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.
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.
What We Do
Be part of the world’s most successful, purpose-led business. Work with brands that are well-loved around the world, that improve the lives of our consumers and the communities around us. We promote innovation, big and small, to make our business win and grow; and we believe in business as a force for good. Unleash your curiosity, challenge ideas and disrupt processes; use your energy to make this happen. Our brilliant business leaders and colleagues provide mentorship and inspiration, so you can be at your best.
Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names and innovative-forward thinking brands like Ben & Jerry’s, The Dollar Shave Club and Dermalogica.
Every individual here can bring their purpose to life through their work. Join us and you’ll be surrounded by inspiring leaders and supportive peers. Among them, you’ll channel your purpose, bring fresh ideas to the table, and simply be you. As you work to make a real impact on the business and the world, we’ll work to help you become a better you.
