Senior Manager, Content

This position is for Office of Corporate Communications and Marketing (OCCM).

This position is for the Office of Corporate Communications and Marketing (OCCM) with regional social media responsibilities across China and other markets in the region.

• Regional Social Media Strategy and Execution
• Implement social media strategies tailored to regional markets, with a primary focus on China, while supporting other markets in the region such as Southeast Asia and South Asia.
• Manage social media accounts on regional platforms, including WeChat, Weibo, Xiaohongshu (Little Red Book), Douyin, LINE, and TikTok, ensuring content relevance and consistency.
• Provide insights into regional audience behaviours and platform trends to inform strategic planning by the Social Lead.
• Content Creation and Campaign Execution
• Develop and localise engaging content (written, visual, and video) for diverse regional audiences, ensuring cultural relevance and alignment with the university's messaging.
• Execute both organic and paid campaigns across regional platforms, optimising performance to meet marketing objectives.
• Manage the regional content calendar, ensuring timely and consistent updates across all platforms.
• Community Engagement and Monitoring
• Engage with online communities across the region, responding to audience queries and comments in a culturally appropriate manner.
• Monitor brand mentions and address any emerging issues, escalating potential risks to the Social Lead when needed.
• Data Analysis and Reporting
• Track and analyse social media performance metrics across regional platforms, delivering reports with actionable insights to the Content and Social Lead.
• Use data to refine content and campaign strategies for regional audiences, ensuring continuous improvement.
• Stakeholder and Agency Collaboration
• Work closely with internal teams, such as Admissions, Student Services, and Alumni Relations, to support region-specific initiatives.
• Collaborate with external agencies and influencers across the region, ensuring campaigns are well-executed and align with the university's goals.
• Language and Cultural Expertise
• Translate and localise marketing content into Chinese (Simplified) for China-specific campaigns, ensuring cultural relevance and accuracy.
• Leverage deep knowledge of the China social and marketing landscape, while maintaining awareness of regional platforms such as LinkedIn, LINE and TikTok.
• Other duties as assigned.

• Academic Qualifications:
  • A Bachelor's degree in Journalism, Mass Communications, Marketing, Digital Media, or a related field
• Professional Experience:
  • Minimum of 3 years of experience in social media strategy, content creation, and community engagement, with demonstrated expertise in managing platforms across regional markets, particularly in China.
  • Hands-on experience with regional social media platforms, including WeChat, Weibo, Douyin, and Xiaohongshu, is mandatory. Familiarity with additional platforms such as LINE, TikTok, or Zalo is an advantage.
  • Prior experience in executing digital campaigns, paid advertising, or influencer collaborations is strongly preferred.
  • Regional Social Media Expertise:
  • Demonstrated experience managing social media channels across regional platforms, with mandatory expertise in China platforms such as WeChat, Weibo, Douyin, and Xiaohongshu, and familiarity with platforms in other markets such as LINE and TikTok.
  • Bilingual Communication Skills:
  • Bilingual communication skills in English and Chinese (Simplified). Proficiency in spoken and written Chinese (Simplified) would be advantageous as you are required to work with a variety of Chinese digital media such as WeChat, Weibo, Douyin, and Xiaohongshu, in addition to Western digital media.
  • Content Creation and Localisation:
  • Skilled in creating and adapting content to suit diverse regional audiences, ensuring cultural relevance and compelling storytelling. Proficiency in design, photography, and video editing tools is a plus.
  • Campaign Management and Analysis:
  • Experience executing both organic and paid social media campaigns, with strong analytical skills to track performance metrics and recommend data-driven improvements.
  • Community Engagement:
  • Adept at fostering engagement and managing online communities across regional platforms, with sensitivity to cultural nuances and audience preferences.
  • Technical Proficiency:
  • Proficient in social media management tools, social listening platforms, and analytics tools. Willingness to learn martech and other tools required for the role, with familiarity in generative AI tools considered a plus.
  • Collaboration and Organisation:
  • A proactive and adaptable team player with strong interpersonal skills. Capable of collaborating effectively with internal and external stakeholders while managing multiple projects in a fast-paced environment.
  • Resilience in a Demanding Role:
  • Proven ability to perform effectively under tight deadlines and manage competing priorities while delivering high-quality results.
  Other Information

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  Candidates who do not possess the stipulated qualifications but have relevant work experience may still apply. Remuneration and appointment terms shall commensurate with qualifications and experience. SMU reserves the right to modify the appointment terms where necessary.