As the Social Media Executive for Lifestyle Asia Thailand, Miles brings his creative and energetic spirit into his first ever full-time role. Within the fast-paced environment of social media, he approaches content creation by building connections with PR teams and fostering relationships among his peers. Fueled by the comfort of his team and his manager, Miles has completed his first year in the industry with a range of content driven by passion and good energy.
Can you tell us a bit about your background and your experience in social media?
I’m a media graduate – this is actually my first job and it’s been one year since. I graduated from Thammasat University’s Journalism programme and my experience in social media is just like anyone else, I’m really into Instagram and TikTok – this fast paced environment really allows people to connect and grow. Being part of this industry is challenging, but also part of our daily routine already anyway, so it’s not that foreign.
What would you say are the challenges you face as a social media executive?
I feel like the fact that [social media] is so integrated in our daily lives, it’s not that complicated, but it’s hectic in a sense where all other platforms have their own distinct features. You can pick your favourite and choose to consume your favourite content, but you can’t serve every demographic. Consulting with your teammates is key because it’s not a solo project, it’s a team effort. It’s diverse and the environment is a red ocean – you need to find your own spot and make your way to portray the best environment for your brand.
What about your favourite part of the role?
Having a supportive environment has made my life in the corporate role so much better – the roles my colleague and manager plays in my wellbeing within the office is very important. So far, I’m very happy.
How do you approach content creation during events?
I feel like you have to make good connections with the PR people. At events, you have to make sure you communicate and know all the sequences. Mostly when we attend the events, it’s not about the brand itself, it’s about the celebrities because we have to rely on their fans and engagements. It’s the little things that really make up content, so I’d say PR, celebrities, and your editing skills – how you make it interesting to your demographic is different for every brand. Back then, I was so shy, I didn’t know how to approach people, so going out there and filming people at the events was so awkward for me, but you just have to set your mind to it and just do it, girl.
What was one of your favourite events you attended?
I would say internal events. You have a sense of control, but at the same time you have to go with the flow and respect every team as they have their own responsibilities. Once you attain that common ground and workflow, it’s so much fun. At Travel + Leisure Southeast Asia, Hong Kong and Macau’s Luxury Summit Asia, it was a three-day-straight situation, so it was super challenging, but at the same time I enjoyed getting to work with great people. You all have the same goal: to get it done.
What’s one thing Lifestyle Asia is doing differently in social media that distinguishes itself from other publications?
Lifestyle Asia Thailand really caters towards the younger audience – and has two editions: Thai and English, which makes it pretty inclusive. It does not only serve the Thai demographic, but also foreigners living in Thailand as well. Specifically, people who live in Thailand who aren’t Thai might miss out on a lot of things that locals do, so now when they consume our content, they’ll have that little glimpse of the Thai lifestyle, making it a good place to coexist.
What would you like to explore further in your role?
For now, I think I wanna touch on the travelling side – if we have the budget and the opportunity to travel in Thailand, we can definitely cover more stories like talking to locals in rural areas, which would definitely give us more content. It’s a lifestyle too, so we should be able to expand to that extent. It could definitely drive more engagement and insights because it’s feeding more information about Thailand and not just Bangkok as a city – there’s so much to explore in Thailand beyond restaurants and nightlife.
Describe the work dynamics among your team
The vibe is pretty Gen Z dominated, it’s very fresh and new. I have to praise my manager, Mint, for being so inclusive, understanding and constructive. All my teammates are around the same age and it’s a very uplifting environment, if you have this energy around, you just want to work. It’s a positive vibe.
Three words to describe BurdaLuxury
Forward-thinking. Growth. Welcoming.
In other words: Slay the boots house down.
Who were your biggest influences growing up?
I’d say my parents combined. My mom and my dad each have their own interesting characteristics, strengths and weaknesses. I would love to have that independent vibe from my mom who takes care of her family and makes sure everyone gets everything they want. I want my dad’s intelligence – he speaks five languages, English, Thai, Mandarin, Japanese and a dialect in Chinese.
Why BurdaLuxury?
As a media graduate, I want to find where I can stand in this industry and it’s a very good start. Being in this industry, I met a lot of supportive people, good friends and it really keeps me going. I love the energy and the vibes.
For more career opportunities at BurdaLuxury, please click here.
Note:
The information in this article is accurate as of the date of publication.
