The position will serve as the China Hub to drive HKDL’s presence and ensuring effective audience engagement through various platforms particularly on key social platforms (WeChat, Douyin, RED). Collaborating closely with market team, activation team, CRM team and media agencies, this person will be responsible for developing and executing comprehensive touchpoint strategies, leveraging data-driven insights to inform audience planning, and optimizing marketing efforts to achieve business objectives.

This person will be playing a critical leadership role in media planning, buying, and cost efficiency with the objective of delivering a strategic communication platform, thus ensuring the maximization of every media dollar to reach our target audience effectively.

Responsibilities:

Platform Strategy

• Develop and oversee China touchpoint planning and consumer journey mapping to align with campaign objectives and yearly business objectives.
• Define measurement and track the role of various platforms in the China market, ensuring a cohesive and effective touchpoint strategy.
• Provide input into agency proposals and strategic platform roles, leveraging platform’s unique ecosystem data insights to drive marketing effectiveness.

Audience Planning and Strategy

• Identify and target relevant audience segments based on ever evolving platform strengths and behaviors.
• Monitor China local trends and provide insights to inform marketing strategies and campaign development.
• Develop strategy for applying HKDL’s 1st party data for media activation and audience optimization
• Actively contribute to the development and execution of China-specific campaign and content.

Media agency management and daily operations

• Provide lateral leadership when partnering with different teams (market, activation etc.) to ensure media projects are delivered according to strategy and plan.
• Consolidate data for media spend analysis and provide insights on brand awareness and visitor intent.
• Monitor and report on campaign performance, identifying key observations and next steps for optimization.
• Manage and process payments for media campaigns and ensure accurate financial tracking.

Market expertise

• Conduct competitive and media monitoring of key competitors of in China.
• Stay updated on the latest media/ social trends and audience behaviors in the China market
• Create business case for marketing opportunity based on latest market trend and apply insights into audience and touchpoint planning.

Requirements:

• Bachelor’s degree in marketing, media/communications, or relevant disciplines
• Min. of 8 years of work experience in marketing, social planning, or platform strategy in China market
• Strong understanding of the China market and its media/ social landscape, including platforms and applications (i.e. WeChat, Douyin, Weibo, Red, YunTu) with the ability to analyze ever-evolving China media touchpoints and consumer trends
• Collaborative problem-solver to work under fast and dynamic environment to deliver high quality of work
• Strong project management skills, with the ability to oversee multiple projects and ensure timely execution.

HKProfessional #LI-AI1