Content Specialist (Social, AI & Gamification)

Responsibilities

• Independent and strategic thinking, able to conceptualise digital and social content strategies aimed at increasing engagement, strengthening brand positioning and driving measurable business outcomes
• Develop content ideas and narratives that extend into gamified mechanics such as missions, rewards, tiers, challenges, spend-to-win concepts and interactive digital experiences
• Translate campaign and loyalty concepts into platform-native content formats including teasers, explainer posts, gameplay walkthroughs, reward reveals and community driven participation content
• Develop and manage structured content calendars across platforms, ensuring alignment with brand, campaign, CRM and gamification objectives
• Design, refine and deploy AI prompts to generate captions, scripts, gameplay narratives, reward messaging and content variations efficiently while maintaining brand quality and tone
• Leverage AI tools to accelerate content ideation, storytelling, mission naming, CTA testing and optimisation
• Utilise or self-learn key social media and monitoring tools in the market including Facebook, Instagram, TikTok, LinkedIn, YouTube, XHS and emerging platforms, and recommend the right tools based on client objectives
• Ensure that social and gamified content strategies support overall brand, loyalty and retention goals
• Prepare weekly and monthly reports detailing key insights, participation performance, engagement metrics and optimisation recommendations
• Enforce social media and campaign guidelines as defined by the brands and ensure consistency of messaging across digital platforms while adapting content to each platform’s behaviour
• Foster partnerships with influencers and relevant brands to amplify campaign participation where aligned to objectives
• Review and respond to community comments in a timely and strategic manner, in accordance with service level agreements
• Monitor trends in social platforms, gamification mechanics, content formats and AI tools, and apply relevant insights to improve performance
• Measure the impact of social and gamified initiatives on overall marketing and loyalty performance
• Plan, allocate and optimise social media marketing budgets for boosted posts and paid advertisements to achieve defined KPIs

Requirements

• Demonstrates strong understanding of current social media trends, audience behaviour and interactive campaign formats
• Minimum 2 to 3 years experience managing social media and digital content strategies for brands
• Experience conceptualizing or supporting gamified campaigns, loyalty activations or interactive digital initiatives is an advantage
• Proficient and confident in using AI tools such as ChatGPT or similar platforms for structured content generation and refinement
• Able to construct clear prompts, evaluate AI outputs critically and elevate them into commercially viable, campaign-ready content
• Highly analytical and able to derive actionable recommendations from engagement, participation and conversion data
• Excellent verbal, written and presentation skills
• Strong time and project management skills
• Creative, resourceful and proactive with strong ownership of deliverables
• Meticulous attention to detail and brand consistency
• Highly adaptable in a fast-paced environment focused on continuous improvement
• A flexible self-starter who can work independently and collaboratively within cross-functional teams