About the role
About Us Find Your Shangri-La in Shangri-La. Headquartered in Hong Kong SAR, Shangri-La Group has grown from a single hotel business to a diverse and integrated global portfolio comprising quality real estate and investment properties, wellness and lifestyle facilities.
Today, the Group owns, operates and manages 100+ hotels under our family of five brands: Shangri-La Hotels & Resorts, Shangri-La Signatures, Kerry Hotels, JEN by Shangri-La, and Traders.
About The Role As an Assistant Manager/Senior Executive, Corporate and Marketing Communication (Xiaohongshu), you will support Shangri-La Group’s brand storytelling and engagement across Xiaohongshu, with a focus on advocacy-driven initiatives involving KOLs, KOCs and KOEs. You will help develop platform-first campaigns, create lifestyle-led content, and support integrated marketing activations that strengthen brand presence and drive audience engagement.
Key Responsibilities Community Engagement & Xiaohongshu Advocacy Marketing
- Assist in the development and execution of a structured KOL/KOC/KOE strategy, with a primary focus on building a high-quality brand presence on Xiaohongshu
- Identify, vet, onboard, and manage Xiaohongshu influencers and content creators aligned with brand positioning and campaign objectives
- Develop and execute Xiaohongshu-first campaigns, including seeding strategies, content amplification, and community engagement tactics
- Monitor platform-specific performance metrics (e.g., saves, shares, search visibility, and conversion signals) to optimise campaign effectiveness
- Stay up to date with Xiaohongshu trends, algorithm updates, and user behaviours to continuously refine advocacy strategies
Campaign Support & Event Coordination
- Support the planning and execution of integrated marketing campaigns, ensuring strong Xiaohongshu integration within broader digital and offline activations
- Coordinate influencer participation and content capture for brand events, with a focus on Xiaohongshu-native storytelling
- Assist with logistics, including liaison with agencies, KOLs, and suppliers, as well as on-site event execution
- Ensure campaign messaging and assets are adapted effectively for Xiaohongshu’s content style and audience expectations
Content Development & Digital Collaboration
- Contribute to the ideation, creation, and curation of lifestyle-driven content tailored specifically for Xiaohongshu, including short-form video, photo posts, and long-form notes
- Collaborate with internal teams to ensure a consistent brand voice while adapting content to platform-specific nuances
- Guide KOLs/KOCs in producing authentic, high-performing Xiaohongshu content aligned with brand storytelling objectives
- Support content calendars and publishing strategies to maximise visibility and engagement
About You
- Minimum of 5 years’ experience in marketing communications, influencer marketing, or community management, with strong experience in Xiaohongshu
- Proven track record in managing Xiaohongshu KOL/KOC campaigns, including influencer seeding and content optimisation
- Deep understanding of Xiaohongshu’s ecosystem, including content trends, algorithm, and user behaviour
- Experience in hospitality, travel, or lifestyle sectors is highly preferred
- Strong content sensibility with an eye for lifestyle storytelling tailored to Chinese digital audiences
- Fluent in English, Mandarin and Cantonese
- Highly organised, detail-oriented, and proactive, with the ability to manage multiple campaigns simultaneously
- Bachelor’s degree or above in Marketing, Communications, Public Relations, or a related discipline
- A collaborative team player with strong communication and stakeholder management skills
- Comfortable working in a fast-paced environment with a strong focus on execution and results
Why Join Us
- A workplace that values your passion and supports self-realization and personal growth.
- Structured learning and development pathways with real opportunities to advance your professional craft and leadership skills.
- Competitive benefits, recognition programs, and colleague stay/travel perks that reward your contribution and dedication.
- Teams that promote inclusion and respect, value diversity, and foster a secure environment where everyone can thrive
We appreciate your interest in joining us. Please note that only successful candidates will be contacted.
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