Content strategist specialist (regional: sea & china markets)

1. ROLE OVERVIEW

Maisa World is seeking two Content Strategist to build and scale a regional content growth engine across Southeast Asia and Chinese digital ecosystems.

This role will lead content strategy across multiple platforms, including:

• Global platforms (TikTok, Instagram, YouTube)
• Southeast Asia platforms
• China-specific platforms (Douyin, Xiaohongshu, WeChat, Bilibili)

1. KEY RESPONSIBILITIES

• Develop multi-market content strategy across:
• Singapore
• Vietnam
• Hong Kong
• China (digital-first entry)
• Define:
• Content pillars
• Messaging frameworks
• Market-specific storytelling
• Ensure content is:
• Localized (language, culture, behavior)
• Scalable across markets

 B.  Multi-Platform Strategy

• TikTok
• Instagram
• Facebook
• YouTube

• Douyin → short video + e-commerce
• Xiaohongshu → product discovery + reviews
• WeChat → CRM + private traffic + mini programs
• Bilibili → long-form + community content
• Define platform-specific strategies, including:
• Content formats
• Posting cadence
• Algorithm optimization
• Conversion pathways

• Build structured content funnels:
• Awareness (viral / trend-driven)
• Engagement (education / storytelling)
• Conversion (reviews / proof / promotions)
• Adapt funnel per platform:
• Xiaohongshu → trust + reviews
• Douyin → impulse + conversion
• TikTok → viral reach
• WeChat → retention & CRM

• Develop China content entry strategy without full physical presence initially
• Build:
• Cross-border brand awareness
• Chinese consumer trust via content
• Work with:
• Local agencies / creators (if required)
• Cross-border e-commerce teams

• Lead content strategies for:
• New brand launches
• IP collaborations
• Seasonal campaigns
• Create:
• Content calendars
• Launch frameworks
• Creative direction

• Track performance across all platforms:
• Engagement
• Reach
• Conversion
• ROI
• Identify:
• Winning content formats by market
• Platform-specific growth levers
• Integrate insights into:
• Internal dashboards (Power BI)
• AI-driven decision-making

• Lead and guide:
• Content Generalists
• Creators / editors
• Provide:
• Strategic direction
• Content briefs
• Quality control

• Develop influencer & KOL strategy across:
• Vietnam
• Singapore
• China
• Build:
• UGC pipeline
• Scalable creator collaborations
• Understand:
• China KOL ecosystem (very different from SEA)

• Align content across:
• Social media
• E-commerce
• Retail
• Smart vending machines
• Ensure consistency across Maisa World’s phygital ecosystem

1. REQUIREMENTS

• 3–7 years in:
• Content strategy / digital marketing / social growth
• Proven experience scaling:
• TikTok or short-form video platforms
• Experience or exposure to China platforms is highly preferred

• Strong understanding of:
• Multi-platform content ecosystems
• Consumer behavior across SEA & China
• Ability to:
• Localize content strategies
• Analyze data and drive decisions
• Manage cross-market execution

• Familiarity with:
• Douyin content formats
• Xiaohongshu product seeding strategies
• WeChat ecosystem (CRM, private traffic)
• Mandarin language is a strong advantage

• Commercially driven (focus on revenue impact)
• Data-first thinker
• Fast execution + adaptability
• Strong ownership mindset

1. KPIs & SUCCESS METRICS

• Content-driven:
• Sales conversion
• Traffic growth
• Platform growth:
• Followers, engagement, reach
• China market:
• Brand awareness development
• Content traction
• Speed:
• Trend execution turnaround

1. MAISA WORLD EXPECTATIONS

• Singapore, China and Hong Kong content direction
• Premium brand storytelling
• Cross-market scalability

• Vietnam and Singapore content direction
• High-volume content production
• Trend execution
• Local consumer engagement

• Digital-first market entry
• Content-led brand building
• KOL-driven expansion

1. WHY JOIN MAISA WORLD

• Work with global IP brands and high-growth consumer products
• Build a multi-market content engine (SEA + China)
• Be part of a next-generation AI-driven distribution platform
• Direct impact on revenue and brand growth

1. INTERVIEW TASK

Candidates may be required to:

• Build a content strategy for launching a snack brand across:
• Vietnam (TikTok)
• Singapore (Instagram/TikTok)
• China (Xiaohongshu + Douyin)
• Show how content drives:
• Awareness → Engagement → Conversion

NOTE TO CANDIDATES

China is not just another market. It’s a different content universe.

If you are someone strong knowledge in:

• TikTok + Douyin + Xiaohongshu

You are effectively part of the team building a growth engine for Maisa World future China expansion