RESPONSIBILITIES:
? Responsible for Viking’s overall content marketing strategy with business objectives in mind, i.e., drive awareness of brand/product and nurture audience towards enquiry/being sales-ready
? Train and lead content development team (in-house and agencies) towards engaging content that achieves high readership/viewership, engagement and business objectives above
? In collaboration with content development team, develop yearly/monthly/weekly content calendars, focusing on relevant content plan and angles for owned media channels including but not limited to WeChat official account, Channels, Little Red Book, Bilibili, Tiktok, WeChat groups
? Input on SMS marketing content, official website and WeChat mini program content structure/new pages in collaboration with Sales and Website/Mini Program management team members
? Work with Insights/Data and individual channel management team members to track content
performance of Viking’s social media and owned channels (including but not limited to readership/viewership, engagement, enquiries to call center), and continue to optimize the content performance
? Monitor and share learnings from relevant competitors and industry trends in content marketing,
including content performance and SOV of other brands in the industry
? Oversee content development of the above platforms, including copywriting and/or editing copy
where needed, providing input/advice on content distribution frequency, and making sure content direction is in line with plan and evolving business requirements
? Review and edit copy for guest-facing customer journey documents including quotation forms, service SMS, etc.
QUALIFICATION PROFILE
? Knowledge and Experience:
? Bachelor’s degree or above, preferably in the media/communications field
? 4+ years working experience in a media company in a content development or editorial role (content strategy, planning, writing/development of multiple-format content)
? Ideally has content development/marketing experience in online retail platforms (e.g., 一条) or intravel/lifestyle content platforms (e.g., Feeker), with KPI to drive e-commerce/sales leads
? Knowledge in developing content to nurture database or followers to drive them towards purchase
? In-depth knowledge of popular content marketing channels/methods in China (e.g., live-streaming 直播, private domain operation 私域运营, etc.), and how to apply them to a luxury travel brand
? Familiar with the operation rules of various mainstream social media platforms
? Track record in producing content that achieves good performance in readership, likes, sharing, engagement 种草内容; or in e-commerce/purchase enquiries/sales 带货内容
? Skills:
? Have both strategic and creative thinking ability in content marketing, not just ability to execute
? Have a keen sense to spot/create “hot topics”/market trends, and how to develop relevant/consumerinsight-led content for different audiences to meet business objectives
? Strong copywriting/editing and storytelling skills
? Ability to critically analyse content performance and optimize
? Excellent verbal and written communicator, with strong interpersonal skills
? Good aesthetic sense in content development (videos, imagery, graphics, etc.)
? Basic written and oral English is a must, proficiency/fluency is a bonus
? Good skills in using PPT, Excel and other Office software, and in using platforms of content creation
? Attributes:
? Self-starter and team motivator who is not afraid of hard work
? Ability to bring about and respond well to change
? Highly flexible/adaptive, resilient/able to deal well with working under high pressure or stress
? A team player with positive energy and able to contribute to a fun working environment
? A resourceful, pro-active problem-solver who takes ownership for own performance and development
? Keeps up-to-date with digital, travel and lifestyle trends