Assistant Manager / Manager, Public Relations

Bowtie Life Insurance Company; Hong Kong; On-site; HKD 260,000 - 380,000; Full time

Benefits offered by this job

Competitive package

Flexible work arrangement

Medical/dental coverage and wellness

Employee discounts

Startup culture

Weekly sharing sessions

Professional Development Sponsorship

Job summary

Bowtie is Hong Kong's first virtual insurer, a challenger brand striving to earn headlines. As the dedicated owner of Bowtie's earned media, you will shift from reactive to proactive storytelling, building data-led narratives and making Bowtie a go-to source for Tier-1 journalists.

You will own corporate PR end to end—narrative strategy, media relations, press releases, executive positioning, and crisis readiness—working with the Brand Lead to turn our hero products into compelling stories for

Qualifications

• 8+ years of PR experience in-house or at an agency.
• Proven record of earning Tier-1 coverage in Hong Kong without paid media.
• Strong narrative skills to distill brand and product messages into timely angles.
• Comfortable working with data and turning complex information into thought leadership.
• Experience with executive positioning programmes and crisis communications.
• Excellent written and spoken Cantonese and English, with ability to draft high-quality press materials in both. Written Traditional Chinese is essential.

Responsibilities

• Own Bowtie's corporate PR end to end: narrative strategy, media relations, press releases, executive positioning, and crisis readiness.
• Work with Brand Lead to turn service pillar and hero products into stories mainstream media wants to run.
• Find PR-worthy angles and time launches to maximize impact.
• Build and nurture relationships with Tier-1 journalists and editors in HK mainstream, business and lifestyle media.
• Gather internal and external data into regular, authoritative insight pieces for media features.
• Set up rapid-response protocols and crisis templates to protect brand safety.

Skills

PR leadership

Tier-1 media relations

Narrative storytelling

Data-driven insights

Job description

• Proactive Narrative & Tier-1 Coverage


• Written Traditional Chinese is essential


• Build and nurture relationships

Role Summary

Bowtie is Hong Kong's first virtual insurer, and we're a challenger brand. We can't buy our way into headlines, so we have to earn them. Right now our earned media is reactive: we respond to what comes in instead of shaping the story ourselves.

You'll change that. As the dedicated owner of Bowtie's earned media, you'll take our PR from reactive to proactive: building data-led narratives, helping our leaders become go-to industry voices, and making Bowtie a brand that Tier-1 journalists come to for a sharp, credible view.

If you'd rather build a newsroom-worthy story from scratch than distribute someone else's press release, this is that role.

About The Role

You'll own Bowtie's corporate PR end to end: narrative strategy, media relations, press releases, executive positioning, and crisis readiness. You'll work closely with the Brand Lead to turn our service pillar and hero products into stories mainstream media wants to run.

Your Key Responsibilities Include

• Proactive Narrative & Tier-1 Coverage


• Find PR-worthy angles in our hero products, service pillar and brand direction, and time launches to the right news moments for the biggest impact.


• Build and nurture relationships with Tier-1 journalists and editors across Hong Kong mainstream, business and lifestyle media.


• Secure 5+ Tier-1 media placements per quarter within your first 6 months.


• Data-Led Thought Leadership


• Gather and combine internal and external data into regular, authoritative insight pieces and reports that mainstream media want to feature.


• Watch the daily news cycle and industry trends, and move quickly to add Bowtie's point of view to emerging conversations.


• Executive Positioning


• Build and run an ongoing positioning programme for senior leadership so they become go-to industry experts.


• Generate inbound media interest and secure at least 2 executive interviews per quarter within your first 6 months.


• Press Releases & Corporate Announcements


• Keep a steady pipeline of press releases for key happenings roadmap (product launches, key hires, partnerships and financial achievements), with consistent distribution across major wires and outlets.


• Crisis & Reputation Management


• Set up a rapid-response protocol and risk-mitigation framework, including pre-approved crisis templates and media sentiment monitoring.


• Protect brand reputation, keeping it accurate and safe, even when moving fast.


• Measuring Impact


• Track and report on PR performance, aiming for a 10% lift in organic search traffic and social media mentions after major PR campaigns within 9 months.

Experience & Skills

• 8+ years of PR experience in-house or at an agency, ideally in financial services, insurance, fintech or another regulated industry.


• A proven record of earning Tier-1 coverage in Hong Kong without paid media, especially for a challenger or emerging brand.


• Strong narrative skills: you can distil a brand and product message into timely, pitch-ready angles.


• Comfortable working with data and turning complex information into clear, compelling thought leadership.


• Experience with executive positioning programmes and crisis communications.


• Excellent written and spoken Cantonese and English, with the ability to draft high-quality press materials in both. Written Traditional Chinese is essential.

The Person

• Agile and proactive: you spot a closing media window and act before the moment passes.


• Challenger mindset: resourceful and persuasive, you enjoy punching above your weight against much larger players and rely on hustle and sharp points of view rather than ad spend.


• Adaptable and resilient: you prioritise well and juggle multiple priorities in a fast-paced, resource-conscious startup.


• Accountable and detail-oriented: you take real ownership, and you never trade accuracy or brand safety for speed.

We Offer

Apart from a great career path and an opportunity to do good and do well, we also offer:

• Competitive package


• Flexible work arrangement


• Benefits include medical/ dental coverage and wellness programs


• Employee discounts


• Fun, co-operative, and flexible startup culture


• Weekly sharing sessions and regular social gatherings


• Excellent learning opportunities with Professional Development Sponsorship

About Bowtie

We are the first licensed virtual insurer (虛擬保險公司) in Hong Kong.

We believe that insurance is fundamentally good, and we are here to bring the good back through our passionate, innovative, and customer-centric team.

By combining our deep domain expertise and our own proprietary modern technology, we are building one of the most iconic, category-defining health insurance companies in Asia.

We take pride in moving fast all the time and our track record in moving ahead in the game. Our digital insurance platform is also ranked #2 in the world in Sia Partners' 2023 report.

As we grow, we're always looking for highly dynamic, hands-on, and passionate talent to join our team. If you are looking for a rewarding career where you will grow together with strong talents from different backgrounds and build products and services that bring a positive impact on the lives of millions of people in Hong Kong / Asia,

We are an equal-opportunity employer. We do not discriminate on the basis of race, sex, disability, or family status in the employment process.