返回查询:Digital Content / 深圳市

Position Summary:

The Digital Content Lead will lead the creation and execution of content strategies that elevate Galaxy Entertainment Group's (GEG) brand and support performance marketing campaigns. This role must establish and operate a centralized digital content hub producing 1,000s of content pieces annually through hybrid resourcing (in-house teams, agencies, AI tools). The role will ensure scalable, efficient content operations, maintaining brand integrity and engagement across platforms by focusing on storytelling, platform-specific content, and audience engagement, directly aligning with the objectives of the Performance Marketing team and GEGs goals.

Major Responsibilities:

Content Strategy:

  • Develop a holistic content strategy aligned with GEGs brand identity, target personas, and customer journey stages.
  • Identify the right content and product opportunities across multiple platforms.
  • Integrate DCO (Dynamic Creative Optimization) to personalize content for increase in marketing effectiveness.
  • Localize strategies for Chinese (XHS/DY/Kuaishou) and global markets (Meta/YouTube).
  • Collaborate with the Performance Marketing teams to ensure content supports campaign objectives.

Content Hub Leadership & Scaling:

  • Build/operate a centralized content production hub leveraging in-house teams, agencies, and AI tools to deliver 1,000s of high impact assets/year (video, social, blogs, 3D, landing pages), including overseeing influencer content development for campaigns.
  • Implement AI-driven scaling: Integrate AI-generated content for production output to optimize costs/speed while maintaining quality.
  • Develop hybrid workflows: Manage end-to-end production pipelines (briefing → creation → repository → distribution) for high-volume output across multiple projects annually.
  • Plan and execute quick content "on-the-fly", using editing tools, for social media platforms, maintaining authenticity.

Platform & Technology Optimization:

  • Tailor content for platform-specific algorithms (XHS, DY, Kuaishou, Dianping, Meta, YouTube, etc.) and SEO (keyword research, metadata).
  • Pilot emerging tech: AI video tools, 3D assets, reactive campaign frameworks, and OMO (online-merge-offline) experiences.
  • Stay ahead of trends in digital storytelling and platform updates.

Content Calendar Management:

Maintain a dynamic content calendar, ensuring timely delivery for campaigns, holidays, and events.

SEO & Engagement:

  • Optimize content for SEO (keyword research, metadata) and platform algorithms (DY, YouTube Shorts).
  • Integrate UGC, influencer collaborations, and guest testimonials into content plans.
  • Resource Management:
  • Budget/resource efficiency: Oversee large production budgets; achieve cost savings via AI tools, process automation, and agency negotiations.
  • Lead in-house creative teams, external agencies, and AI specialists.
  • Drive "Creative at Scale" adoption: Ensure 100% model buy-in with high stakeholder satisfaction.
  • Curate UGC/influencer collaborations and brand partnership content (e.g. IP co-branding).
  • Leverage various tools for efficient content workflows.

Performance Tracking:

  • Analyze engagement metrics (views, shares, time-on-page) and conversion rates to refine strategies.
  • Report on content ROI and audience sentiment to senior leadership.
  • Use insights to refine content strategies and A/B test formats.

Requirements:

  • Bachelor's degree in Communications, Creative Development or a related field ; MBA preferred.
  • 10+ years in content strategy/creation, with 2 years leading scalable hub operations (travel, hospitality, or lifestyle brands preferred).
  • Portfolio showcasing expertise in multi-platform content (social, video, web), at scale
  • Proficiency in content tools (Adobe Creative Suite, Canva, CMS platforms) and SEO tools (SEMrush, Ahrefs).
  • Strong understanding of platform algorithms and best practices (XHS, DY, Kuaishou, Dianping, Meta, YouTube).
  • Strong leadership skills with experience managing high-performing teams, expertise in agency negotiations, talent development and cross-functional collaboration.
  • Strong understanding of consumer behavior in both Chinese and international markets.
  • Innovative mindset with the ability to adapt to a fast-paced, evolving business environment.
  • Fluency in English and Chinese (written and spoken).
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