The Social Media & Community Specialist will support the growth and engagement of MINISO USA’s social media channels and online communities. This role is responsible for executing content, managing day-to-day platform operations, and fostering meaningful connections with our audience through culturally relevant, trend-driven storytelling.

Content Creation & Social Media Management

• Manage day-to-day operations of MINISO USA’s social media channels, including content creation, scheduling, publishing, and performance reporting
• Support content development through storyboards, shot lists, and pre-production planning for both social-first and website content
• Create and curate engaging, platform-native content across channels, including copy, photos, short-form video, and GIFs
• Ensure all content is on-brand, consistent in tone and quality, and optimized for each platform
• Collaborate cross-functionally with internal teams, partners, and agencies to build and maintain content calendars
• Execute social campaigns, including giveaways and community-driven activations, ensuring compliance and seamless delivery

Community Management

• Monitor and engage with comments, messages, and mentions across platforms to build strong relationships with customers, fans, and creators
• Proactively participate in social conversations, trends, and cultural moments to increase brand relevance and visibility
• Support the planning and execution of community events, from intimate activations to large-scale brand moments

• Strong understanding of social platforms, including Instagram, TikTok, Meta (Facebook), X, and LinkedIn
• Comfortable both on camera and behind the camera (required)
• Strong copywriting skills with the ability to concept engaging, campaign-driven content
• Experience managing social media for a brand or organization is preferred
• Excellent written and verbal communication skills
• Proficiency in Microsoft Office (Word, PowerPoint, Outlook)
• Intermediate to advanced Excel skills for tracking performance metrics and reporting
• Hands-on experience with social media management tools (e.g., Sprout Social, Meltwater, or similar)
• Experience with mobile video editing tools (e.g., CapCut, Premiere Rush) and design tools (e.g., Canva, Adobe Creative Suite)
• Deep understanding of internet culture, trends, and social-first storytelling
• Flexible schedule with availability for evenings, weekends, and travel as needed for events and activations
• Ability to work in a fast-paced environment and adapt to changing business needs

• Bachelor’s degree in Marketing, Communications, or a related field
• 2+ years of experience in social media, content creation, community management, or related fields