Assistant Marketing Manager

Purpose of the Role

To own and elevate social media and digital marketing across the group, and to lead the day-to-day marketing team so that execution runs to a consistent, high standard. This is a strategic operator, not a coordinator — someone who sets direction, directs the team delivering it, and is accountable for results.

Key Responsibilities

1. Own strategy and performance for social media and digital/paid campaigns across all brands, with clear KPIs and ongoing optimisation.
2. Lead and coordinate the marketing team (designer, social media senior executive, marketing executive, partnerships executives) — priorities, workflow and quality of output.
3. Build and strengthen the brands' presence and campaigns on China platforms (RED/Xiaohongshu, WeChat, Douyin, Tmall), including key moments such as 11.11.
4. Direct KOL/influencer and partnership activity — briefs, deliverables and measurable outcomes.
5. Use data and AI tools to plan, test and improve campaigns, and to report performance clearly.
6. Work closely with the team head on brand and campaign direction; report daily on activity, priorities and results.

Must-Have Skills & Experience

1. 4+ years in social media and digital/paid marketing, with a demonstrable track record of campaigns owned and the growth or revenue.
2. Strong command of paid/performance marketing (Meta, Google and beyond): budgets, targeting and optimising to a KPI.
3. Data literacy — confident with GA4, campaign dashboards and CRM data, and able to turn insight into decisions.
4. AI fluency — already using AI tools for content, automation and analysis as part of day-to-day work.
5. China-platform experience — running or supporting campaigns on RED, WeChat, Douyin or Tmall.
6. Experience managing a small marketing team and directing output to a standard.
7. Trilingual: English, Cantonese and Mandarin, fluent across HK, China and our international-facing brands.

Strong Plus

1. Beauty, retail or lifestyle background.
2. CRM / lifecycle and e-commerce campaign experience.
3. Content and copywriting sense; comfort with design and communication tools.