Social Media Specialist

Gently is a fast-growing personal care brand for babies, moms, and families, focused on gentle formulas, meaningful efficacy, and healthier lifestyles.
Rooted in science and modern consumer needs, Gently creates products that are safe, effective, and trusted by families across Indonesia.
About the Role
We are looking for a creative and data-driven Social Media Specialist to manage content across multiple beauty and skincare brands.
You will be responsible for planning, creating, and optimizing content that drives brand awareness, engagement, and business growth while ensuring consistency in brand identity and messaging across all platforms.
What We're Looking For
Minimum 2-3 years of experience in Social Media, Content Marketing, or Digital Content, preferably in Beauty, Skincare, or FMCG industries
Experienced in managing multiple brands simultaneously
Strong understanding of Instagram, TikTok, Threads, and emerging social media platforms
Familiar with content planning, production, and asset management processes
Strong aesthetic sense and understanding of beauty & skincare content trends that drive engagement and conversion
Excellent copywriting skills in Bahasa Indonesia with the ability to adapt tone of voice across platforms
Able to analyze content performance metrics such as Engagement Rate, Reach, Impressions, Save Rate, Watch Time, and CPV
Familiar with Meta Business Suite, TikTok Analytics/Ads Manager, Canva, Adobe Creative Suite, and content scheduling tools
Strong project management, communication, and stakeholder management skills
Experience supervising content creators, freelancers, agencies, or vendors is a plus
Familiarity with medically-backed skincare content and clinical claim communication is a plus
Willing to work from our office in BSD, Tangerang
What You Will Do
Content Planning & Execution
Create and manage daily content across Instagram Feed, Reels, TikTok, Stories, and other relevant platforms for multiple brands
Develop and maintain content calendars to ensure consistent posting schedules
Produce, coordinate, or supervise the creation of visual assets including static posts, videos, and carousels in line with brand guidelines
Write engaging, platform-specific, and SEO-friendly captions
Asset Management & Quality Control
Review and provide feedback on content assets produced by internal teams, freelancers, agencies, and vendors
Ensure all content aligns with each brand's visual identity, messaging, and tone of voice
Manage content libraries and asset management systems to maintain organized and accessible content resources
Coordinate with KOLs and influencers to ensure content alignment before publication
Trend Analysis & Reporting
Monitor and analyze content trends across TikTok, Instagram, Threads, and other relevant platforms, particularly within the beauty and skincare industry
Identify high-performing content and provide insights based on key metrics such as Engagement Rate, Reach, Save Rate, CPV, and Watch Time
Prepare monthly content performance reports with actionable recommendations for improvement
Conduct competitor analysis and provide regular industry benchmarking updates
Cross-Functional Collaboration
Collaborate with the Performance Marketing team to align organic and paid content strategies
Brief and supervise content creators, freelancers, agencies, and production partners
Support brand campaign planning and execution from a content strategy perspective
Work closely with Brand, Creative, and E-commerce teams to ensure integrated marketing execution across channels
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