Social Media Specialist

About Panna Hospitality Group

Panna Hospitality Group is a fast-growing hospitality group managing multiple F&B brands across different concepts and price points. As we enter an aggressive expansion phase, social media is no longer treated as a branding function alone, but as a
growth engine
that drives awareness, traffic, conversions, and customer retention across all brands.

We are looking for a Social Media Specialist who is
strategic, analytical, and execution-focused
, with a strong understanding of how content performance translates into business impact.

Role Overview

The Social Media Specialist will be responsible for
planning, executing, optimizing, and reporting
social media activities across all Panna Hospitality Group brands. This role requires a balance of
creative judgment and data literacy
, ensuring every content decision is informed by performance insights and aligned with business objectives during expansion.

You will work closely with Marketing, Creative, Operations, and Brand teams to ensure social media supports outlet growth, new launches, campaigns, and long-term brand equity.

Key Responsibilities1. Content Strategy & Execution

• Develop monthly and weekly social media content plans aligned with brand goals, outlet priorities, and expansion timelines
• Translate brand positioning into platform-relevant content (Instagram, TikTok, etc.)
• Ensure content consistency while adapting tone and format for different brands and target audiences

• Oversee content execution from briefing, production, posting, to optimization

• Performance & Data Analysis

• Track and analyze key social media metrics including reach, engagement, saves, clicks, profile visits, and conversions

• Evaluate content performance to identify what drives growth, engagement, and revenue impact
• Produce regular performance reports with clear insights and actionable recommendations

• Use data to continuously refine content direction, posting cadence, and formats

• Growth & Experimentation

• Run structured content experiments (formats, hooks, captions, timing) and document learnings

• Identify growth opportunities through trend analysis, competitor benchmarking, and platform behavior

• Support new outlet launches, menu launches, and seasonal campaigns with growth-focused content strategies

• Collaboration & Cross-Functional Alignment

• Collaborate with Creative, KOL, and Marketing teams to ensure cohesive messaging and execution

• Coordinate with Operations and Outlet teams to capture relevant, timely, and authentic content

• Align social media plans with campaign calendars, promotions, and business priorities

• Community & Brand Presence

• Maintain brand voice and engagement standards across comments and DMs

• Monitor audience feedback and identify insights relevant to product, service, or campaign improvements
• Escalate recurring customer insights or issues to relevant internal teams

Key RequirementsExperience & Skills

• 2–4 years of experience as a Social Media Specialist or similar role, preferably in F&B, lifestyle, or consumer brands
• Strong understanding of Instagram and TikTok algorithms, content formats, and best practices
• Proven ability to analyze performance data and translate it into strategic decisions
• Comfortable working with metrics, dashboards, and performance reports
• Strong copywriting sense with the ability to adapt tone across multiple brands

Mindset & Attributes

• Data-driven and results-oriented, not driven by vanity metrics alone
• Structured, organized, and able to manage multiple brands simultaneously
• Curious, experimental, and continuously learning from performance data
• Hands-on executor who can move fast in a high-growth environment
• Able to balance creative intuition with analytical thinking

Success Metrics

In this role, success will be measured by:

• Consistent improvement in engagement rate, reach quality, and audience growth
• Clear correlation between content performance and business objectives (campaign traction, launches, traffic)
• Quality and clarity of insights generated from social media data
• Ability to scale content performance across multiple brands during expansion

Why Join Panna Hospitality Group

• Work directly with a multi-brand hospitality group in an active expansion phase
• High ownership and real impact on business growth
• Opportunity to shape social media as a performance-driven function, not just a branding channel
• Dynamic environment with room for experimentation and learning