• Content Creation: Stays up to date with the latest social media trends and adopts new social media practices as appropriate, crafting impactful messaging and storytelling for digital and social media content, with the ability to adapt tone for target audience across B2C and B2B channels
• Social Media Management: Content publishing, platform management and paid social campaign implementation for social media platforms, including Facebook, Instagram, LinkedIn, YouTube and Threads.  (WeChat, RED and Weibo are a plus)
• Analytics & Optimisation: Ensure optimal delivery and performance of campaigns and derive insights from data for optimisation
• Account & Project Management: Serve as key day-to-day client contact, assist in developing client timelines and manage expectations
• Influencer & Industry Network: Develop strong relationships with lifestyle influencers, negotiating partnerships with them on behalf of clients and the agency, as well as building and maintaining relationships with contacts at social media platforms to explore sponsorship and partnership opportunities
• New Business Development: Assist with new client pitches, including research, proposal development and presentations
• Research & Insights: Monitor news and trends for clients and their competitors using media monitoring and social listening tools
• Collaboration: Collaborate with content and creative team to craft engaging content
• Reporting: Lead the monitoring, analysis and reporting for clients, track outcomes against KPIs and competitors, and drive results

• Implement creative, strategic PR programs that compel consumers to action, driving strong earned coverage and meaningful business results.
• Develop high-quality media materials including pitch letters, press releases, fact sheets, and bios, that capture attention and support compelling storytelling.
• Build and maintain relationships with editors, reporters, and producers to proactively pitch and secure placements across consumer media.
• Leverage traditional earned tactics as well as digital/emerging technologies to enhance PR programming
• Contribute to delivering programs on time and on budget, ensuring consistency, quality, and clear communication across all workstreams.
• Conduct traditional and social media monitoring; synthesize findings into client-ready reports and actionable insights.
• Participate in regular internal and client meetings; prepare supporting materials such as agendas, trackers, timelines, and recaps to ensure efficient collaboration.
• Manage daily assignments to meet deadlines and maintain high-quality standards.
• Support client budget tracking and billing
• Support campaign measurement and reporting
• Monitoring and analysis of media, cultural, and industry trends to inform client counsel and team development

- Led, planned and strategized English content development at K11 MUSEA and K11 Art Mall on web, app and social media front, building brand image through engaging storytelling and targeted user-centric messaging 

- Ideated, shot and edited social media content for K11 MUSEA 

- Oversaw 500+ on-/offline consumer-facing content publications to grow and enhance brand image of over 10 New World Group business units, including K11 MUSEA, K11 Art Mall, 11 SKIES, Humansa, State Theatre, and more 

- Planned, developed, and composed creative, engaging copy for 1,000+ brands, from art & culture, entertainment, lifestyle, retail, in addition to cross-selling CRM campaigns, artist collaborations, branding, and more 

- Managed and strategized content to build brand stickiness and top-of-mind awareness across online and offline channels, including app pushes, eDMs, digital excitements, print materials, interactive digital screens, and more

- Led, planned and strategized English and Chinese content development on Meta and Instagram 

- Ideated, shot and edited social media content 

- Developed monthly measurement reports for social media analytics 

- Created and managed paid social media campaigns using Meta Business Suite to promote video content and drive audience engagement

• Did voiceovers for animated breaking news videos in 2018
• Wrote articles on 2019 protest demonstrations in Toronto