Branding and Marketing Manager

About the Role

We are seeking an innovative and proactive Branding and Marketing Manager to lead our Chinese marketing initiatives and support international student recruitment efforts. This role demands expertise in event planning, content creation, and managing digital platforms in both Chinese and English. The ideal candidate will be fluent in Chinese, with a deep understanding of Chinese social media and marketing strategies, including platforms like WeChat, Weibo, Zhihu, and Xiaohongshu (RED).

As a key member of the marketing team, you will take charge of creating engaging content, driving online event organisation, and executing marketing campaigns tailored to the Chinese market. Your responsibilities will include managing social media, overseeing public relations efforts, and designing marketing materials for both Chinese and international audiences.

Key Responsibilities

1. Marketing Strategy Development

• Develop and implement targeted marketing strategies to engage Chinese audiences across multiple platforms, focusing on transnational education and international student recruitment.

• Conduct market analysis to identify trends and opportunities in education and job markets, influencing both traditional and digital campaigns.

2. Content Creation and Campaign Management

• Generate innovative ideas for digital storytelling and social media campaigns to enhance brand visibility and engagement.

• Develop high-quality visual storytelling content, combining creative writing, video production, photography, and design for various mediums.

3. Social Media Management

• Oversee content creation, scheduling, and engagement across platforms such as WeChat, Weibo, Xiaohongshu, Zhihu, Douyin, TikTok, LinkedIn, Instagram, and Facebook.

• Monitor social media trends and analytics to optimise content performance and audience engagement.

4. Creative Production Coordination

• Collaborate with internal teams and external vendors to manage the production of marketing collateral, including videos, photography, brochures, posters, and event resources.

• Ensure all marketing materials align with the organisation's branding guidelines and messaging strategies.

5. Public Relations and Crisis Management

• Act as a key point of contact for handling crisis communications and public opinion events, ensuring timely and effective resolution while protecting the brand's reputation.

• Develop and implement proactive public relations strategies to enhance brand credibility and outreach.

6. Campaign Execution and Monitoring

• Assist in developing and executing multi-platform marketing campaigns, including social media ads, print materials, and event-specific resources.

• Track and report campaign performance metrics to measure ROI and improve future initiatives.

7. Trend Analysis and Innovation

• Stay updated on emerging trends in education, social media, and marketing strategies to keep campaigns fresh, relevant, and competitive.

• Integrate data-driven insights into campaign planning and content development.

8. Collaboration and Stakeholder Engagement

• Work closely with internal teams, external partners, and agencies to ensure successful implementation of branding and marketing initiatives.

• Align marketing efforts with organisational goals, fostering a cohesive brand image and message across all touchpoints.

Job Requirements

• Bachelor's or Master's degree in marketing, communications, event planning, journalism, digital media, or related fields.

• Minimum 5 years working experience in the related fields.

• Fluent in both spoken and written Chinese and English, with the ability to create original content and liaise with Chinese-speaking vendors.

• Proven experience in event planning and project management, with strong skills in marketing communications, branding, or media relations.

• Familiarity with video editing, digital storytelling, and presentation software is a plus.

• Excellent interpersonal and communication skills, with a strong ability to work collaboratively across teams and build relationships with stakeholders at all levels.

• A keen eye for detail and a proactive, results-driven mindset.