View Vacancy - HK - DIT China and Hong Kong Marketing Campaign (Digital) C4

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Department for International Trade roles (DIT)
Department for International Trade (DIT)

Main purpose of job:

This is a challenging role for an experienced and resourceful Marketing Campaign Manager (Digital) to be part of a team of marketing and communication professionals based in China and Hong Kong. Using GREAT collateral developed by head-quarters, augmented by that which you develop yourself, you will be responsible for delivering  strategic marketing campaigns using digital solutions that will help to advance the ambitions articulated in the Department for International Trade (DIT) Regional Trade Plan for the region, which are:

Objective 1 - Driving and inspiring UK exports to China, significantly increasing the UK market share of China's goods imports, and more than double the value of UK services exports.

Objective 2 Consistent trade policy engagement with China to achieve incremental market access, mitigate business risk and prepare for future trade deals

Objective 3 - Broadening and deepening the UK-China investment partnership, positioning the UK as the top European destination for Chinese investment and providing strong support for UK investors.

The Department for International Trade (DIT) was established by the Prime Minister in July 2016 to integrate and elevate the Trade agenda; help secure a better deal for the UK as it negotiates a successful exit from the EU; and,  establish new relationships with other countries around the globe. DIT promotes British trade across the world and ensures the UK takes advantage of the huge opportunities open to us, securing and improving the economic well-being and stability of the UK, and helping to create tens of thousands of jobs every year.

Led by Her Majesty’s Trade Commissioner for China and Hong Kong we are one of nine global regions and part of an overseas network that operates in 108 countries. The largest DIT overseas network in the world, with 200 staff across six posts - the British Embassy in Beijing, plus Consulates in Hong Kong, Shanghai, Guangzhou, Chongqing and Wuhan – DIT, as part of the One HMG network in China and Hong Kong, offers a fast-paced place to work at the heart of UK: China Government relations.

 

Detail

We are seeking a first rate Marketing Campaign Manager (Digital) who will bring to life the DIT spirit by being ‘Expert, Engaging, Enterprising and Inclusive’ and who will have a rich depth of digital media skills and marketing experience. Experience from working across large organisations with complex hierarchies and having a keen interest in the challenges and opportunities available to the UK as we prepare to leave the European Union will be an advantage; plus having a real interest in working in a fast paced government environment.

You will be an able and agile communicator who is both comfortable and proactive in building and developing relationships with senior stakeholders in China and Hong Kong, and in the UK. Responsible  for the design and delivery of strategic campaigns you will utilise existing GREAT collateral as well as creating new content to support the campaign’s propositions, and presenting these messages in a way that will impact positively on decision-makers in China.  In addition to GREAT Invest and Export campaigns you will focus on China specific strategic campaigns to promote UK commercial strengths in areas such as the four grand challenges articulated in Industrial strategy, promote City of London as global finance Hub; and market the ‘Year of Food and Drink.’

Trade and Investment Marketing Campaigns 50%: Responsible for design and delivery of a series of strategic trade and investment campaigns in support of the Regional Trade Plan delivery ambitions, you will:

  • Design and deliver cross cutting strategic trade and investment marketing campaign messages that best position UK commercial strengths in trade and investment and positively influence the behaviours, thinking and perceptions of the Chinese government, businesses and consumer audiences alike.
  • Be proactive in developing your understanding of strategic imperatives such as the UK’s Industrial Strategy (IS) and China’s Belt and Road Initiative (BRI) and you will conceptualise, design, deliver and implement marketing campaigns that positively position the UK apart from competitor nations.
  • Maximise the use of existing GREAT collateral and promotional materials in developing tailored and new solutions that will both stimulate and disrupt the existing market to UK commercial strengths.
  • Flex across a number of strategic trade and investment campaigns dependent on what the strategic .political imperatives may be at the time, maintaining GREAT brand awareness and appropriate usage
  • Be ambitious and wide reaching in terms of the evaluations and ROI criteria that you will use and embed as best working practices to demonstrate the key behavioural and attitudinal shifts required.

Media, Digital and Channel Marketing 15%: Pro actively utilise and promote digital and media channels by:

  • Using your digital media skills to drive our social media planning and leverage digital channels, including new Chinese media platforms; exisiting and future Hong Kong channels and/or international channels.
  • Developing and commissioning digital collateral from the UK and China as well as identifying on line channels, key opinion leaders (KOL’s) and strategic multipliers to engage with in order to amplify and cascade messages that will reach and influence wider target audiences in China and Hong Kong.
  • Developing, maintaining and sharing a network of digital media contacts in order to gain strong exposure and positive coverage across multiple media favoured by target audiences, working collaboratively with the One HMG media team, including promoting interviews.
  • Systematically promote and share on line marketing collateral that is available and is being developed to inspire DIT team members in the China and Hong Kong region as well as One HMG colleagues across the China network and ensure that they are aware of collateral available for use.
  • Identifying opportunities to publicise activity and engage with media, providing strategic media advice to teams on how to do this. Working with the Marketing Events manager, leverage events and visits by senior people from the UK for maximum media and B2B impact. Work with Media team to help manage media preparations and logistics of visiting Government officials and business leaders.
  • Maximise use of social media such as WeChat in China and Twitter in the UK to amplify messages.

Communications, Engagement and Relationship Management 15%:

  • Proactively engage with trade and investment, and trade policy, colleagues in China, Hong Kong, the DIT regional hub and with the Marketing and Communications team in the UK to ensure depth of understanding of their key commercial messages; the behaviour shifts they want to encourage; the levels of influencing required, by what channel and to which target audiences they want to target.
  • Build relationships across the One HMG Communications network to maximise effectiveness and efficiencies, identifying opportunities to collaborate and maximise trade and investment messaging.
  • Be selective and judiciously review and refine the use of external agencies (e.g. PR agencies commissioned for specific projects) to secure maximum ROI and the delivery a quality service.

Resource and Financial Accountability 10%:  

  • Proactively identify sponsorship acquisition and income generation opportunities as standard; developing contacts, leads by promoting One HMG and DIT commercial objectives and the associated benefits to prospective sponsor organisations and make referrals to Programme Manager to progress.
  • Ensure robust procurement and contract management is in place for any additional services required in executing strategic marketing campaigns across the China and Hong Kong network.
  • Be enterprising and creative in identifying cost neutral and innovative solutions for executing trade and investment marketing campaigns, or parts of campaigns.

Corporate Contribution 10% - Play an active role in embedding the  ‘DIT Spirit’ by identifying and progressing opportunities to promote the department’s values of being Expert, Engaged, Enterprising and Inclusive

  • Solid marketing and communications experience with a particular focus on Digital skills
  • Fluent in English, both written and spoken
  • Excellent working knowledge of basic Microsoft office software (Word, Excel, Outlook, PowerPoint).
  • Fluency in Mandarin Chinese, both written and spoken
27 June 2018
Higher Executive Officer (HEO)
Permanent
41
Asia Pacific
Hong Kong SAR
Hong Kong SAR
British Consulate General
1
HKD
43,477
1 June 2018
Foreign and Commonwealth Office (FCO) Diplomatic Academy courses and workshops will be available, as well as more tailored on the job training, job shadowing and briefing to help the job holder quickly develop knowledge of the essential policy issues.

All applications must be received before 23:55 on 27 June 2018

Incomplete application forms will not be taken into consideration, so please ensure you provide the information requested. We regret to advise that we will only be contacting short-listed candidates. Applicants called for an interview will be assessed on the core competencies listed above.

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This opportunity is closed to applications.