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Manager, Advertising & Sponsorship – Lead Prudential’s social media strategy across XHS, Facebook, Instagram, Threads in Hong Kong.
Shape integrated content, paid media, and community initiatives to boost brand awareness and protect reputation.
Prudential’s purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people’s career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.
The Manager, Social Media leads the planning and execution of Prudential’s social media strategy, with a strong focus on Xiaohongshu (XHS) and key Hong Kong platforms. Working closely with the Senior Manager, the role drives brand awareness, engagement and consideration through integrated content, paid media and community management, while safeguarding brand reputation across China-facing and Hong Kong digital ecosystems.
Job Responsibilities
- Lead end‑to‑end social media strategy and execution, with priority on Xiaohongshu (XHS) and Hong Kong platforms (Facebook, Instagram, Threads).
- Translate business and marketing objectives into platform‑relevant content, storytelling and activations.
- Develop and optimise platform‑specific strategies to maximise reach, engagement and performance.
- Drive campaign‑based and always‑on social initiatives, ensuring timely delivery against KPIs.
- Oversee content planning, creation and governance to ensure brand consistency, accuracy and compliance.
- Plan and manage paid social campaigns, monitoring performance and delivering actionable insights.
- Manage community engagement, social listening and cross‑functional collaboration to protect and enhance brand reputation.
Job Requirements
Minimum of 6 years of experience in social media management, preferably from financial institutions or advertising agencies.
- Strategic Thinking: Ability to develop and execute social media campaigns aligned with business goals.
- Strong understanding of target audience, brand positioning, and messaging.
- Communication and Collaboration: Excellent written and verbal communication skills.
- Ability to collaborate effectively with internal teams, external agencies/ partners and influencers.
- Adaptability and Agility: Capacity to navigate a fast‑paced and dynamic social media landscape.
- Flexibility to adapt strategies and tactics based on changing trends and platform algorithms.
- Brand Management: Understanding of brand voice, guidelines, and reputation management in the social media sphere.
- Knowledge of Social Media Platforms: Proficiency in major social media platforms targeting locals, new HK-ers and Mainland Chinese Visitors and their respective advertising tools. Familiarity with emerging platforms and trends is a plus.
- Content Creation Skills: Proficiency in creating engaging and visually appealing content for social media platforms.
- Analytical Skills: Ability to analyse social media metrics, identify trends, and derive actionable insights.
- Familiarity with social media analytics tools (e.g., Meta Insights, Google Analytics, Xiaohongshu sentiment index) is beneficial.
- Excellent command of English and Chinese (written and spoken).
Prudential is an equal opportunity employer. We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part‑time / fixed‑term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third‑party suppliers taking into account the context of grade, job and location. We also allow for reasonable adjustments to support people with individual physical or mental health requirements.