Global Social Media & Brand Lead

Key Responsibilities

1. Global Social Media Strategy & Growth

• Own the overall social media strategy across international markets, establishing clear brand positioning, content direction, and platform-specific growth strategies.
• Develop differentiated approaches for major social platforms based on their unique audiences, content formats, and cultural dynamics.
• Drive continuous, data-informed optimization, taking ownership of social media growth, engagement, and overall brand visibility.

2. Global Content Strategy & Brand Building

• Translate our firm's expertise, services, and milestones into compelling content that international audiences genuinely want to engage with, discuss, and share.
• Build a distinctive global brand voice and social media personality that stands out in the international financial services landscape.
• Develop a scalable content strategy and operating framework that goes beyond translating or repurposing content created for Chinese audiences.

3. Creator & KOL Ecosystem Development

• Shape Creator and KOL strategies across different business lines, identifying the right creators, communities, and collaboration opportunities.
• Coordinate Creator and KOL resources across teams to build a scalable and effective partnership ecosystem.
• Establish repeatable collaboration models that expand brand awareness, service reach, and influence among target audiences.

Requirements

• Bachelor's degree or above, with 3+ years of experience in international social media operations, content marketing, or brand growth.
• Proven track record of building social media accounts, brands, or platforms from 0 to 1, or driving significant growth at scale, supported by measurable results.
• Strong understanding of at least three major international social media platforms, including their content dynamics, audience behaviors, and cultural nuances.
• Excellent content instincts and the ability to quickly identify promising topics, hooks, formats, and storytelling angles with viral potential.
• Proficiency in both English and Mandarin, with the ability to communicate effectively with stakeholders across markets - including internal teams, senior leadership, agency partners, and Creator/KOL networks in Chinese-speaking regions.
• Comfortable working in a fast-paced, international, and cross-functional environment.

Nice to Have

• Proven experience creating viral social media content, with a clear understanding of what drove its success and how to replicate it.
• Experience in financial services, B2B, or professional services marketing.
• An established network of international Creators, KOLs, or relevant online communities.
• Experience building a global brand or social media presence across multiple business lines or markets.