蚂蚁金服Ant International-Global Brand and Content Manager-万里汇WorldFirst
任职要求
● Strong understanding of brand management principles and content marketing strategies ● Excellent English writing and editing skills with a keen eye for detail ● Proficiency in content management systems (CMS) and social media platforms ● Digital marketing knowledge including SEO best practices ● Creative thinking and ability to generate engaging content ideas ● Strong analytical skills to measure content performance and make data-driven decisions ● Excellent communication and collaboration skills to work effectively with cross-functional teams
工作职责
We are seeking a professional Brand and Content Manager to join our global marketing team in Shanghai, China. This individual will be responsible for developing and executing a content strategy that aligns with WorldFirst's brand identity, ensuring all content produced across various channels consistently reflects the brand's voice, values, and messaging, while also managing the creation and distribution of that content to engage the target audience and achieve marketing goals. ● Content Strategy and Planning: Develop and execute a comprehensive message house and content calendar aligned with marketing objectives and brand strategy. Identify target audiences and tailor content to their needs and interests. Research and analyze industry trends to inform content strategy. ● Content Creation and Management: Generate engaging content across various formats including brand content, product content, tutorials, customer stories, etc to communicate brand messages. ● Content calendar management: Planning and scheduling content releases across different platforms to maximize reach and engagement. ● Content optimization: Ensuring content is optimized for search engines (SEO) and relevant to the target audience. ● Collaboration with cross-functional teams: Working closely with social, KOL, paid, website, and PR to integrate brand messaging across all initiatives, and maximize the value of content created. ● Performance analysis and reporting: Tracking key metrics like website traffic, social media engagement, and lead generation to measure the effectiveness of content strategies.
1. This role focuses on developing and executing integrated marketing projects to drive brand awareness and acquisition. He/ she will be part of the Emerging Markets Commercial team based in Kuala Lumpur. Being a global team, he/she will have opportunities to collaborate with global and local marketing agencies and WorldFirst internal marketing teams across Australia, SEA, China and UK. 2. Marketing strategy & budgeting – Drive emerging markets acquisitions with the objective of growing the business and lowering the cost per acquisition. 3. Online marketing – Partner with our central marketing team to enhance our WorldFirst Emerging Markets website and optimize SEO/SEM results to target the correct client profile. 4. Partnership marketing & events – Drive field marketing activities across Emerging Markets, support sales and partnership team to build ecosystem partners, develop and run lead generation campaigns and events. 5. Social/ Influencers – Identify and manage agencies to drive KOL-led campaigns; Ideate and execute new ambassador programs and campaigns to build KOL relationships (eg. client-based KOLs or external KOLs). 6. Content- Contribute and build content strategy to drive Emerging Markets localized content (eg. Customer case studies, client testimonies, blog content, co-partnership content, social media content across owned, earned and paid channels) 7. CRM – Send out daily market updates emailers; support the Commercial team in reviewing email journeys to optimize conversions down the funnel
1. Drive WorldFirst's organic growth KPIs, working closely with development, content, and marketing teams to fully capitalize on growth possibilities. 2. Proven hands-on SEO experience with a solid methodology in core areas, including site audit, competitor benchmarking campaign, facilitating technical implementation with engineers, organic content expansion roadmap, link acquisition techniques, etc. 3. Optimize websites for efficient crawling and indexing, while improving Core Web Vitals to elevate organic search performance. 4. Evaluate content performance to pinpoint underperforming areas and double down on content production that speaks to the right customer profile. 5. Strengthen the global backlink profile to significantly boost the website's overall domain authority. 6. Help position our brand as a market leader in the financial services and technology industry through actionable, forward-thinking SEO strategies. 7. Develop and execute scalable international SEO frameworks for multilingual and multi-regional websites, including hreflang tagging, regional keyword strategies, localization workflows, and geo-targeting tactics. 8. Collaborate across content, web, product, and regional marketing teams to ensure our global assets are search-optimized, culturally resonant, and aligned with local search intent and behavior. 9. Reinforce our approach to conversion rate optimization, ensuring ongoing monitoring and optimization of monetization opportunities. 10. Adept at using tools/platforms to track, monitor, and report on SEO outcomes, with a data-driven mindset to identify gaps and growth opportunities worth investing in. 11. Able to bridge communication between internal teams and external stakeholders to foster alignment and coordination on SEO initiatives. 12. Advice cross-functional teams and stakeholders on SEO best practices and emerging trends.
