Digital Marketing

Join to apply for the Digital Marketing & Social Media Manager - GECO role at The Hong Kong University of Science and Technology . The Global Engagement & Communications Office is seeking a strategic and results-driven leader to head the Digital Marketing & Social Media team and drive institutional publicity and engagement across global and mainland China digital channels. Key Responsibilities Social Media Strategy & Execution Develop and implement integrated social media content across global platforms (Facebook, Instagram, LinkedIn, Twitter/X, YouTube) and mainland China platforms (WeChat Official Accounts, Weibo, Xiaohongshu) to achieve institutional goals. Lead content localization to ensure cultural relevance, regulatory compliance, and audience resonance in global and China-specific markets. Monitor emerging trends and platform updates to maintain a competitive edge and propose innovative engagement strategies. Digital Marketing & Audience Segmentation Design, execute, and optimize data-driven digital marketing campaigns (paid and organic) across search, display, and social channels, including WeChat Ads and Douyin/TikTok SEO. Develop customer segmentation strategies using audience analytics tools to personalize messaging and improve conversion rates. Optimize budget allocation to maximize ROI across global and regional campaigns. Analytics & Performance Optimization Establish KPIs and measurement frameworks to evaluate cross-platform performance, leveraging tools like Google Analytics, Meta Business Suite, Baidu Analytics, and China-specific insights platforms. Conduct deep-dive analytics and A/B testing of creatives, audiences, and messaging to refine strategies and enhance engagement. Deliver actionable performance reports to senior leadership, highlighting key insights and recommendations. Other Responsibilities Perform any other duties as assigned by the Director of the Office or her delegates. Requirements Hold a recognised Bachelor's degree in Marketing, Business, Communications, or a related discipline. Possess at least 8 years of professional experience in digital and social media marketing. Demonstrate expertise in managing global platforms (Facebook, Instagram, LinkedIn, Twitter/X, YouTube) and mainland China platforms (WeChat, Weibo, Douyin, Xiaohongshu, Bilibili), with proven success in cross-regional campaign execution. Exhibit exceptional command of written and spoken English and Chinese (fluency in Cantonese and Putonghua), with strong storytelling skills to craft compelling narratives for diverse audiences. Have advanced proficiency in audience segmentation tools (e.g., CDPs, Google Ads, Meta Business Suite) and China-specific platforms (e.g., WeChat Ads, Douyin/TikTok SEO). Possess strong analytical skills, with expertise in Google Analytics, Baidu Analytics, SQL, or equivalent tools for performance tracking and reporting. Demonstrate hands-on proficiency in Adobe Creative Suite (e.g., Illustrator, Photoshop, Premiere Pro) and advanced skills in PowerPoint and Excel for data visualization and reporting. Be a strategic, collaborative, detail-oriented, and results-driven leader with exceptional team management and cross-functional coordination skills. Selection Process Shortlisted candidates will be invited to complete a written test and deliver a leadership presentation to demonstrate strategic thinking and communication skills. (Duration: 2 years) Starting salary will be commensurate with qualifications and experience. Fringe benefits including annual leave, medical and dental benefits will be provided. A gratuity will be payable upon successful completion of contract. Please apply on or before: 2 December 2025. #J-18808-Ljbffr