Life at Near: Kath’s Approach to Social Media Management and Content Planning

Not every social media manager starts with a perfectly curated feed or years of platform experience. Sometimes, it starts with curiosity, openness, and the willingness to say yes to something unfamiliar.

For Kath Tsang, that “yes” changed everything.

As a Junior Social Media Manager at Near Creative, Kath now works on social media strategy and content planning for multiple brands—helping turn ideas into content that resonates, engages, and performs. But just a year ago, she didn’t even have a TikTok account.

This is her Life at Near.

Building Content Through Collaboration

Kath’s journey into social media wasn’t linear. She initially joined Near as a freelancer, supporting the team through copywriting and influencer management. Over time, her work ethic and adaptability stood out and when the opportunity came to step into a full-time social media manager role, she took it. Despite having no formal background in social media management, Near took a chance on her. And she took a chance on herself.

Today, she manages content across brands, contributing to social media strategy, content ideation, and day-to-day execution: a shift that reflects how growth at a creative agency doesn’t always follow a fixed path.

For Kath, one of the most exciting parts of her role is the creative process behind content planning. Brainstorming sessions are where ideas come alive. What starts as a simple suggestion evolves through collaboration, each team member builds on one another’s thoughts until it becomes something stronger, sharper, and more aligned with the brand.

It’s in these moments that social media stops being routine and becomes creative problem-solving. Because in a fast-moving digital space, creating content is about constantly finding new ways to tell a story that feels fresh, relevant, and meaningful.

Balancing Work, Life, and Consistency

Unlike traditional roles, social media management requires a high level of responsiveness, flexibility, and attention to detail. Kath’s experience working remotely—even while traveling—became both a challenge and a defining part of her growth.

Being able to work from different places allowed her to show up for important personal moments without stepping away from her responsibilities. And in doing so, she realized something important: taking care of her personal life made her better at her work.

That balance translates directly into how she shows up for brands—more present, more thoughtful, and more consistent in execution.

One principle guides Kath’s work in social media strategy:

Care for the brand.

Even if she isn’t the target audience, she believes it’s important to understand the value a brand brings, and genuinely wants to see it succeed. That mindset allows her to take initiative, think ahead, and contribute beyond just assigned tasks. Because effective social media management is about ownership, intention, and belief in what you’re building.

Growth Through Openness

Kath’s growth at Near has been shaped by both opportunity and mindset. Professionally, she was able to transition into a field she had long been interested in but initially lacked experience in. Starting as a freelancer and gradually earning trust through her work allowed her to step into a full-time role—proof that growth doesn’t always come from credentials, but from consistency and willingness to learn.

Personally, Near became a steady anchor during a time of change. It gave her structure, independence, and a sense of purpose while still allowing her to explore what she truly wants in her career. One of the biggest skills she’s developed along the way is grit: learning to ride the waves of work as they come, especially in an industry driven by trends, algorithms, and constant change.

What makes the experience more meaningful for Kath is the culture at Near. There’s a strong respect for personal time: team members avoid messaging each other while on leave, and work-life balance is treated as a shared responsibility. At the same time, office days, team lunches, and dinners create space for connection beyond work. It’s a balance that allows people to perform well without burning out. Kath admits her career path wasn’t exactly planned—but that’s exactly her advice. Be open.

Some of the best opportunities might not look like what you originally imagined. Saying yes to something unexpected might lead you closer to where you’re meant to be.

If she had to describe her work life at Near, Kath sums it up best: In a situationship with the algorithm.

But beyond that, her journey reflects something deeper. Near brought her a step closer to the life she once dreamed about as a kid: one built on flexibility, creativity, and the freedom to grow into who she wants to become. 

Looking to build a career in social media strategy, content planning, or digital marketing? Explore our job openings: https://nearcreative.co/careers