Job Description

Social Media Platform & Content Strategy (20%)

Independently leads & shares strategic counsel with brands regarding brand campaigns, content & social media platform strategy

• Share strategic counsel on pivoting existing social media campaigns, adapt to unique business challenges & Covid-19 environment while continuing to maximize ROI in line with business objectives
• Support local IM teams to provide strategic counsel on and roll out several test-and-learn campaigns leveraging new content formats and partnership models for TR

Influencer Engagement & Press Management (30%)

• Increase TR earned media value through focus on key travel voices, supporting TR recovery through channel-focused storytelling (Vogue KR, CNT China, NYT CN)
• Initiate and manage corporate projects such as product seeding and media partnership to foster better visibility of our brands on social media channels
• Establish TR APAC as a credible brand partner that media & influencers wish to collaborate with
• Manage and grow affinity with influencers, media, KOC networks and establish earned content strategy to add value to existing partnerships
• Spearhead integrated, 360 content-first mindset with owned, earned, paid platforms to drive content amplification & maximization amid changing social media landscape
• Developed ex-China CTC influencer engagement strategy for brands not sold in China

Campaign Management & Social Selling Execution (35%)
Nurture global, brand relationships to generate more collaboration & conversion opportunities

• Support day-to-day Travel Retail media inquiries and KOL requests for APAC and act as connector between global, local communications and regional brand teams
• Collaborate with in-market social + comms teams – esp. in China and Korea
• Build a network of media and KOL contacts within the region who become ambassadors for our brands within Travel Retail
• Global stakeholder engagement with TRWW Integrated Communications team to drive, build and support global initiatives from a TR APAC lens
• Search and reapply social selling best practices across TR APAC markets to build capabilities and pilot innovative projects

Performance Tracking & Optimization (15%)

Develop valid insights to local market in order to grow market expertise, to deliver unique consumer engagement hooks and agility to rapidly changing market needs

• Publish and share social media trend report of TR APAC monthly in order to help brands’ understanding of the market
• Support weekly crisis and issues monitoring of local market to support Covid-19 Business recovery
• Analyze each campaign’s performance with quantitative (impressions and ER) and qualitative assessment (contents and creative) to craft actionable insights

Requirements:

• 5-6 years’ experience & proven track record of creating compelling communications campaigns across traditional, digital and social media that drive strong business results in the APAC market
• Strategic thinker who can collaborate with stakeholders both internally and externally across regions and teams
• High degree of emotional intelligence; ability to navigate successfully in a highly matrixed global organization with a passion for the travel space