Overview
Vice President / Assistant Vice President – Marketing Jobs in Shenzhen, Guangdong, China at Regal Hotels International
Role Overview
The VP/AVP – Marketing is the strategic leader responsible for driving revenue growth through integrated marketing, digital performance, eCommerce distribution, and corporate communications. This role is tasked with unifying the customer journey from brand awareness on Chinese social platforms to direct booking conversion on the hotel website.
The ideal candidate is a hybrid: part brand storyteller for hospitality, part performance marketer, and an expert in the unique digital walled gardens of China.
Job Responsibilities:
1. Strategic Leadership & Brand Management
- Develop and execute a unified marketing strategy for properties in Hong Kong and China, ensuring brand positioning resonates locally while maintaining global standards.
- Lead the annual marketing planning cycle, allocating budgets between brand building (ATL) and performance marketing (BTL) based on ROI.
- Manage brand reputation across both markets, navigating the different crisis communication protocols in Hong Kong vs Mainland China.
2. Digital Marketing & Performance
- Chinese Ecosystems: Lead strategy for WeChat (Mini Programs & OA), Xiaohongshu (Little Red Book), Douyin (TikTok) KOL seeding, and Baidu SEM.
- Global Platforms: Oversee Google Ads, Meta (Facebook/IG) for Hong Kong audience, and OTAs (Trip.com, Agoda, Meituan).
- SEO/ASO: Optimize for both Baidu and Google; manage app store optimization for hotel booking apps.
- MarTech: Implement CRM segmentation and automation (e.g., WeChat CRM, CDP platforms) to drive repeat stays.
3. eCommerce & Revenue Driving
- Maximize direct channel share (Brand .com, WeChat Store, Mini Program) to reduce OTA dependency.
- Lead conversion rate optimization (CRO) for booking engines, focusing on China-specific payment gateways (WeChat Pay, Alipay) and user flows.
- Partner with Revenue Management to execute dynamic promotional calendars (e.g., 11.11, 618, Golden Week campaigns).
4. Hotel Communications (PR & Internal)
- Lead corporate and property-level PR strategy for Hong Kong and China, managing agencies for media placements (小红书博主, 抖音达人).
- Oversee internal communications to ensure hotel General Managers and operations teams are aligned with marketing campaigns.
- Manage crisis communications for cross-border incidents (e.g., negative review escalation from Chinese social media to HK press).
5. Team Leadership & Agency Management
- Lead a matrix team of: Digital Managers (China/HK), eCommerce Specialists, Content Creators, and PR agencies.
- Manage external vendors: creative agencies, media buyers, SEO consultants, and OTA account managers.
Job Specifications:
- 10+ years in marketing for Hospitality, Luxury Retail, or Travel Tech, with at least 4 years in a leadership role
- Proven track record of driving direct bookings via WeChat Ecosystem (Mini Programs) and Xiaohongshu
- Deep understanding of Chinese data privacy laws (PIPL) vs HK PDPO
- Fluency in English and Mandarin (written & spoken), with Cantonese as preferred
We offer attractive remuneration package to the right candidate. Please click “Apply” to submit your full resume to the Human Resources Department.
Title: Vice President / Assistant Vice President – Marketing
Company: Regal Hotels International
Location: Shenzhen, Guangdong, China
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