Publicity Manager (China PR focus)

Hong Kong Disneyland Resort is seeking an experienced and creativePublicity Managerto drive strategic publicity initiatives with a strong focus on theMainland China market. This role is responsible for developing trenddriven social and publicity strategies, managing crossmarket campaigns, and elevating HKDL's brand relevance across the GBA and broader China regions. The ideal candidate is highly attuned to China socialand mediatrends, understands platform ecosystems such asXiaohongshu (RED), Douyin, WeChat, and Weibo, and can translate insights into compelling storytelling that supports both commercial and communication objectives.

Responsibilities

• Shape and execute impactful publicity strategies that strengthen brand equity and meet communication and business goals.
• Develop Chinafocused socialand mediacampaign strategies using nonpaid influencers, platformnative storytelling, and trenddriven content to boost engagement.
• Lead endtoend campaign and event delivery, collaborating with internal teams, agencies, media,influencers and celebritiesand KOLsfor seamless execution.
• Monitor China social platforms and continuously refine KPIs to optimize performance and future strategy planning.
• Provide clear leadership across crossfunctional initiatives, ensuring alignment and successful campaign outcomes.
• Manage budgets for PR and social initiatives and ensure strong ROI.

Requirements

• University degree in communications, journalism, translation, marketingor a related field.
• 7-8 years of experience inSocial Commerce, Public Relations, or Communications, while candidates with less experience may be considered for Associate Manager.
• Strong understanding ofMainland China social media trends, content formats, and influencer ecosystems.
• Handson experience withRED (Xiaohongshu), Douyin, WeChat, Weibo, and other major China platforms.
• Proven track record in developing Chinamarket publicity or social campaign strategies.
• Excellent stakeholder engagement and project leadership skills, with experience working across multiple teams.
• Strongcommand ofEnglish, withCantonese and Mandarinhighly valued.
• Experience partnering with PR agencies and working in multinational organizations is an advantage.

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