Mission
Lead HK marketing strategy and execution to strengthen demand and commercial performance. The immediate priority is rebuilding confidence in genuine CASETiFY through credible evidence, earned media, social engagement and sustained local relationships. Personally execute the core work and build repeatable ways of operating.
Core responsibilities
Own the local marketing plan. Prioritise audiences, launches, activity and approved spending. Build one calendar across PR, social, partnerships and channel-facing marketing. Identify customer objections and product, service or value gaps requiring functional action.
Deliver credible brand and PR work personally. Turn substantiated Product/Quality and CS facts into useful stories. Write pitches, brief reviewers and manage media relationships. Challenge unsupported claims and select relevant authoritative voices, not just large audiences.
Own local social communications. Set the voice, response rules and escalation process; write or review important replies; track CS handoffs and public follow-through. Build useful proactive content rather than a calendar dominated by promotions.
Build partnerships and channel activation. Develop sustained artist/community work and communicate verified outcomes honestly. Brief e-commerce, Retail and CRM teams on local marketing needs. Retain existing colab, commercial and operational approval gates.
Demonstrate outcomes and control cost. Test confidence, conversion, repeat and contribution with Data, Growth, channels and Finance. Make budget and scale/hold/stop recommendations; distinguish customer/commercial progress from coverage and activity volume.
Build a lean team and system. Direct assigned support, document evidence and relationships, and establish coverage and follow-up. Use approved AI tools to improve preparation and administration while retaining accountability for accuracy, privacy and publication.
Experience and attributes
Demonstrated local consumer-marketing ownership plus hands-on brand/PR, media and social work.
Strong English and locally appropriate Traditional Chinese/Cantonese writing; credible HK relationships; commercial/budget judgement; and evidence of repeatable execution rather than added layers.