Marketing Communication Manager (B2C), APAC

KOS International Limited; Hong Kong; On-site; HKD 700,000 - 1,000,000; Full time

Job summary

KOS International Limited is seeking an experienced communications and brand professional to lead integrated consumer communications initiatives for a growing, internationally active organization. The successful candidate will be a strong storyteller, strategic thinker, and hands-on project manager who can turn brand and commercial priorities into engaging campaigns across channels.

You will develop consumer campaigns, manage media relations, content creation, events, partnerships, and digital

Qualifications

• Bachelor's degree in Marketing, Communications, Public Relations, Journalism, Business, or related discipline.
• Experience in B2C marketing communications, brand communications, consumer PR, digital marketing, social media, or integrated campaigns.
• Experience in consumer-facing industries such as retail, lifestyle, FMCG, beauty, fashion, hospitality, or e-commerce.
• Proven ability to plan and deliver integrated consumer campaigns across multiple channels.
• Strong understanding of consumer behaviour, audience segmentation, and brand positioning.
• Excellent written and spoken English, Cantonese, and Mandarin.

Responsibilities

• Develop and execute integrated B2C communications and brand campaigns to support acquisition, engagement, retention, and product awareness.
• Translate insights into communications strategies, campaign messaging, and compelling brand stories.
• Lead consumer-facing media relations including story development, outreach, launches, influencer engagement, and response management.
• Manage brand presence across earned, owned, paid, digital, and social channels with local relevance.
• Create engaging content for campaigns, social, websites, newsletters, product launches, and partnerships.
• Plan brand-building initiatives, events, activations, partnerships, and seasonal campaigns.
• Collaborate with marketing and commercial teams on product introductions and retail/e-commerce campaigns.
• Build relationships with media, editors, content creators, influencers, agencies, and platform partners.
• Monitor campaigns, media coverage, sentiment, and performance; derive actionable recommendations.
• Oversee agencies (creative, PR, social, media buying, influencer) within budget and timelines.
• Adapt global campaigns for local audiences while maintaining brand consistency.

Skills

Storytelling

Strategic thinking

Project management

Media relations

Content development

Campaign planning

Social media

Multilingual communication

Budget management

AI-enabled tools

Education

Bachelor's degree in Marketing/Communications

Tools

AI-enabled tools

Media monitoring tools

Job description

Our client is seeking an experienced communications and brand professional to lead integrated consumer communications initiatives for a growing, internationally active organization. The successful candidate will be a strong storyteller, strategic thinker, and hands-on project manager with the ability to turn brand and commercial priorities into engaging consumer-facing campaigns.

Responsibilities

• Develop and execute integrated B2C communications and brand campaigns that support consumer acquisition, engagement, retention, product awareness, and overall commercial objectives.
• Translate consumer, market, and business insights into relevant communications strategies, campaign messaging, and compelling brand stories.
• Lead consumer-facing media relations activities, including proactive story development, media outreach, product or campaign launches, influencer engagement, and response management.
• Manage and enhance the brand's presence across earned, owned, paid, digital, and social media channels, ensuring messaging is consistent, locally relevant, and aligned with the overall brand identity.
• Develop engaging content for consumer campaigns, social platforms, websites, newsletters, product launches, promotional materials, presentations, FAQs, media materials, and partnership activations.
• Plan and deliver brand-building initiatives, including consumer events, experiential activations, partnerships, community programmes, influencer collaborations, and seasonal campaigns.
• Work closely with commercial and marketing teams to support new product introductions, retail or e-commerce campaigns, promotional periods, and customer-engagement initiatives.
• Build and maintain relationships with media, content creators, influencers, agencies, platform partners, and relevant lifestyle or consumer communities.
• Monitor consumer conversations, media coverage, social sentiment, campaign performance, and competitor activity; turn findings into practical recommendations for future campaigns.
• Support the development of consumer-response and issues-management communications, ensuring customer-facing messaging is timely, clear, and aligned across channels.
• Manage creative, PR, social-media, media-buying, influencer, and production agencies, ensuring projects are delivered on time, within budget, and against agreed performance targets.
• Partner with regional and cross-functional stakeholders to adapt global campaigns for local audiences while maintaining consistency in brand positioning and customer experience.
• Use campaign, digital, and audience data to evaluate communications effectiveness, optimise spend, improve content performance, and identify new growth opportunities.

Requirements

• Bachelor's degree in Marketing, Communications, Public Relations, Journalism, Business, or another relevant discipline.
• Solid experience in B2C marketing communications, brand communications, consumer PR, digital marketing, social media, or integrated campaign management.
• Experience working within a consumer-facing industry, such as retail, lifestyle, FMCG, beauty, fashion, hospitality, food and beverage, consumer technology, e-commerce, entertainment, travel, or other fast-moving consumer sectors.
• Demonstrated experience planning and delivering integrated consumer campaigns across multiple channels, including PR, social media, influencer marketing, content, digital, events, partnerships, and brand activations.
• Strong understanding of consumer behaviour, audience segmentation, customer journeys, brand positioning, and culturally relevant communication.
• Excellent written and spoken English, Cantonese, and Mandarin, with strong copywriting, editing, content-development, and presentation skills.
• Experience working with media, lifestyle editors, content creators, KOLs, influencers, agencies, and external partners.
• Strong knowledge of social-media platforms, digital-content trends, community engagement, and campaign-performance measurement.
• Commercially minded, with the ability to balance creative ideas with consumer relevance, brand consistency, budgets, timelines, and measurable business outcomes.
• Experience managing creative, PR, social, digital, influencer, or media agencies, including briefing, quality control, budget management, and performance evaluation.
• Strong project-management skills, with the ability to manage multiple campaigns, stakeholders, and deadlines in a fast-paced environment.
• Comfortable using AI-enabled tools to support consumer research, content ideation, copy development, reporting, workflow efficiency, and campaign optimisation.