Senior Manager, Marketing & Digital

afg; Hong Kong; On-site; HKD 480,000 - 720,000; Full time

Job summary

The Asia Football Group (AFG) is seeking a Senior Manager, Marketing & Digital in Hong Kong. This role involves managing digital marketing initiatives for major football competitions, with a requirement for 7+ years of experience in digital marketing, social media, and a degree in a relevant field.

You will collaborate with various stakeholders to enhance AFC’s digital presence and fan engagement. Proficiency in English and Chinese is ideal, alongside a passion for Asian football.

Qualifications

• Minimum of 7 years of digital and social media marketing experience.
• Strong understanding of social media platforms and content genres.
• Ability to handle projects in a fast-paced, high-pressure environment.

Responsibilities

• Manage planning and delivery of digital sponsorship rights activations.
• Project manage creative production processes to ensure quality.
• Conceive and implement marketing initiatives aligned with objectives.

Skills

Digital marketing experience

Social media management

Organizational skills

Creative thinking

Communication skills

Education

Bachelor's degree in Marketing, Communications, or related field

Tools

Microsoft Office

Adobe Suite

Job description

The Company Asia Football Group (AFG) is the exclusive commercial agency for the Asian Football Confederation's (AFC) competitions from 2023-2028. AFG's partnership with the AFC covers the commercial rights for all major AFC National Team and Club competitions, including the AFC Asian Cup™, AFC Asian Qualifiers™, AFC Women's Asian Cup™, AFC Women's Olympic Qualifiers, AFC Champions League Elite™, AFC Women's Champions League™, and AFC Champions League Two™ as well as AFC youth and futsal competitions.

Driven by a shared passion and dedication to Asian football, our industry experts have a wealth of experience in global, regional, and local football marketing and are devoted to delivering exciting and engaging Asian football content to fans on the ground, on screen, and online. Working closely with the AFC and its stakeholders, Asia Football Group strives for the success and growth of Asian football, as well as redefining Asian football’s commercial standing within global football by addressing the shared business objectives of the AFC, its sponsors and media partners with solutions derived from optimising brand activations, fan engagement and digitally driven innovations.

The Role

The Senior Manager, Marketing & Digital position will form part of the Marketing and Digital Services team. We are seeking a proactive Marketing professional with a minimum of 7 years of practical digital marketing and social media experience gained in a rightsholder, an agency, in a digital media company, or in a sports or entertainment marketing environment. Preference will be given to candidates who can demonstrate a high degree of organizational skills, attention to detail and creative prowess.

In this versatile role you will be working across a broad field of marketing activities including brand activations, competition promotions and digital platform partnerships. You will be working on marketing campaigns and brand assets for Asia’s biggest and most celebrated football competitions and tournaments.

Key Responsibilities

• Manage the planning, delivery, and optimization of digital sponsorship rights activations. Work closely with the Marketing and Digital team to develop and execute sponsor digital activations across AFC’s digital and social platforms.
• Project manage the creative (content) production process, ensuring all assets are delivered on time and meet the highest quality standards.
• Manage social media tasks, including utilizing social media tools, monetization features, and media buying management, among other related responsibilities.
• Conceive, develop, and implement industry-leading competition marketing initiatives aligned with clearly defined objectives (e.g., awareness, reach, fan engagement).
• Liaise with platforms, partners, agencies and other stakeholders to explore collaborations that enhance the outcomes of marketing and content initiatives.
• Maintain the Talent and Influencer database; evaluate and communicate with influencers in key markets such as the Middle East, Southeast Asia, and China PR to amplify AFC competitions and marketing campaigns; establish clear ROI metrics, creative collaboration frameworks and reporting requirements.
• Help ideate, develop, and promote fan acquisition campaigns across web, mobile, and social media; assist in shaping user journeys and fan experiences to sustain engagement.
• Work closely with the AFG Business Intelligence team to track and analyze campaign and content performance using relevant tools. Proactively share insights and utilize data results to drive optimizations.

Skills, Experience and Qualifications

• Minimum of 7 years of overall experience in digital and social media marketing. Bachelor's degree or higher in Marketing, Communications, Business, or a related field.
• Previous or current experience in a similar role within a rightsholder, agency, digital media company, or sports/entertainment marketing environment.
• Strong understanding of social media platforms and relevant content genres (Facebook, Instagram, YouTube, TikTok, X).
• Knowledge of Chinese trending platforms (Weibo, Douyin, DQD, etc.) is a plus.
• Proven ability to handle projects in a fast-paced, high-pressure, rapid-growth environment with a "can-do" team player attitude.
• Strong communication skills, with the ability to actively discuss issues and find solutions involving multiple stakeholders.
• Ability to combine creative and analytical thinking naturally; diligent with meticulous attention to detail.
• Strong command of spoken and written English; proficiency in Chinese (Mandarin) is ideal.
• Highly proficient in Microsoft Office (PowerPoint, Word, Excel, Outlook); experience with Adobe Suite (especially Photoshop, Illustrator) and video editing is a plus.
• Knowledge in utilising AI solutions and workflows is a plus.
• Passion or knowledge of Asian football is an advantage.

Location: Hong Kong (preference)/Dubai