Deputy Executive Manager, Community Marketing (Content Management)

The Department

In order to drive broad consumer awareness and recognition of the Club’s role in contributing to a better society in Hong Kong, the jobholder will:

Devise a holistic content strategy in line with Club’s overarching editorial direction, develop and execute content plans and editorial calendars, and service the Club’s owned and operated, community-facing digital marketing channels with contemporary digital content that entices and engages our target audiences incl. the younger Gen Y and Z audiences.

Plan, script, and produce compelling, channel-specific always-on and campaign-specific digital content. Stay ahead of market trends and adapt content formats, type of content, publishing frequency, etc. in line with changing user preferences.

Lead and further develop a team of marketing and content members and ensure smooth daily operations of our digital marketing channels. Help establish the Charities & Community website and social media channels as sought-after online destinations offering visitors a compelling blend of relatable stories and tangible facts.

Work closely with internal teams and external partners to evaluate channel and content performance, collaborate with media & strategic partners, and continuously strive to increase resonance and impact among our target audiences.

The Job
• Partner with the broader BDMC team & beyond BDMC to define channels and content strategy for Community Marketing. Assume responsibility for all content across our owned and operated Charities & Community channels.
• In conjunction with other stakeholders, define and articulate the link and user flows between Club’s owned and operated digital platforms (eg. Web, FB, YT, IG, LI) to increase our target audiences’ awareness and understanding of the Club’s Charities & Community contributions.
• Devise a content strategy, and editorial plans and calendars informing the publishing frequency. Adapt the content type and format, the copy and call-to-action, the verbal and visual style, etc. according to the targeted audiences on each digital marketing channel.
• Partner with the Charities Division and the Community Marketing Programme team to create content (e.g.: articles, videos, photos, infographics, polling, animations, UGC, etc.) for both web and social media channels with the support from in-house team(s) and external partners.
• Manage the daily end-to-end content operations and logistics incl. planning, scripting, interviewing, copywriting, photography, videography, quality assurance and sensitivity checks, to publishing, monitoring and optimization. Leverage the Club’s systems (e.g.: Sitecore CMS) and adhere to our brand and content governance system, platforms and processes to ensure quick time-to-market of content and compliance.
• Work with the Club’s strategic partners to leverage their expertise, assets and platforms to create highly engaging content. Build synergy through close collaboration.
• Collaborate with media to broaden the reach of our Community Marketing programmes, especially among key target audiences.
• Develop, implement and operate an influencer engagement strategy and programme that engages and leverages our members, owners and jockeys, as well as KOLs and peer to peer marketing.
• Evaluate content performance and market feedback to adjust course of action in real time. Leverage insights to shape medium and longer-term plans.
• Lead, build and further develop the team with genuine motivation and professionalism. Set measurable KPI and share frequent, constructive feedback with team members.
• Support the team on other duties and projects, as assigned by the supervisor.

About You
• Degree Holder in Marketing / Digital Marketing or related disciplines.
• A minimum of 15 years of experience in devising and implementing editorial content & social media strategies and plans in reputable organisations / media.
• Expertise in planning, creation, production & publishing of contemporary contentand social media, SEO, A/B testing. Hands on experience on Sitecore is a bonus.
• Experience in supervising in-house & out-sourced production of multi-media content.
• Capable to utilise data and insights to inform content strategies & plans.
• Fluent in both written & spoken English and Cantonese. Putonghua is an advantage.

Terms of Employment

The level of appointment will be commensurate with qualification and experience.

Closing Date

Only shortlisted candidates will be notified.

We are an equal opportunity employer. Personal data provided by job applicants will be used strictly in accordance with the Club's notice to employees and prospective employees relating to the Personal Data (Privacy) Ordinance. A copy of which will be provided immediately upon request.