Job Description

Responsibilities:

• Formulate and execute integrated digital and social media marketing strategies and annual plans to drive the growth for Personal Banking, ensuring regular reviews to support business goals.
• Lead the development of digital-first and social media-centric marketing campaigns tailored specifically to engage and acquire the young customer segment (Gen Z and Millennials).
• Work with internal stakeholders and external digital, creative, and media agencies to develop compelling, modern, and compliant content (video, interactive, and social assets) that demystifies investment products.
• Plan, organize, and optimize digital customer engagement and promotional activities to strengthen customer relationships, enhance product profitability, and maximize campaign ROI.
• Collaborate closely with investment product and segment managers to translate complex financial concepts into trend-driven, relatable social media messages that drive brand awareness and sales conversion.
• Liaise with external partners, digital platforms, and financial influencers to build strategic alliances, expand the youth customer base, and meet marketing objectives.
• Manage marketing budgets, optimize paid ad spend across social platforms, and strictly control project expenses.
• Conduct deep-dive market, social listening, and media analysis, track emerging digital and fintech trends, and evaluate campaign performance using data analytics.
• Provide support on administrative and ad hoc tasks as required

Requirements:

• Bachelor’s degree or above, preferably in Marketing, Communications, Digital Media, or related disciplines
• Minimum 6–8 years’ relevant experience in digital marketing, social media management, or brand communications, ideally within the banking, wealth management, or FinTech industry
• Solid knowledge of social media algorithms, content marketing, SEO/SEM, and digital analytics, with practical experience in launching financial campaigns. Direct experience in marketing investment products to the young or retail segment is a strong advantage
• Strong market sense with a deep understanding of youth culture, digital trends, and internet habits; highly creative thinking with flexibility in problem-solving
• Excellent project management and execution skills. Proven ability to work independently, manage multiple digital campaigns simultaneously, and prioritize tasks effectively under tight deadlines
• Strong presentation, negotiation, and interpersonal skills, with the ability to collaborate effectively across cross-functional teams (including Product, Compliance, and Legal) to ensure smooth operations
• Proficient in written and spoken English and Chinese