This role is part of a Global Brand & Marketing team, and reports directly to the Head of Emfi & Brand Marketing. As brand manager for Ant International’s Flagship brands, s/he is responsible for defining, shaping and activating the brand to deepen customer connection, drive brand equity and deliver long term business impact. As the brand voice, custodian and advocate, s/he will drive how the Flagship brands show up and continues to grow meaningfully in today’s fast paced and evolving marketplace, and what each Flagship brand stands for in the hearts and minds of our customers Key Roles and Responsibilities 1. Brand Strategy and Purpose • Guard and evolve Flagship brand’s purpose and identity, aligned with business goals and those of its parent company • Develop Brand Message House in collaboration with PR, and set annual brand focus / key messages for consistent application across all channels • Lead brand messaging across platforms, including: - LinkedIn (with PR) - Brand Content Calendar: Develop and maintain a consistent narrative in external communications - Website: Provide and maintain brand content in alignment to brand purpose and key messages 2. Brand Advocacy, Governance and Intelligence • Align cross-functional teams around brand strategy and tone, including communications, product marketing, PR and local market teams where applicable • Own and maintain the Brand Guide, working with internal and external stakeholders and teams to execute and ensure visual and verbal brand consistency across all markets and touchpoints • Lead development and execution of brand performance trackers, measurement tools in collaboration with cross functional teams, to evaluate brand’s contribution as well as identify and act on opportunities that strengthen brand equity and parent company’s value • Manage, develop and/or contribute to award submissions • Internal communications and brand training to introduce and incorporate brand messages for staff engagement, talent attraction, culture building, and brand immersion • Performance monitoring 3. Brand Go-to-Market Activation, Execution and Management • Identify and lead brand activation opportunities aligned with brand purpose and business prioritised markets to enable business goals in prospecting, acquisition and utilisation • Develop and execute integrated communications strategies and go to market plans for prioritised markets that deliver the brand’s positioning, identity and narrative across key campaigns, touch points and assets like brand video • Manage and provide overview of brand touchpoints and campaigns, its performance, and overall budget • Lead and manage brand applications such as events, sponsorships • Work collaborative with the larger brand & marketing teams to leverage their communications to maximise brand understanding recognition, recall and appreciation
• Market Ownership: Serve as the primary owner for a Supercell title's China business performance, balancing commercial success with long-term product health. Drive sustainable growth by optimizing key metrics (e.g. Retention, Engagement, Revenue etc.) while ensuring alignment with the game's core vision and player experience. Market Ownership • Cross-Team Interface: Act as the main liaison between Supercell’s Helsinki-based game team and the China Publishing Partner to ensure tight alignment on goals, roadmaps, and execution. Cross-Team Interface • Strategic Collaboration: Shape and implement market strategies / back to back IP Collaborations tailored or relevant to China’s unique mobile gaming landscape, with a strong understanding of local player behavior, regulatory constraints, and competitive dynamics. Strategic Collaboration • Localization Oversight: Coordinate and monitor the development of culturally adapted content, ensuring marketing campaigns and live operations maintain quality standards through close collaboration with creative and localization teams. Localization Oversight • Publishing Execution: Oversee publishing enhancements specific to China—such as payments, pricing, community engagement, customer support, and esports—and ensure these align with player expectations and global standards. Publishing Execution • Feedback Loop: Ensure Chinese player feedback and sentiment are gathered, analyzed, and integrated into product and content planning processes in Helsinki. Feedback Loop • Performance Reporting: Drive the weekly, monthly, and quarterly China business review processes, providing clear visibility on KPIs, trends, and areas for optimization. Performance Reporting • Market Intelligence: Track and analyze local market and genre trends to inform strategy and product positioning. Market Intelligence • Player-Centric Communication Strategy: Spearhead the unified approach to ensure cohesive messaging of a player-focused communication and engagement strategy that bridges PR, Compliance, Community Management, and Branding efforts. Ensure all external communications enhance player experience while adhering to both global brand values and local regulatory frameworks. Player-Centric Communication Strategy