Digital Product Content Operation Specialist

Job Summary

The China Digital Platform Development Team is responsible for supporting the Club in developing China's digital strategy roadmap, building China customer base via the ecosystem formation and delivering the end-to-end digital experience for customers. The Digital Product Content Operation Specialist will report to Digital Operation Manager and will be responsible for executing the content strategy. This includes end-to-end content production and distribution across digital channels, utilizing differentiated content to build the brand and design the customer journey experience. 

Major Tasks

• Develop and execute a comprehensive content strategy within the Tencent ecosystem (APP, Mini-Program, and Tencent eco-systems) that aligns with the China Mainland brand vision and business objectives for the Chinese market.
• Lead the planning and production of high-quality PGC (Professionally Generated Content), including but not limited to articles, videos, infographics, and interactive media, to establish thought leadership and brand authority.
• Design and implement UGC (User-Generated Content) initiatives and campaigns to foster community engagement, aiming for a sustainable and impactful PGC/UGC mix with reasonable percentage
• Manage a multi-channel content distribution and publishing calendar, ensuring consistent messaging and optimal reach across all selected platforms within the ecosystem.
• Establish a robust data analysis framework to continuously monitor, measure, and report on content performance (KPIs: engagement, reach, conversion), using insights to drive content optimization and strategy refinement.
• Act as the central content coordination hub, collaborating with and integrating content from various business departments (Racing, F&B, Events, etc.) to ensure an unified and cohesive brand narrative.
• Ensure all content is deeply resonant with the local Chinese audience, reflecting a strong understanding of the organizational culture, brand heritage, and the unique characteristics of the mainland market

Experience

• A bachelor's degree or higher in Business Administration, Marketing, Communications, Economics, or related fields is required

• A minimum of 5-7 years of experience in content strategy, creation, and management, with a proven track record within the Chinese digital landscape, specifically the Tencent ecosystem.

• Demonstrated expertise in building and executing a content strategy from the ground up, including defining the PGC/UGC mix, managing a content calendar, and distributing across multiple channels.

• Strong portfolio showcasing successful PGC and UGC campaign management, with clear examples of data-driven optimization and performance improvement.

• Experience acting as a central coordinator, successfully collaborating with multiple stakeholders or business units to align and integrate content efforts.

• Deep understanding of Chinese digital consumer behavior, social media trends, and the nuances of creating content for a mainland audience, preferably within the luxury, lifestyle, or entertainment sectors.

• Content Management Systems (CMS): High proficiency in managing enterprise-level CMS and scheduling tools

• Data Analytics Platforms: Expertise in using native platform analytics (WeChat Analytics) and third-party tools to track content performance and user engagement.

• SEO/SEM Knowledge: Understanding of search engine optimization principles as they apply within Chinese platforms to enhance content discoverability.

• Project Management Tools: Proficiency with collaboration tools (Jira, Asana, Trello) for managing content calendars and cross-departmental workflows.

• Creative Suite Knowledge: Familiarity with design and video editing tools (Adobe Creative Suite, Canva, CapCut) to effectively brief and guide creative teams or vendors