Marketing & Go-To-Market (GTM) Manager

Core Responsibilities

1. Strategic Development & Market Entry

·       Dual-Track Strategy: Develop a distinct China Domestic Strategy (focused on brand awareness through KOLs) and a Global Chinese Strategy (focused on user acquisition, engagement, and community building for overseas Chinese audiences).

·       Regulatory & Compliance Alignment: Work closely with legal and compliance teams to ensure all messaging adheres to Mainland China advertising and communication regulations. Reference Hong Kong’s regulatory frameworks as a benchmark for compliant financial communications where relevant.

·       Social Platform Activation: Own Chinese-language growth initiatives on global social platforms and lead the development of a structured messaging and community engagement strategy for private messaging platforms.

2. KOL & Community Partnership

·       Tiered Influencer Management: Identify and develop partnership proposals and engagement models with Target KOLs (on Xiaohongshu, Douyin, and Weibo) and KOCs (Key Opinion Consumers) in private messaging and community groups.

·       Creative Collaboration: Develop localized content toolkits (including infographics, post templates, and short-form video scripts) to ensure the Company’s value proposition is communicated accurately and in a culturally native tone.

3. Competitor Listening & Market Intelligence

·       Market Benchmarking: Conduct regular reviews of key regional and global competitors to benchmark community engagement strategies, content themes, and positioning shifts.

·       Sentiment Monitoring: Track audience sentiment and engagement trends to identify emerging market themes or regulatory sensitivities at an early stage.

4. Specialized Content Creation

·       Chinese-Language Content: Translate product offerings, service updates, and brand narratives into engaging long-form and short-form content tailored to overseas Chinese audiences.

·       Diaspora Outreach: Develop platform-specific content strategies for diaspora-focused platforms such as Xiaohongshu (RED) and explore long-form educational or thought-leadership content opportunities on video platforms.

Requirements & Qualifications

Language & Cultural Fluency

·       Native Mandarin: Proficiency in Simplified Chinese (Mainland) and Traditional Chinese (Hong Kong, Taiwan, and overseas Chinese communities).

·       Digital & Community Language Fluency: Strong understanding of online community communication styles, including informal and conversational digital language used across social platforms.

·       Professional English: Ability to localize global brand narratives into Chinese-language content while maintaining accuracy and consistency.

Industry & Functional Knowledge

·       Financial Services Understanding: Solid understanding of regulated financial products and services, with the ability to communicate value propositions clearly to partners and audiences.

·       Digital Platforms Expertise: In-depth knowledge of managing and advising on social and community platforms without operating official domestic channels, including growth through influencer collaboration.

·       Risk & Security Awareness: Awareness of online community risks, impersonation issues, and best practices for safeguarding brand reputation within digital communities.

Experience

·       Experience Level: 1 to 3 years of experience in social media, community management, or digital marketing within financial services, technology, or regulated consumer-facing industries.

·       Community Growth Track Record: Demonstrated experience in building and scaling Chinese-speaking online communities with measurable engagement outcomes.