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.