Content and Community Engagement Lead

How rolled are you? We dare you!

Novela is Singapores first international multi-brand beauty retail store. Keeping up with the latest trends, Novela aims to capture the hearts of beauty shoppers with a wide range of luxury beauty products including skin & body care, fragrances and makeup.

Novelas logo is a black quill pen, which is symbolic of a womans beauty, elegance and knowledge. Indeed, we believe that you can exude beauty from the inside out with the right beauty regime. By curating the best beauty brands from across the globe and offering them at affordable prices, we aim to simplify and elevate your shopping experience with premium products handpicked by us.

About this role:

As a Content and Community Engagement Lead, you will play a key role in building and nurturing a vibrant online and offline community of beauty enthusiasts. You will lead the development of compelling content that resonates with our target audience and drives engagement across social media and community platforms. Your goal is to foster brand loyalty and strengthen relationships between Novela and its customers through innovative content strategies and community-building initiatives.

About the role:

Content Strategy & Creation

• Develop and implement a comprehensive content strategy across all digital platforms (social media, website, email, etc.) to support business objectives.
• Collaborate with internal teams and external partners to create engaging, high-quality content (videos, newsletters, social media posts, etc.) that aligns with Novela's brand voice and resonates with the beauty community.
• Monitor trends in the beauty industry to ensure content is relevant, fresh, and innovative.
• Optimize content for SEO and track its performance using analytics tools to continuously refine the strategy.

Community Engagement

• Build, manage, and grow an active and engaged community of beauty enthusiasts across Novelas social media platforms (Instagram, TikTok, XHS etc.).
• Develop and execute initiatives to increase brand awareness, customer engagement, and retention, including contests, giveaways, and influencer collaborations.
• Organize community events, both online (webinars, live streams) and offline (store events, beauty workshops), to foster direct engagement with customers.

Influencer & Brand Advocacy Program

• Identify, cultivate, and manage relationships with influencers, bloggers, and brand advocates who align with Novelas values.
• Create and manage an influencer marketing strategy to promote Novela products through partnerships and collaborations.
• Track and measure the effectiveness of influencer campaigns and community initiatives, adjusting strategies to maximize impact.

Customer Insights & Analytics

• Gather feedback from the community to understand customer preferences, pain points, and emerging trends.
• Leverage data and analytics to identify opportunities for deeper engagement, new content ideas, and community growth.
• Prepare regular reports on content performance, community growth, and customer insights for the leadership team.

Requirements:

• 3-5 years of experience in content creation, social media management, and community engagement, preferably within the beauty, retail, or lifestyle industry.
• Strong ability to craft compelling narratives and create multimedia content (copywriting, visuals, videos).
• Proven track record in building and nurturing online communities through social media, events, and influencer partnerships.
• Experience in organizing and managing events or community-driven initiatives.
• Deep understanding of all major social media platforms, including best practices for engagement and growth.
• Proficiency with social media analytics tools (e.g., Google Analytics, Buffer, Sprout Social, or similar platforms) to track and measure campaign success.
• Familiarity with SEO best practices and email marketing platforms (e.g., GetResponse, Sendinblue).
• A keen interest in beauty trends, products, and industry developments.
• Basic graphic design or video editing skills are a plus.