Content Growth Manager

Content & Growth Manager (Thailand)

Location: On-site / Koh Samui

Travel: Occasional domestic travel to operational hubs and clinic locations

Contract: Full-time, permanent

Salary: THB 75,000-85,000 per month, depending on experience

Reports to: Head of Growth (Located in UK).

Works closely with: Line manages the content team in Koh Samui. Works closely with Global Content Teams.

Happy Doggo is an international animal welfare charity working to improve the lives of street dogs across the world. We launched in 2023 and have since grown to a team of 45 people, on track to raise over $12M next year to support our charitable programmes in South East Asia.

We operate across a UK charity, a US 501(c)(3), and a Thai entity. As our Thailand operations transition from purely a content hub into a standalone revenue entity as our Foundation launches, we need a commercially minded content strategist to turn our visual storytelling into sustainable revenue—and that’s where you come in.

As Content & Growth Manager, you will be the commercial architect behind the launch of our Thai Foundation’s donation engine. Moving beyond global brand awareness, your role is to turn our localized visual storytelling into sustainable charitable revenue, building out seamless local Thai giving funnels and driving recurring local support through digital content. 

You bring a strong background in digital content channels, story-driven marketing, and people leadership. Whether your experience comes from digital media brands, creative agencies, consumer platforms, or non-profits, you know how to inspire creative teams while optimizing performance. You understand how platform mechanics work (e.g., YouTube Memberships, LINE subscriptions, or social monetization) and how to lead creators to build content that turns casual viewers into loyal, long-term supporters.

Team Leadership

• Line-manage and lead the Thailand content team establishing a high-performing, collaborative, and creative team culture.
• Provide strategic creative direction on video concepts, storytelling, thumbnails, and calls-to-action, bridging the gap between raw storytelling and commercial performance.
• Conduct regular 1-on-1s, performance reviews, and creative feedback sessions to mentor team members.
• Oversee production workflows, content calendars, and capacity planning, ensuring the team delivers high-quality assets consistently.
• Build a supportive, empathetic work environment where creators feel empowered to experiment with new formats while staying aligned with our charitable mission.

Commercial Content Strategy & Monetization

• Working with our Head of Growth, you will lead the commercial strategy for all Thai social media channels (YouTube, Facebook, LINE, Instagram, TikTok and X), ensuring content directly drives local revenue to support our charitable mission as our Thai Foundation launches.
• Launch, grow, and manage channel monetization and membership mechanics, including YouTube Channel Memberships, recurring supporter tiers, and digital conversion hooks.
• Design and execute localized giving campaigns tailored to Thai donor psychology, cultural milestones (e.g., Merit-making/national holidays), and emergency rescue drives.
• Build and scale our LINE Official Account (LINE OA) as a primary local conversion and donor retention funnel, utilizing broadcast messaging and direct mobile payment integrations.

Growth Analytics & Revenue Reporting

• Build clear data tracking and attribution tactics to understand which content, story arcs, or specific rescue dogs drive revenue and supporter conversion.
• Optimize local Thai donation funnels by removing friction and integrating seamless domestic payment gateways
• Translate analytics into actionable creative planning
• Report weekly on channel growth, revenue performance, donor retention, and audience engagement metrics.

Essential

• 5+ years of experience building, managing, or monetizing successful digital content channels in Thailand (digital media brand, creative/marketing agency, creator network, consumer platform, or non-profit).
• Proven team leadership experience: Demonstrated track record of line-managing, coaching, and developing creative staff.
• Deep understanding of digital storytelling and what makes video content convert viewers into active supporters or subscribers.
• Proven track record of using data and channel analytics to guide creative direction and grow revenue.
• Hands-on experience with the Thai digital payment ecosystem and messaging channels.
• Deep understanding of Thai audience/donor behavior and how to tailor digital campaigns to resonate across Thailand.
• Native/Bilingual fluency in Thai and professional proficiency in English as this role works closely with global content teams in the UK & US.
• Strong empathetic leadership skills with an approachable, supportive management style.

Desirable

• Candidates with experience in digital fundraising, subscription-based business models, creator monetization, or performance-driven content strategies will be particularly well suited to this role.
• Hands-on experience with video editing software (e.g., Premiere Pro, CapCut) or digital asset design

You love content, but you love data and strategy just as much. You get excited when a video goes viral, but you get even more excited when you can map exactly how that video converted growth. You know how to guide talented creators without stifling their creative energy, and you know how to build a channel strategy that fuels a life-saving mission. And, of course, you care about dogs.

Employees will receive the following benefits:

• Statutory Leave: All statutory leave entitlements in accordance with Thai labour law.
• Annual Leave: 15 days per year
• Flexible Public Holidays: 14 public holidays per year, which employees can choose according to their preferences, on a pro-rata basis.
• Provident Fund: Participation in the company's provident fund scheme, subject to the applicable terms and conditions.
• Group Insurance: Group insurance coverage.
• Rabies Vaccination: Rabies vaccination benefit.
• Safety Training: Safety training for supervisors.
• Social Security: Social Security coverage in accordance with Thai law.