Responsibilities:

• Formulate and execute integrated digital and social media marketing strategies and annual plans to drive the growth for Personal Banking, ensuring regular reviews to support business goals.
• Lead the development of digital-first and social media-centric marketing campaigns tailored specifically to engage and acquire the young customer segment (Gen Z and Millennials).
• Work with internal stakeholders and external digital, creative, and media agencies to develop compelling, modern, and compliant content (video, interactive, and social assets) that demystifies investment products.
• Plan, organize, and optimize digital customer engagement and promotional activities to strengthen customer relationships, enhance product profitability, and maximize campaign ROI.
• Collaborate closely with investment product and segment managers to translate complex financial concepts into trend-driven, relatable social media messages that drive brand awareness and sales conversion.
• Liaise with external partners, digital platforms, and financial influencers to build strategic alliances, expand the youth customer base, and meet marketing objectives.
• Manage marketing budgets, optimize paid ad spend across social platforms, and strictly control project expenses.
• Conduct deep-dive market, social listening, and media analysis, track emerging digital and fintech trends, and evaluate campaign performance using data analytics.
• Provide support on administrative and ad hoc tasks as required

Requirements:

• Bachelor's degree or above, preferably in Marketing, Communications, Digital Media, or related disciplines
• Minimum 6-8 years' relevant experience in digital marketing, social media management, or brand communications, ideally within the banking, wealth management, or FinTech industry
• Solid knowledge of social media algorithms, content marketing, SEO/SEM, and digital analytics, with practical experience in launching financial campaigns. Direct experience in marketing investment products to the young or retail segment is a strong advantage
• Strong market sense with a deep understanding of youth culture, digital trends, and internet habits; highly creative thinking with flexibility in problem-solving
• Excellent project management and execution skills. Proven ability to work independently, manage multiple digital campaigns simultaneously, and prioritize tasks effectively under tight deadlines
• Strong presentation, negotiation, and interpersonal skills, with the ability to collaborate effectively across cross-functional teams (including Product, Compliance, and Legal) to ensure smooth operations
• Proficient in written and spoken English and Chinese

If you are applying for in-scope position(s) under the Mandatory Reference Checking Scheme (i.e., A role carrying out regulated activities licensed by the IA, SFC & MPFA), you are required to undergo the Mandatory Reference Checking. Our responsible recruiter will inform you the details of the MRC process and the requirements in due course. For details, please click here .