With over 2,400 outlets in 23 countries, Minor Food is one of the largest quick-service and casual dining restaurant chains in the Asia-Pacific region. We dedicate ourselves to diversifying and strengthening our portfolio of brands in order to increase our company's global presence. With a commitment to delivering customers unexceptional experiences with a 100% satisfaction rate and maximizing stakeholder values, we want to become a global leader in food service and restaurant operations.
Minor Food is seeking a passionate and motivated individual to join our team as a Social Media Specialist in Indonesia who is eager to contribute to the growth of our business and aspiring to join a leading global F&B player.
Key Responsibilities
Content Strategy & Planning
- Develop monthly content plans and calendars for GAGA & Dairy Queen (Instagram, TikTok, etc.)
- Create and execute campaign ideas (product launches, promotions, seasonal moments such as Ramadan, holidays, etc.)
- Ensure content aligns with each brand's tone (GAGA: fun, relatable, youth-driven, meme-oriented. Dairy Queen: indulgent, craveable, product-focused)
Content Execution
- Content ideation and execution
- Write engaging and conversion-driven captions
- Ensure all content follows brand guidelines and key visuals (KV)
- Manage daily posting (feed, reels, stories)
Performance & Optimization
Monitor and analyze content performance:
- Reach
- Engagement rate
- Video views (Reels & TikTok)
- Conversion impact (store traffic / sales uplift)
- Deliver weekly and monthly reports with actionable insights
- Conduct A/B testing on formats, hooks, and captions
Campaign & Launch Support
Act as PIC for social media during:
- New product launches
- Promotional campaigns
- Store openings
- Coordinate with internal teams (marketing, operations, malls, agencies)
Influencer & KOL Management
- Develop clear briefs for KOLs (nano to macro)
- Ensure influencer content aligns with campaign objectives
- Monitor and evaluate KOL performance (views, engagement, relevance)
Community Management
- Actively respond to comments and DMs in line with brand tone
- Manage customer feedback on social media
- Identify audience insights, trends, and potential issues
Trend & Innovation
- Stay updated on TikTok and Instagram trends
- Propose agile, real-time content ideas
- Translate trends into brand-relevant content (memes, POV, relatable content)
Requirements
- Minimum 23 years of experience in social media (F&B or QSR preferred)
- Strong understanding of viral and relatable content
- Deep knowledge of Instagram & TikTok (algorithms, formats, trends)
- Data-driven mindset (able to turn insights into actions)
- Able to manage multiple campaigns simultaneously
- Creative yet performance-oriented (not just aesthetic)
