About the Role:

• Lead the Group's social media vision, strategy, and roadmap aligned to brand and commercial goals.
• Drive the global growth and evolution of social ecosystem to strengthen relevance, engagement, and business impact.
• Create scalable guidelines that keep global brand consistency while adapting to local market needs.
• Build China-specific platform strategies across XHS, WeChat, Weibo, Douyin, and emerging ecosystems.
• Use social insights and consumer trends to continually improve brand positioning and content performance.
• Identify and develop opportunities in social commerce, community marketing, and creator economy in China.
• Lead global social content strategy across paid, owned, and earned channels.
• Develop platform-native luxury storytelling content.
• Set content planning systems and editorial calendars across brands, destinations, and campaigns.
• Design creator/influencer/KOL/KOC strategies with strong China expertise.
• Drive innovation in formats such as short-form video, livestreaming, and user-generated content.
• Use social media as a commercial growth engine across awareness, loyalty, direct bookings, and retention; support major initiatives, hotel openings, seasonal priorities, and loyalty programs.
• Use social data to support customer insights and audience development; manage KPIs tied to end-to-end business outcomes, provide senior leadership recommendations, and optimize investments using analytics.
• Lead crisis management across global and regional levels and manage celebrity relationship programs and stakeholder alignment.
• Lead and develop a high-performing social media team, manage agencies and partners, advise executives on trends and reputation, and coordinate closely with regional and hotel marketing teams to deliver strong local execution while maintaining global standards.

About the Candidate:

• Bachelor's degree in Marketing, Communications, Digital Media, Journalism, or a related field.
• 15+ years of progressive experience leading social media, digital marketing, or content strategy in luxury, hospitality, lifestyle, travel, or premium consumer brands.
• Proven success building and executing global social media strategies across multiple international markets.
• Strong hands-on experience leading China's digital ecosystem, especially Xiaohongshu alongside WeChat, Douyin, and Weibo.
• Solid understanding of social commerce, influencer marketing, KOL/KOC ecosystems, and creator economy in Mainland China.
• Track record of establishing social media governance, Centres of Excellence, and global best practices in complex multinational organizations.
• Strong commercial focus connecting social performance to customer acquisition, loyalty growth, and revenue.
• Deep knowledge of audience segmentation, customer behavior, social analytics, and performance measurement.
• Experience leading integrated content strategies across owned, earned, and paid media.
• Strong stakeholder management, able to influence senior executives and cross-functional teams globally.
• Proven leadership in managing strong teams and external agency partners.
• Excellent written and spoken communication skills in English, Cantonese, and Mandarin.

If you are ready for above, pls share your CV to calvin.wan @ ambition.com.hk