The Social Media & Digital Engagement Manager will lead the Bank’s enterprise social media strategy, governance, content, creator partnerships, and engagement across English and Chinese-language platforms. This strategic, hands-on leader will use owned and external channels to strengthen brand equity, customer relationships, executive visibility, and business growth.

The role will manage a social media team and collaborate with Brand Marketing, Public Relations, Media & Advertising, Business Lines, Legal, Compliance, Risk Management, and Executive Leadership. English and Mandarin Chinese bilingual proficiency is highly desirable.

Social Media Strategy & Leadership

• Develop and execute an enterprise social media strategy across English and Chinese-language platforms, with clear channel priorities, governance, performance goals, and alignment to brand and business objectives.
• Lead key platforms, including LinkedIn, Instagram, Facebook, WeChat, RedNote, and emerging channels, with culturally relevant and consistent content.
• Develop the social media team and manage agency and vendor partners while building audience engagement, affinity, and customer relationships.

Brand Storytelling & Content Strategy

• Lead content planning and editorial strategy across social channels, ensuring alignment with the Bank’s brand voice, values, and priorities.
• Develop content that highlights expertise, customer impact, community involvement, sponsorships, culture, and thought leadership.
• Build and manage a creator strategy aligned with the Bank’s brand, audiences, and business objectives to extend campaign reach, strengthen credibility, and support customer acquisition and conversion.

Executive Visibility & Thought Leadership

• Amplify executive perspectives, company achievements, business initiatives, community engagement, and corporate milestones to strengthen thought leadership across social platforms.

Reputation Management

• Monitor conversations, sentiment, reputation, risks, and opportunities across social channels.
• Develop response and escalation protocols with Corporate Communications, Legal, Compliance, and Risk Management.

Revenue Support & Demand Generation

• Partner with business line and media teams to align organic and paid social efforts that support awareness, consideration, customer growth, and campaign performance.

Employee Advocacy & Social Governance

• Establish social media policies, governance, and employee education covering brand standards, regulatory requirements, and appropriate practices.
• Partner with Enterprise Risk Management, Compliance, Legal, Human Resources, and Public Relations to mitigate reputational and regulatory risk.

Analytics & Performance Optimization

• Define KPIs and monitor audience growth, engagement, sentiment, share of voice, reputation, and business performance.
• Provide executive insights and use performance trends to optimize content, channels, and engagement.

Required

• Bachelor's degree in Marketing, Communications, Journalism, Public Relations, Business, or related field.

• 10+ years of progressive experience in social media, digital or brand marketing, corporate communications, or related disciplines, including 3+ years of people leadership.
• Demonstrated success building enterprise social strategies and executive thought leadership programs.
• Strong knowledge of social platforms, content strategy, audience engagement, analytics, and reputation management.
• Exceptional communication, presentation, analytical, strategic planning, and cross-functional collaboration skills.
• Experience in a highly regulated industry, preferably financial services.

Preferred

• Bilingual in English and Chinese (Mandarin preferred).
• Experience managing WeChat, RedNote, and multicultural marketing initiatives.
• Experience within banking, financial services, wealth management, fintech, or related industries.
• Experience with social listening and social media management platforms such as Sprinklr, Brand watch, Meltwater, Sprout Social, or similar tools.
• Experience managing agency partners and external vendors, with preference for candidates who have worked at a creator agency, talent or creator management firm, social platform, or brand-side influencer marketing program.

Applicants must have legal authorization to work in the United States. We do not offer visa sponsorship at this time.