Job Description
Job Description
Overview
The Social Media & Digital Engagement Manager will lead the Bank’s enterprise social media strategy, governance, content, creator partnerships, and engagement across English and Chinese-language platforms. This strategic, hands-on leader will use owned and external channels to strengthen brand equity, customer relationships, executive visibility, and business growth.
The role will manage a social media team and collaborate with Brand Marketing, Public Relations, Media & Advertising, Business Lines, Legal, Compliance, Risk Management, and Executive Leadership. English and Mandarin Chinese bilingual proficiency is highly desirable.
Responsibilities
Social Media Strategy & Leadership
- Develop and execute an enterprise social media strategy across English and Chinese-language platforms, with clear channel priorities, governance, performance goals, and alignment to brand and business objectives.
- Lead key platforms, including LinkedIn, Instagram, Facebook, WeChat, RedNote, and emerging channels, with culturally relevant and consistent content.
- Develop the social media team and manage agency and vendor partners while building audience engagement, affinity, and customer relationships.
Brand Storytelling & Content Strategy
- Lead content planning and editorial strategy across social channels, ensuring alignment with the Bank’s brand voice, values, and priorities.
- Develop content that highlights expertise, customer impact, community involvement, sponsorships, culture, and thought leadership.
- Build and manage a creator strategy aligned with the Bank’s brand, audiences, and business objectives to extend campaign reach, strengthen credibility, and support customer acquisition and conversion.
Executive Visibility & Thought Leadership
- Amplify executive perspectives, company achievements, business initiatives, community engagement, and corporate milestones to strengthen thought leadership across social platforms.
Reputation Management
- Monitor conversations, sentiment, reputation, risks, and opportunities across social channels.
- Develop response and escalation protocols with Corporate Communications, Legal, Compliance, and Risk Management.
Revenue Support & Demand Generation
- Partner with business line and media teams to align organic and paid social efforts that support awareness, consideration, customer growth, and campaign performance.
Employee Advocacy & Social Governance
- Establish social media policies, governance, and employee education covering brand standards, regulatory requirements, and appropriate practices.
- Partner with Enterprise Risk Management, Compliance, Legal, Human Resources, and Public Relations to mitigate reputational and regulatory risk.
Analytics & Performance Optimization
- Define KPIs and monitor audience growth, engagement, sentiment, share of voice, reputation, and business performance.
- Provide executive insights and use performance trends to optimize content, channels, and engagement.
Qualifications
Required
- Bachelor's degree in Marketing, Communications, Journalism, Public Relations, Business, or related field.
- 10+ years of progressive experience in social media, digital or brand marketing, corporate communications, or related disciplines, including 3+ years of people leadership.
- Demonstrated success building enterprise social strategies and executive thought leadership programs.
- Strong knowledge of social platforms, content strategy, audience engagement, analytics, and reputation management.
- Exceptional communication, presentation, analytical, strategic planning, and cross-functional collaboration skills.
- Experience in a highly regulated industry, preferably financial services.
Preferred
- Bilingual in English and Chinese (Mandarin preferred).
- Experience managing WeChat, RedNote, and multicultural marketing initiatives.
- Experience within banking, financial services, wealth management, fintech, or related industries.
- Experience with social listening and social media management platforms such as Sprinklr, Brand watch, Meltwater, Sprout Social, or similar tools.
- Experience managing agency partners and external vendors, with preference for candidates who have worked at a creator agency, talent or creator management firm, social platform, or brand-side influencer marketing program.
Applicants must have legal authorization to work in the United States. We do not offer visa sponsorship at this time.