Content & Social Media Manager

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Padol

LUMINARI | Jewelry Brand

About the role:

LUMINARI is looking for a Content & Social Media Manager to own how our brand, products, campaigns, and ideas come to life across social media. Working within the broader marketing strategy, you will translate LUMINARI’s business priorities, campaigns, product launches, and brand direction into social-first content that people want to watch, save, share, and engage with. We are looking for someone who is social-first, globally minded, visually sensitive, and culturally curious — someone who naturally keeps up with what is happening across fashion, jewelry, beauty, lifestyle, and social media, both in Thailand and internationally.
You should be able to spot what makes people stop scrolling, turn ideas into strong content concepts, and balance brand storytelling, product, education, trends, and culture in a way that feels relevant, contemporary, and distinctly LUMINARI. This role combines content strategy, creative thinking, and hands-on execution. You will work closely with the Head of Marketing, Graphic Designer, Video Editor, Sales team, and Founder to bring content from idea to execution.

Key Responsibilities:

  • Social Media & Content Strategy
    • Own LUMINARI’s social media and content strategy across Instagram and TikTok, within the broader marketing and brand direction
    • Translate marketing campaigns, product launches, business priorities, and brand initiatives into compelling social-first content
    • Own and manage the social media content calendar
    • Develop a balanced content mix across product, education, styling, storytelling, campaigns, trends, behind-the-scenes, founder-led, and community-driven content
    • Proactively identify content opportunities rather than waiting for briefs
    • Develop recurring content series and formats that build familiarity and strengthen LUMINARI’s social identity over time
    • Understand the role of content throughout the customer journey — from awareness and engagement to consideration and action
  • Content Ideation & Creation
    • Research and develop content concepts, hooks, scripts, captions, references, creative briefs, and shot lists
    • Turn marketing objectives into ideas that feel native to Instagram Reels, Stories, TikTok, carousels, and emerging formats
    • Capture spontaneous and day-to-day content around the showroom, products, team, events, and behind-the-scenes moments
    • Be comfortable creating and editing simple content independently when speed matters
    • Collaborate with the Graphic Designer and Video Editor on more polished content and campaigns
    • Prepare clear creative briefs, moodboards, references, and shot lists for internal and external creative teams
    • Support content shoots and help ensure the intended creative direction is carried through during production
    • Work with photographers, stylists, creators, and external production teams when required
    • Ensure every piece of content feels consistent with LUMINARI’s visual identity and tone of voice
  • Trends, Culture & Creative Research
    • Stay closely connected to international brands, creators, fashion, jewelry, beauty, lifestyle, design, and digital culture
    • Actively follow global social media trends, platform behavior, and emerging content formats
    • Understand what feels current and culturally relevant, rather than simply replicating viral trends
    • Regularly bring interesting campaigns, brands, creators, visual references, and new content ideas to the team
    • Look beyond jewelry for inspiration and identify ideas that could be translated into the LUMINARI world
    • Understand the difference between following a trend and adapting it in a way that still feels right for the brand
  • Copy & Storytelling
    • Write and develop hooks, captions, short-form scripts, Story copy, and social messaging in Thai and English
    • Turn jewelry knowledge, product details, and customer questions into content that is clear, interesting, and easy to understand
    • Find compelling storytelling angles around products rather than relying only on product features
    • Develop narratives and content series that help customers understand the thinking, design, and stories behind LUMINARI
    • Maintain a consistent LUMINARI voice across social channels
  • Content Performance & Insights
    • Monitor content performance and identify what is working, what isn’t, and why
    • Track key social metrics including reach, views, watch time, engagement, saves, shares, follower growth, and content-driven actions
    • Look beyond engagement to understand how content contributes to product interest, inquiries, showroom visits, and consideration
    • Identify patterns across topics, formats, hooks, creative approaches, and audience behavior
    • Use these insights to continuously improve future content
    • Share learnings and actionable recommendations with the Head of Marketing to help inform broader marketing decisions
  • Creators & Community
    • Stay connected to relevant creators, influencers, customers, and cultural conversations
    • Identify creators and emerging voices that could be a strong fit for LUMINARI and recommend opportunities to the Marketing team
    • Support influencer and creator collaborations from a content perspective, including creative angles, briefs, and content usage
    • Identify opportunities to turn customer stories, UGC, FAQs, comments, and conversations into content
    • Monitor brand mentions and relevant social conversations to uncover audience insights and content opportunities
    • Develop interactive social formats such as Q&As, polls, responses, and community-led content where relevant
  • Content Operations & Collaboration
    • Manage the end-to-end content workflow, from idea and briefing through production, review, publishing, and performance analysis
    • Maintain an organized content calendar, production schedule, and asset library
    • Brief and collaborate closely with Graphic Designers and Video Editors to ensure content is delivered on time and to the intended standard
    • Work with the Head of Marketing to translate campaigns and business priorities into social content
    • Coordinate with the Sales team to understand customer questions, product interests, objections, and recurring conversations that could become content
    • Support content creation during campaign shoots, product launches, showroom activations, bridal events, and other LUMINARI events
    • Work with the Founder on founder-led content, including developing concepts, scripts, references, and shot lists before filming

