand guidelines, key messages, do's and don'ts — a good brief produces good content
  • Track influencer campaign results: reach, engagement, referral traffic, any measurable sales impact
  • Build toward a brand ambassador program: 3-5 creators who consistently produce content for us on an ongoing basis

3. REQUIREMENTS

3.1 Must-Have

  • Active personal or professional TikTok presence — you must show us your TikTok when you apply. We will watch it before calling you
  • Proven ability to grow a TikTok or Instagram account for a brand (not just personal) — show us before and after follower/engagement numbers
  • Can film, edit (CapCut, InShot, or equivalent), and post independently — no reliance on a videographer for everyday content
  • Has managed a brand's social community: responded to comments, handled DMs, identified and nurtured top fans
  • Strong visual sense: knows what looks good on TikTok vs. Instagram, understands the aesthetic of our brand category
  • Writes Vietnamese captions that sound like a person, not a brand announcement — tone, humor, and authenticity matter
  • Organised enough to manage a content calendar and consistently show up — content creation requires discipline, not just creativity

3.2 Nice-to-Have

  • Has grown a TikTok account to 10,000+ followers in a relevant category (fashion, lifestyle, beauty, D2C)
  • Experience with TikTok Ads Manager: Spark Ads, in-feed video, audience targeting
  • Has collaborated with micro-influencers: briefed, gifted, tracked results
  • Basic graphic design skills: Canva, Adobe Express for Stories and static posts
  • Understanding of TikTok Shop / Shopee Live as commerce channels — not just content channels
  • Interest in or knowledge of brands like Rhode, Skims, Glossier, Duolingo TikTok — understands what great brand social looks like

3.3 Mindset

  • Obsessive about the platform: checks TikTok trends before 9am, watches competitors, naturally curious about what is performing
  • High output, low ego: produces 5+ pieces of content per week and is OK with most getting 500 views — because one will get 500,000
  • Community-first: genuinely enjoys talking to people online, not just broadcasting at them
  • Brand-loyal: treats every post as a representation of the brand, not just content to fill a calendar
  • Commercially aware: connects content to business outcomes — growth, traffic, sales — not just likes

HOW TO APPLY

We will shortlist based on your work, Please submit via email [email protected]

  • Link to your personal TikTok and/or a brand TikTok you have managed — we will watch before calling you
  • Your 3 best-performing TikTok videos: what was the result (views, follows, engagement) and what did YOU specifically do to make it work?
  • Answer this question (max 1 page): "You are joining our brand on Monday. Walk us through the first 5 TikTok videos you would film and why — include the concept, the format, and the intended outcome for each."
  • Optional: show us a content calendar you have built, a community management example, or an influencer collaboration you ran

Apply

Upload your CV/resume or any other relevant file. Max. file size: 800 MB.