Digital Content Specialist with Pirata Group

We are looking for a resourceful, agile, and highly creative Digital Marketing & Content Specialist to drive the visual presence, audience engagement, and performance marketing of our restaurant group’s brands.

This role combines hands-on content creation with full-funnel digital marketing execution. You will ideate, shoot, edit, and produce dynamic short-form video and visual media across our multi-concept dining venues while actively managing our social media channels, running paid ad campaigns, and managing digital touchpoints.

Working within the Marketing team, you will be the driving force behind our digital brand presence. You will translate commercial goals into innovative visual content, quickly adapt viral trends, run high-ROI digital campaigns, and track analytical performance to maximise traffic and revenue.

As our primary visual storyteller and digital marketer, you will lead the digital workflow end-to-end. By combining authentic on-site team moments, modern performance marketing tools, and cutting-edge Generative AI, you will transform everyday F&B experiences into engaging, culture-defining social content and measurable business results.

You will operate as a one-person production engine. From sourcing team members to feature in clips, to leveraging cutting-edge Generative AI tools for visual effects, you will transform raw F&B concepts into high-performing, culture-defining social content.

• Volume Target. Deliver a minimum of 8 short-form videos per brand per month, supported by photos, carousels, and stories.

• Trend Adaptation & Cultural Relevance. Actively monitor short-form video trends, viral audio, and local cultural movements, adapting them quickly to align with our F&B brands.

• Collaborative Iteration. Pitch concepts, adapt feedback from leadership, and refine edits through a collaborative approval process.

• Production Spectrum. Execute across three distinct tiers of content complexity.

  • Tier 1 (Simple). Quick, trend-based clips, scenes stitching, and audio adaptations.

  • Tier 2 (Mildly Complex). Storyboarded shoots featuring team members or models, lighting setup, prop styling, and narrative pacing.

  • Tier 3 (Campaign Level). High-concept executions involving visual mood boards, pre-approved storyboards, and integrated AI visual effects.

• Generative AI Workflows. Utilise AI tools to generate, extend, or augment video content, such as surreal visual transitions, hyper-realistic AI background extensions, or voice synthesis.

• Multi-Platform Management. Oversee organic planning, calendar arrangement, and publishing across all social platforms.

• Graphic Adaptations. Perform basic graphic design and layout adaptations for stories, menu callouts, promotional banners, and social posts.

• Community Engagement. Monitor comments and manage direct messages (DMs), routing customer inquiries, reservations, or feedback to the appropriate operational teams.

• Reporting & Insights. Compile weekly and monthly analytical reports to monitor social reach, engagement metrics, and growth trends across all brand accounts.

• Meta Advertising. Set up, manage, and optimize ad campaigns using Meta Business Suite and Meta Ads Manager to drive foot traffic, event bookings, and brand awareness.

• Google Ecosystem Management. Oversee Google Ads campaigns (Search and Display), maintain Google Analytics 4 (GA4) properties, and configure tracking tags via Google Tag Manager (GTM).

• Website Management. Perform routine website updates, including menu refreshes, event landing page updates, and basic copywriting adjustments.

• Talent Engagement. Build an active network of on-camera talent by featuring enthusiastic internal team members, leveraging personal networks, and building mutually beneficial, organic partnerships with local creators, micro-influencers, and food enthusiasts.

• Prop Sourcing & Styling. Source, set up, and style props tailored to each content piece's requirements, maximising impact through resourceful styling.

• Cross-Department Alignment. Coordinate shoot schedules directly with Kitchen, Bar, and Front-of-House (FOH) operational teams, causing the least disruption to service as possible.

• On-Site Flexibility. Be present at outlets during key operational windows such as peak dining hours, menu launches, media nights, and event days.

• Ad Platforms. Meta Ads Manager, Meta Business Suite, and Google Ads.

• Analytics & Tagging. Google Analytics 4 (GA4) and Google Tag Manager (GTM).

• Content & Web Platforms. Experience with social scheduling tools and Content Management Systems (CMS) for basic website updates (for example, WordPress, Squarespace, or Webflow).

• Adobe Creative Suite. Proficient in Adobe Photoshop, Adobe Illustrator, Adobe InDesign, and Adobe Lightroom. Knowledge of Adobe After Effects is an advantage.

• Video Editing & Post-Production. Proficiency in tools such as Adobe Premiere Pro, DaVinci Resolve, Final Cut Pro, CapCut, Descript, or Filmora.

• Generative AI Capabilities. Fundamental knowledge of AI tools including ChatGPT, Claude, Google Gemini, Midjourney, Adobe Firefly, Stable Diffusion, Veo, Seedance, and ElevenLabs.

• Mobile & DSLR Videography. Expert in mobile video capture (iPhone, Gimbal, and Lavalier audio) and basic lighting setups.

• Mobile-First Editing. Mastery of vertical video pacing, trending audio integration, hook retention strategies, and visual storytelling.

• Bilingual Fluency. Fluent in written and spoken English and Cantonese. Mandarin is a strong advantage. 

• Portfolio & Track Record. A strong portfolio demonstrating short-form video creation alongside examples of digital marketing campaign management or graphic design work.

• Collaboration & Resilience. Receptive to detailed feedback, comfortable iterating on visual concepts with executive stakeholders, and adaptable in a fast-paced environment.

• Experience. 2+ years of experience in digital marketing, content creation, social media management, or performance marketing. F&B, hospitality, or lifestyle brand experience is preferred.

• Mindset. Highly resourceful, self-motivated, data-driven, and comfortable running solo creative projects and marketing campaigns from conception through execution.