1. Public Account Operation & Management

 Develop and implement a comprehensive content strategy for brand public accounts (including but not limited to WeChat Official Account, Xiaohongshu, Weibo, etc.) aligned with brand positioning and target audience needs.

  Oversee end-to-end content execution: plan editorial calendars, create/guide the creation of high-quality content (articles, graphics, short videos, infographics, etc.), and ensure timely publishing.

  Optimize content performance by analyzing key metrics (read rate, like/share/comment rate, follower growth rate, conversion rate) and conducting A/B testing for content formats, topics, and posting times.

  Manage audience interactions: respond to comments/messages promptly, collect user feedback, and develop initiatives to boost audience loyalty and participation (e.g., online events, user-generated content campaigns).

2 Public Relations (PR) Strategy & Execution

 Develop and execute PR strategies to enhance brand reputation, including media relations, press release distribution, media interviews, and industry event participation.

 Build and maintain long-term relationships with key media outlets (industry publications, mainstream media, KOLs/KOCs), and coordinate media resources to secure positive brand coverage.

 Monitor brand-related media mentions and public sentiment; proactively address potential PR risks or crises, and develop contingency plans to mitigate negative impacts.

 Collaborate with legal and compliance teams to ensure all PR materials and communications adhere to regulatory requirements and brand guidelines.

3 Content creation and management

 Ensure the digital content is aligned with brand messaging, catch the social trend and best practices on traffic driven

 Oversee the creation and optimization of digital content inducing social media video, copies and re-edit video plan.

 Collaborate with internal teams and external agencies to develop compelling content that resonate with the target audience

 implement A/B testing, multivariate testing, and other optimization techniques to improve performance and effectiveness

4 Brand Communication Campaigns

 Plan and execute integrated brand communication campaigns (e.g., product launches, brand anniversaries, social impact initiatives) that combine public account promotion and PR efforts to maximize reach and impact.

 Coordinate with internal teams (marketing, product, sales, design) and external partners (PR agencies, content creators, media) to ensure seamless campaign execution and consistent brand messaging.

 Track campaign performance against predefined KPIs (brand awareness, media exposure, audience engagement, PR coverage volume) and prepare post-campaign reports with insights and recommendations for optimization.

5 Performance analysis and optimization

 Track and analyze key performance indicators (KPls) for campaigns including impression, conversion rates, engagement

 Monitor the consumer behavior change to improve communication development. Explore and find business growth opportunities from consumer data analysis.

 Prepare regular reports and presentations on performance, highlighting key metrics, insights, and recommendations for improvement.

 Budget/ROI management and KPI management.

• Bachelor’s degree in Communications, Public Relations, Journalism, Marketing, or a related field.

• 4+ years of professional experience in brand communication, with a strong focus on public account operation (WeChat, Xiaohongshu, etc.) and PR management; experience in the beauty, consumer goods, or premium lifestyle industry is preferred.

• Proven experience in developing and executing successful public account content strategies and PR campaigns that drive brand awareness, audience growth, and positive reputation.

• Excellent content creation and storytelling skills, with the ability to translate brand messages into engaging, audience-centric content across different platforms.

• Strong media relations skills: demonstrated ability to build and maintain relationships with media, secure positive coverage, and manage media inquiries effectively.

• Experience in developing and executing successful marketing strategies and campaigns.

• Excellent creative skills, with the ability to develop engaging content ideas and concepts.

• Proactive crisis management awareness: experience in identifying potential PR risks and developing/executing crisis response plans.

• Excellent communication, collaboration, and project management skills; ability to work under pressure, manage multiple tasks simultaneously, and meet tight deadlines.

• Fluency in both written and spoken English and Chinese; ability to communicate effectively with global and local stakeholders.