Qualifications:

  • 5+ years of experience in social media, content strategy, content creation, or a related creative role, ideally within a brand, agency, or creative environment
  • Proven experience owning social media and content from strategy through execution, rather than execution alone
  • Strong understanding of Instagram and TikTok, particularly short-form video and platform-native content
  • Strong command of English, both written and spoken; you should be comfortable researching, writing, and consuming content in English daily
  • Strong interest in and familiarity with international brands, creators, media, and global culture
  • A global and contemporary perspective on branding, content, and communication
  • Strong visual instinct with excellent attention to detail
  • Strong storytelling and copywriting skills in both Thai and English
  • Experience with fashion, jewelry, beauty, lifestyle, hospitality, or premium consumer brands is a strong advantage
  • Able to turn a marketing objective or creative direction into a clear content concept and execution plan
  • Experience briefing and coordinating with designers, editors, photographers, creators, or external production teams
  • Comfortable capturing photo and video content using a smartphone
  • Working knowledge of video editing tools such as CapCut, Adobe Premiere Pro, or similar
  • Familiarity with Canva or Adobe Creative Suite is a plus
  • Strong organizational and project management skills, with the ability to manage multiple content projects and deadlines
  • Comfortable collaborating across creative, marketing, sales, and external production teams
  • Fine jewelry knowledge is an advantage, but not required. Curiosity, creative judgment, commercial awareness, and the ability to learn quickly matter more to us.

What we’re looking for:

  • You have ideas.
  • You naturally notice interesting content, campaigns, conversations, and cultural moments and think about how they could become something relevant for LUMINARI.
  • You have a strong visual instinct.
  • You have a good eye for composition, styling, typography, imagery, and overall brand presentation. You can recognize what feels current and relevant to the brand and, more importantly, explain why a creative direction works.
  • You are globally curious.
  • You actively follow international brands, creators, publications, and culture across fashion, jewelry, beauty, lifestyle, and beyond. Your references extend beyond your immediate social feed or local trends.
  • You understand brands.
  • You can look at a piece of content and understand whether it fits the brand behind it. You know that great content isn’t about following every trend, but about knowing which ideas to use, adapt, or leave behind.
  • You understand social.
  • You know the difference between content that simply looks good and content that people actually want to watch, save, share, talk about — or act on.
  • You think commercially.
  • You understand that social media isn’t only about views and engagement. You think about how content can build desire, consideration, product interest, and ultimately support the business.
  • You can execute.
  • You don’t stop at ideas. You can turn a concept into a brief, script, reference, shot list, or actual piece of content and coordinate with the team to bring it to life.
  • You are proactive.
  • You don’t wait for someone to tell you what to post every day. You actively research, propose ideas, experiment, and look for opportunities.
  • You learn and iterate.
  • You look at performance, understand what audiences respond to, and use those insights to make the next piece of content better.

Porfolio:

Please include a portfolio or links to social media accounts or content you have personally worked on. We would especially like to see:

  • Short-form video / Reels / TikTok
  • Content concepts you developed
  • Brand storytelling
  • Product-focused content
  • English-language content
  • Copywriting or scripts
  • Social accounts you have helped manage

For selected portfolio pieces, please briefly explain your role, what you personally created, and the objective of the content.

Application Questions:

Along with your portfolio, please answer the following:

  1. What are 3 international brands you currently follow for content or creative inspiration? Why do you find each one interesting? They don’t have to be jewelry brands. We’re interested in what you notice, what inspires you, and how you think about brands and content.
  2. Share one recent social media campaign, trend, or piece of content that caught your attention. Why do you think it worked? We’re interested in how you think about content, not just what you like.

Workplace: Sukhumvit 77, Bangkok
Apply: hr@myluminari.com

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