AVP / VP, Marketing Communication

Shangri-La International Hotel Management Ltd.

Shangri-La Group is a global leader in luxury hospitality with unique Asian heritage.

Headquartered in Hong Kong, we have over 100 hotels and resorts under four brands in key cities and beautiful beachfront locations globally. We are expanding rapidly with a strong development pipeline throughout Asia, the Middle East, Europe, and Africa.

Regarded as one of the world’s finest hotel ownership and management companies, Shangri-La is dedicated to delighting guests around the world with legendary service, finely tuned through over 45 years of hospitality from the heart. We have an affinity with Asian travelers, and we offer them a gateway to the rest of the world, positioning us as a leading brand in luxury hospitality.

As an enviable employer with industry-leading levels of colleague engagement, our people are our priority. Our success is made possible only through the efforts and abilities of over 42,000 colleagues worldwide. In accordance with this belief, the focused investment we make in the learning and development of our colleagues is unparalleled in the global hospitality industry. From welcoming new colleagues to best-in-class leadership development, you can be sure that potential is identified and nurtured throughout your career.

We are seeking an accomplished, commercially driven, and highly strategic Assistant Vice President/Vice President, Marketing Communication to lead Shangri-La social media strategy and establish a world-class Social Centre of Excellence (CoE) across all brands and markets.

This role is critical in accelerating brand awareness, customer engagement, and commercial performance through best-in-class social media, content, creator partnerships, and community strategies.  The successful candidate must possess deep expertise in China's social ecosystem, particularly Xiaohongshu, alongside WeChat, Weibo, Douyin and emerging platforms, while also driving excellence across global channels including Instagram, Facebook, TikTok, LinkedIn and YouTube.

Reporting to the Senior Vice President, Brand Marketing,  the Assistant Vice President/Vice President, Marketing Communication will define the Group's social strategy, governance, operating model and performance framework, ensuring social media becomes a key driver of brand preference, customer acquisition, loyalty engagement and direct business growth.

Key Responsibilities

Social Media Strategy & Leadership

• Develop and lead the Group's social media vision, strategy and roadmap aligned with overall brand and commercial objectives.


• Lead the evolution of Shangri-La's social ecosystem to strengthen brand relevance, engagement and business impact globally.


• Build scalable frameworks that balance global brand consistency with local market relevance.

Mainland China Social Leadership

• Develop platform-specific strategies across XHS, WeChat, Weibo, Douyin and emerging China digital ecosystems.


• Leverage social insights and consumer trends to continuously optimise brand positioning and content performance.


• Drive social-first campaigns to grow Shangri-La Circle membership, customer engagement and hotel revenue 


• Identify new opportunities in social commerce, community marketing and creator economy within China's rapidly evolving digital landscape.

Global Content & Creator Strategy

• Lead the Group's global social content strategy across paid, owned and earned channels.


• Develop compelling, platform-native content that reflects luxury hospitality storytelling.


• Establish content planning frameworks and editorial calendars across brands, destinations and campaigns.


• Develop creator, influencer and Key Opinion Leader (KOL/KOC) strategies, with particular expertise in China.


• Drive innovative content formats including short-form video, livestreaming, user-generated content and emerging social experiences.

Commercial Growth & Customer Engagement

• Position social media as a key commercial growth engine supporting brand awareness, loyalty acquisition, direct bookings and customer retention.


• Collaborate with Shangri-La Circle teams to integrate social into the customer journey.


• Develop social campaigns that support major brand initiatives, hotel openings, seasonal campaigns and loyalty programmes.


• Identify opportunities to leverage social data for customer insights and audience development.

Performance Management

• Establish and track a KPI framework that ties social media and communication efforts to full-funnel business outcome


• Deliver insights and recommendations to senior leadership.


• Leverage data and analytics to optimize future investments. 


• Lead crisis management in global and regional level


• Manage celebrity relationship and formulate long term “friends of Shangri-La” strategies to drive affinity

Leadership & Stakeholder Management

• Lead and develop a high-performing social media team.


• Manage external agencies, influencer partners, production houses and platform relationships.


• Advise senior leadership on social media trends, opportunities and reputation management.


• Collaborate closely with regional and hotel marketing teams to elevate local execution while maintaining global standards.

About You

• Bachelor's degree in Marketing, Communications, Digital Media, Journalism or related disciplines;


• 15+ years of progressive experience leading social media, digital marketing or content strategy within luxury, hospitality, lifestyle, travel or premium consumer brands.


• Demonstrated success developing and executing global social media strategies across multiple international markets.


• Extensive hands-on experience managing China's digital ecosystem, particularly Xiaohongshu alongside WeChat, Douyin and Weibo.


• Strong understanding of social commerce, influencer marketing, KOL/KOC ecosystem and creator economy in Mainland China.


• Proven experience establishing social media governance, Centres of Excellence and global best practices within complex multinational organisations.


• Strong commercial mindset with the ability to connect social media performance to customer acquisition, loyalty growth and revenue generation.


• Deep understanding of audience segmentation, customer behaviour, social analytics and performance measurement.


• Experience leading integrated content strategies across owned, earned and paid media.


• Excellent stakeholder management skills with the ability to influence senior executives and cross-functional teams globally.


• Strong leadership experience managing high-performing teams and external agency partners.


• Excellent written and verbal communication skills in English, Cantonese and Mandarin.

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.