Assistant Manager/Senior Executive, Corporate and Marketing Communication (Xiaohongshu)

About Us
Find Your Shangri-La in Shangri-La.
Headquartered in Hong Kong SAR, Shangri-La Group has grown from a single hotel business to a diverse and integrated global portfolio comprising quality real estate and investment properties, wellness and lifestyle facilities. 

Today, the Group owns, operates and manages 100+ hotels under our family of five brands: Shangri-La Hotels & Resorts, Shangri-La Signatures, Kerry Hotels, JEN by Shangri-La, and Traders. 

About the Role

As an Assistant Manager/Senior Executive, Corporate and Marketing Communication (Xiaohongshu), you will support Shangri-La Group’s brand storytelling and engagement across Xiaohongshu, with a focus on advocacy-driven initiatives involving KOLs, KOCs and KOEs. You will help develop platform-first campaigns, create lifestyle-led content, and support integrated marketing activations that strengthen brand presence and drive audience engagement.

Key Responsibilities

Community Engagement & Xiaohongshu Advocacy Marketing

• Assist in the development and execution of a structured KOL/KOC/KOE strategy, with a primary focus on building a high-quality brand presence on Xiaohongshu


• Identify, vet, onboard, and manage Xiaohongshu influencers and content creators aligned with brand positioning and campaign objectives


• Develop and execute Xiaohongshu-first campaigns, including seeding strategies, content amplification, and community engagement tactics


• Monitor platform-specific performance metrics (e.g., saves, shares, search visibility, and conversion signals) to optimise campaign effectiveness


• Stay up to date with Xiaohongshu trends, algorithm updates, and user behaviours to continuously refine advocacy strategies

Campaign Support & Event Coordination

• Support the planning and execution of integrated marketing campaigns, ensuring strong Xiaohongshu integration within broader digital and offline activations


• Coordinate influencer participation and content capture for brand events, with a focus on Xiaohongshu-native storytelling


• Assist with logistics, including liaison with agencies, KOLs, and suppliers, as well as on-site event execution


• Ensure campaign messaging and assets are adapted effectively for Xiaohongshu’s content style and audience expectations

Content Development & Digital Collaboration

• Contribute to the ideation, creation, and curation of lifestyle-driven content tailored specifically for Xiaohongshu, including short-form video, photo posts, and long-form notes


• Collaborate with internal teams to ensure a consistent brand voice while adapting content to platform-specific nuances


• Guide KOLs/KOCs in producing authentic, high-performing Xiaohongshu content aligned with brand storytelling objectives


• Support content calendars and publishing strategies to maximise visibility and engagement

About You

• Minimum of 5 years’ experience in marketing communications, influencer marketing, or community management, with strong experience in Xiaohongshu


• Proven track record in managing Xiaohongshu KOL/KOC campaigns, including influencer seeding and content optimisation


• Deep understanding of Xiaohongshu’s ecosystem, including content trends, algorithm, and user behaviour


• Experience in hospitality, travel, or lifestyle sectors is highly preferred


• Strong content sensibility with an eye for lifestyle storytelling tailored to Chinese digital audiences


• Fluent in English, Mandarin and Cantonese


• Highly organised, detail-oriented, and proactive, with the ability to manage multiple campaigns simultaneously


• Bachelor’s degree or above in Marketing, Communications, Public Relations, or a related discipline


• A collaborative team player with strong communication and stakeholder management skills


• Comfortable working in a fast-paced environment with a strong focus on execution and results

Why Join Us

• A workplace that values your passion and supports self-realization and personal growth.


• Structured learning and development pathways with real opportunities to advance your professional craft and leadership skills.


• Competitive benefits, recognition programs, and colleague stay/travel perks that reward your contribution and dedication.


• Teams that promote inclusion and respect, value diversity, and foster a secure environment where everyone can thrive

We are an equal opportunity employer. Applications from all qualified candidates are welcomed. All information provided by applicants will be treated in confidence and used only for recruitment purposes. (Click here to learn more about our Data Protection statements.)

We appreciate your interest in joining us. Please note that only successful candidates will be contacted.