Social Media Manager (Food Brand)

About the role

Don Signature Crab is a fast-growing seafood restaurant brand known for its signature chilli and black pepper crab, casual coastal dining and strong delivery presence across Singapore. We combine hawker-inspired flavours with a modern dining experience and are expanding our digital reach to attract both heartland and CBD diners.

The Social Media Manager will own end-to-end social content strategy across Instagram, Facebook and TikTok, coordinate influencer and PR activity, and work closely with culinary and operations teams to produce high-quality photo and video content. This is a hands-on role — you will plan content calendars, brief shoots, edit short-form video, manage paid social budgets and track performance to optimise campaigns that convert.

This role suits a creative, metrics-driven marketer who knows F&B trends in Singapore (from kopi-shop nostalgia to late-night seafood crowds) and can translate them into content that drives bookings, delivery orders and brand love. You will be joining a compact marketing team with opportunities to lead campaigns, influence product launches and grow into broader brand or regional roles.

About Don Signature Crab

Don Signature Crab is a Singapore-born seafood restaurant group specialising in chilli and black pepper crab, casual seafood platters and seasonal promotions. We operate restaurant outlets and delivery kitchens, focusing on consistent food quality and approachable branding.

What you can expect

• Recognised local brand with steady repeat customers
• Central and heartland outlets — exposure to diverse diner segments
• Opportunity to build regional/omnichannel campaigns as we scale
• Supportive ownership with investment in marketing and digital tools

Key responsibilities

• Develop and execute monthly content calendars across Instagram, Facebook and TikTok aligned to promotions, menu launches and seasonal campaigns
• Create, shoot and edit engaging short-form video (15–90s) and static food imagery suitable for social and paid ads
• Manage day-to-day posting, community engagement (comments, DMs) and reputation monitoring
• Plan and manage paid social budgets; set up and optimise campaigns on Meta and TikTok Ads Manager
• Coordinate influencer and media collaborations, including negotiation, briefing and measuring ROI
• Work with the culinary team to plan food styling, shot lists and on-site content production
• Report weekly/monthly analytics (engagement, reach, conversions) and present insights with recommended actions
• Maintain brand guidelines, voice and visual standards across all channels
• Support PR events, pop-ups and activations including on-site content capture and live coverage

Requirements

• Minimum 3 years' hands-on experience in social media management, preferably in F&B or hospitality brands
• Strong portfolio of content work (links or files) showing short-form video and food photography
• Proficient with content tools: Canva, Adobe Lightroom/Premiere or equivalent mobile editing apps
• Experience with Meta Business Manager, TikTok Ads and basic paid-social optimisation
• Good copywriting skills and understanding of local consumer tone (English; Mandarin a plus)
• Able to coordinate shoots and work with kitchen teams; comfortable in busy restaurant environments
• Flexible to support evening or weekend events and ad-hoc shoot schedules
• Good organisational skills and experience using content calendars and project management tools

How to apply

Send your CV, links to social channels or a portfolio and a short note about your F&B experience to [email protected]. Please include examples of short-form videos and campaign outcomes where possible.