Senior Manager / Manager, Content Growth

Hong Kong
Full Time
Subscription, Student and Growth

About the team:

The role sits in the Content Growth team of the B2C Subscription Growth department. We focus on improving SCMP’s content reach in organic and paid channels across multiple markets. We are a team of digital marketers with content SEO and content marketing experience, all of whom have strong data analytical skills and a passion for content. 

We work closely with Editorial colleagues, to create attractive stories and content packages (both breaking news and evergreen) to expand the reach of SCMP’s presence in the Hong Kong home market, as well as regional and international markets. We also work closely with Data and Product Teams to analyse historical data performance and understand readers’ feedback and journeys, in order to offer them valuable reading experience that will nurture them to ultimately become a loyal reader, and a paid subscriber.

Purpose of the role:

To sustainably support SCMP’s traffic growth across key global markets via organic and Paid platforms including Search, Google Discover and social platforms. You will need to be proactive and continuously come up with action plans and serve as the bridge between the Content Growth team and Editorial team to enhance SCMP content’s attractiveness and reach. Meanwhile you will need to be reactive on breaking news and trending topics from which SCMP can capture viral traffic, and to work with Editorial on creating content around the trending news.

The candidate is expected to have a strong sense of, or interest in what’s happening in Hong Kong, China and the world on various topics such as local affairs, geopolitics, business & economy, society, and lifestyle & culture.

Depending on the experience of the candidate, the position will be adjusted between Manager or Senior Manager level.


In this role, you will be:

  • Working closely with Product, Editorial and Digital Marketing to plan and execute  traffic growth and content marketing projects, supported by Paid media where applicable.
  • Responsible for daily communicating and alignment with key stakeholders on content growth initiatives and presenting real-time trending topics and content SEO opportunities with Editorial colleagues. 
  • Monitor team members’ efforts around keyword research, competitive analysis, and content optimization opportunities.
  • Align with Editorial on coverage pipeline and provide end-to-end content intelligence support and can effectively drive high quality traffic

Skills and Experience that will lead to success:

  • University graduate in Digital Marketing, Journalism, Marketing Communications, program with 8+ years in digital marketing / content marketing / content optimization / SEO at publications, hospitality, travel, or digital agencies.
  • At least 5 years of hands-on experience in managing digital marketing campaigns with focus on content marketing and tools on web analytics, SEO and social media analytics.
  • Experience in managing Paid media campaigns including Paid search and social at digital/media agencies would be an asset. 
  • Passion in content or the digital media, or have experience in digital content creation for work or leisure.
  • Professional proficiency in English language, both verbal and written communications.
  • Enjoy working in the best of both worlds - Content Marketing and Digital Marketing. Discovering data insights in content performance for optimization opportunities that could move the needle for overall site traffic. 
  • Excellent stakeholder communication and presentation skills, with the ability to influence stakeholders to become more receptive to new ideas.
  • Excellent project management skills and able to multitask and meet various deadlines.
  • Strong interpersonal skills and the ability to analyze and present complex ideas and content performance data in simple messages.
  • Comfortable at working in a fast-paced, agile, dynamic and transparent culture. 
  • Diverse, vibrant and joyful personality and enjoy working with dynamic teams with specialized expertise and industry knowledge.

Work location will be at Causeway Bay office.

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