Senior Manager, Digital Marketing & Social Media
The Hong Kong University of Science And Technology
- Clear Water Bay, Hong Kong
- Permanent
- Full-time
Department: Global Engagement and Communications Office
Job ID: 10918Job Posting DetailsWe are seeking an experienced Senior Manager of Digital Marketing & Social Media Strategy to lead our global and Mainland China digital presence, ensuring brand consistency, engagement growth, and data-driven optimization across all platforms. This role requires a strategic thinker with deep expertise in social media marketing (international and China-specific platforms), digital audience segmentation, and analytics-driven campaign execution. The ideal candidate will blend creative storytelling with rigorous performance measurement to enhance brand visibility, customer acquisition, and ROI.Key Responsibilities:
1. Social Media Strategy & Execution
- Develop and implement integrated social media strategies for both global (Facebook, Instagram, LinkedIn, Twitter/X, YouTube) and Mainland China (WeChat, Weibo, Douyin, Xiaohongshu, Bilibili) platforms.
- Lead content localization, ensuring cultural relevance and compliance with regional regulations.
- Oversee community management, influencer partnerships, and real-time engagement strategies.
- Monitor emerging trends and platform updates to maintain competitive advantage.
- Design and execute data-driven digital marketing campaigns (paid/organic) across search, display, and social channels.
- Develop customer segmentation strategies to personalize messaging and improve conversion rates.
- Collaborate with CRM and e-commerce teams to align digital efforts with sales funnels.
- Optimize budget allocation for maximum ROI across regions.
- Establish KPIs and measurement frameworks for cross-platform performance.
- Conduct deep-dive analytics (Google Analytics, social insights, China-specific tools) to refine strategies.
- Deliver regular reports with actionable insights for senior leadership.
- A/B test creatives, audiences, and messaging to enhance engagement.
- Manage a team of digital marketers and content creators.
- Partner with creative, PR, and product teams to ensure cohesive brand storytelling.
- Liaise with regional teams to adapt global strategies for local markets.
- Bachelor’s degree with 12+ years in digital/social media marketing, with at least 3 years in a leadership role.
- Fluent in English and Mandarin (written and spoken) with proven ability to bridge cross-regional teams and craft compelling narratives for diverse audiences.
- Exceptional storytelling skills, with experience adapting tone and messaging for both global and Mainland China markets.
- Proven success in managing both international and Mainland China social/digital campaigns.
- Expertise in audience segmentation tools (e.g., CDPs, Google Ads, Meta Business Suite) and China-specific platforms (WeChat Ads, Douyin/TikTok SEO).
- Strong analytical skills: Proficiency in Google Analytics, SQL, or China equivalents (e.g., Baidu Analytics).
In support of a green work environment, we accept applications submitted online only. To apply, please complete an online application form through the HKUST Careers website (https://hkustcareers.ust.hk) and return it online to the Human Resources Office. Review of applications will continue until the position is filled. Applicants will receive an acknowledgement by email upon successful submission. We thank applicants for their interest, but advise that only shortlisted candidates will be notified of the result of the application.(Information provided by applicants will be used for recruitment and other employment-related purposes. Applicants should read the Personal Information Collection Statement before submission of application.)HKUST is an equal opportunities employer and is committed to our core values of
inclusiveness, diversity, and respect.
CTgoodjobs