Digital Marketing Officer

Our team is young, dynamic, and constantly innovating to ensure the maximum value for our stakeholders and prioritizes customer experience above all else.

Role Description

The Digital Marketing Officer oversees execution of digital marketing across all Lay Bare Group brands. They manage content calendars, TikTok, Viber communities, and influencer/UGC partnerships, ensuring all outputs are timely, on-brand, and aligned with campaigns to drive engagement, community growth, and bookings

1. Content Calendar Integration & Management

• Review and align monthly content calendars from the social media agency
• Ensure all campaigns, promos, and brand priorities are accurately reflected
• Identify gaps and recommend necessary add-on content
• Coordinate approvals and finalization with internal stakeholders

1. Internal Content Planning & Execution

• Plan and deploy internal content not covered by the agency, including: LSMs (Local Store Marketing / franchise support), Operational announcements and advisories and Campaign add-ons and real-time content

1. TikTok Content Ownership & Growth

• Lead planning and posting of TikTok content across brands
• Ensure consistent cross-posting and optimization of short-form videos
• Identify trends, formats, and content opportunities relevant to the brand
• Monitor performance and recommend improvements to drive reach and engagement

1. Influencer, UGC & KOL Management

• Serve as the main point of contact for all influencer, UGC, and KOL partnerships
• Source, coordinate, and manage creators aligned with brand personas
• Oversee deliverables, timelines, and content quality
• Ensure outputs align with campaign objectives and brand guidelines
• Track performance and maintain influencer/UGC databases and trackers

1. Viber Community Management

• Manage and grow brand Viber communities across all applicable brands
• Plan and deploy content including promos, reminders, and engagement posts
• Support campaign pushes and booking nudges through Viber
• Monitor engagement and recommend strategies to improve participation and conversion

1. Agency Coordination & Quality Control

• Serve as the day-to-day point of contact for the social media agency
• Ensure deliverables meet agreed timelines, volume, and quality standards
• Consolidate feedback and manage revisions
• Maintain consistency in messaging, tone, and brand alignment

1. Customer Care & Booking Support

• Support digital initiatives that drive inquiries and bookings
• Align messaging with booking platforms (e.g., MyTime)
• Assist in monitoring engagement and ensuring timely responses as needed

1. Performance Monitoring & Optimization

• Track performance of digital content, TikTok, Viber, and influencer campaigns
• Identify top-performing and underperforming content
• Provide actionable insights to improve future outputs
• Conduct competitor checks and trend monitoring

Qualifications

• Bachelor’s degree in Marketing, Communications, or related field
• 3–4 years experience in digital marketing, social media, or campaign coordination
• Experience in influencer marketing and community management is an advantage
• Strong understanding of TikTok and short-form content trends
• Experience working with agencies is a plus
• Strong organizational and project management skills
• Excellent communication and coordination abilities
• Detail-oriented, proactive, and solutions-driven

• Company-issued equipment
• Skills advancement opportunities
• Free services in Lay Bare Academy (e.g. waxing, nail care, etc.)
• Company events and activities

• HMO
• Group life accident insurance
• Monthly complimentary services to all brands from company-owned branches
• Paid leaves