General Manager, Marketing

Hong Kong Tourism Board; Hong Kong; On-site; HKD 1,800,000 - 2,400,000; Full time

Job summary

Hong Kong Tourism Board (HKTB) invites an exceptional marketing leader to serve as General Manager, Marketing. You will shape Hong Kong's global destination brand, lead integrated marketing initiatives, and foster strategic partnerships to position Hong Kong as a world-class travel destination.

The role demands 15+ years of relevant experience, including 5+ years in senior leadership. You will oversee a substantial marketing budget, drive digital engagement, and lead a high-performing team to

Qualifications

• University degree or above in Marketing, Communications or a related discipline.
• Strong strategic thinking and commercial acumen with ability to translate insights into campaigns.
• Proven success in global or regional marketing and large-scale integrated campaigns.
• Experience in FMCG or destination marketing is an advantage.
• Proven track record in developing brand strategies and driving consumer engagement.
• Experience managing substantial marketing budgets and delivering measurable outcomes.

Responsibilities

• Formulate and drive global brand building strategies for Hong Kong as a premier travel destination.
• Lead development and execution of impactful global and regional marketing campaigns.
• Custodian of the brand across markets and platforms.
• Develop innovative marketing initiatives to promote tourism products and experiences.
• Lead content development to strengthen destination branding and engagement.
• Cultivate and manage strategic partnerships for content creation and co-marketing.

Skills

Strategic thinking

Brand management

Global marketing

Stakeholder management

Budget management

Education

University degree in Marketing or related field

Job description

The Hong Kong Tourism Board (HKTB) is a government-subvented organization dedicated to promoting Hong Kong as a premier travel destination worldwide, while enhancing the visitor experience. Our missions are to reinforce the city’s position as Asia’s World City, strengthen its reputation as a world-class tourist destination and maximize the social and economic contributions of tourism to the Hong Kong community. For more information, please visit https://www.discoverhongkong.com/.

We are looking for a dynamic and visionary marketing leader to join the team as General Manager, Marketing. This is a unique opportunity to shape Hong Kong's global destination brand, lead impactful marketing initiatives and foster strategic global partnerships in our quest to continuously foster our city to be the world's most desirable travel destinations.

The Position:

Reporting to the Executive Director, the General Manager, Marketing will formulate and drive Hong Kong's brand building strategies and lead integrated marketing initiatives that inspire travelers worldwide to visit Hong Kong, and enhance Hong Kong's position as a world-class travel destination.

Key responsibilities include:

• Formulate and drive the global brand building strategies for Hong Kong as a premier travel destination.
• Lead the development and execution of impactful global and regional marketing campaigns, ensuring the highest standards of effectiveness and delivery.
• Serve as the organisation's brand custodian, ensuring consistent brand positioning and communications across all markets and platforms.
• Develop and drive innovative marketing initiatives to strategically promote tourism products, mega events, and destination experiences to key consumer segments worldwide.
• Lead the development and execution of impactful contents that strengthen destination branding and drive audience engagement.
• Identify, cultivate, and manage strategic partnerships for content creation, distribution, and co-marketing opportunities.
• Drive innovative consumer engagement through digital, social media, and other high-impact communication channels.
• Oversee the creation of high-quality marketing and promotional materials to support global marketing programmes and campaigns.
• Lead and nurture a highly innovative, efficient and high-performing marketing team while overseeing a substantial budget to maximise business impact.
• Establish performance metrics, optimise resources allocation, and drive continuous enhancement on marketing effectiveness and returns.

The Person:

The ideal candidate should possess:

• A university degree or above in Marketing, Communications or a related discipline.
• At least 15 years of relevant experience, including a minimum of 5 years in a senior leadership or Head of Department role.
• Strong strategic thinking, commercial acumen, and the ability to translate market insights into effective marketing strategies and initiatives.
• Proven success in global or regional marketing, brand management and large-scale integrated marketing campaigns, preferably with multinational organisations. Experience in the FMCG sector and/or destination marketing will be an advantage.
• Proven experience in developing brand strategies and driving consumer engagement programmes through integrated media, digital marketing and social media campaigns.
• Proven track record in managing substantial marketing budgets and delivering measurable and effective business outcomes.
• Strong leadership, communication, and stakeholder management skills, with experience leading sizeable teams and collaborating with diverse external stakeholders across industries. Ability to work as a team with different internal functions, and contributing to shared organizational success.

Applications

HKTB welcomes applications from individuals of diverse backgrounds who are committed to contributing to the development of tourism in Hong Kong.

Personal data provided by applicants will be kept in strict confidence and used solely for recruitment and employment-related purposes, in accordance with HKTB’s personal data policies. By submitting your application, you acknowledge that you have read, understood, and accepted HKTB’s Personal Information Collection Statement Pertaining to Job Application at https://www.discoverhongkong.com/content/dam/dhk/intl/corporate/about-hktb/jobs-opportunity/picsja.pdf.