Senior Manager (Brand & Content) - Global Engagement and Communications Office

Department: Global Engagement and Communications Office Job Posting Details   Position Overview The Global Engagement and Communications Office is seeking a strategic, creative, and dynamic Senior Manager (Brand & Content) to lead content development and brand promotion for HKUST, with a particular focus on the University's 35th anniversary. In this role, you will be responsible for developing compelling content across print and digital platforms, including a dedicated anniversary book, while helping to elevate and champion the HKUST brand more broadly.

Your primary mission is to craft and articulate a powerful brand narrative for HKUST—highlighting its journey, achievements, and future aspirations—to key stakeholders including alumni, students, faculty, partners, and the public, both locally and internationally. Language proficiency, fast learning ability, and solid experience in brand and communications are essential for success in this role. Key Responsibilities: 1.

Content Development (Print, Digital & Anniversary Book) Lead the end-to-end development of high-quality content for print and digital platforms, including but not limited to the official 35th anniversary book. Write, edit, and produce engaging feature stories, institutional messages, historical highlights, and impact narratives that celebrate HKUST's legacy, current achievements, and future vision.

Collaborate with internal stakeholders (faculty, leadership, alumni relations, and GEC colleagues) to source stories, identify key milestones (including the 35th anniversary), and ensure content accuracy and relevance. Manage external vendors such as writers, editors, designers, and printers for the anniversary book and other print materials. 2. Brand Promotion & Integrated Communications Develop and execute a brand communications strategy to promote HKUST across multiple channels, with the 35th anniversary serving as a key marquee initiative.

Ensure consistent messaging and visual identity across all content, aligning with HKUST's overall brand guidelines while giving special attention to anniversary-related communications. Create compelling content for digital platforms including the University website, anniversary microsite, social media (LinkedIn, Instagram, WeChat, etc.), email newsletters, and digital campaigns. Work closely with the GEC team to integrate both ongoing University messaging and anniversary-specific communications into a cohesive narrative.

3. Stakeholder Collaboration & Project Management Partner with academic departments, and administrative units to gather content and align communications with institutional priorities, including but not limited to the 35th anniversary. Manage multiple content projects simultaneously, ensuring deadlines, quality standards, and brand consistency are met. Provide strategic input on how to best showcase HKUST's achievements to local and international audiences on an ongoing basis, while maximizing the visibility opportunities presented by the 35th anniversary.

4. Performance Tracking & Continuous Improvement Establish KPIs to measure the reach and engagement of content and campaigns, including those tied to the 35th anniversary. Use analytics tools to generate insights and refine content strategies for greater impact across all platforms. Qualifications & Experience A bachelor's degree in Communications, Journalism, Marketing, Brand Management, or a related field.

A higher degree is preferred. Minimum of 10–15 years of experience in content development, brand communications, or related roles, preferably within education, publishing, media, or the non-profit/public sector. Exceptional writing and editing skills are non-negotiable. While native English speaker status is not required, we are open to native English speakers if their experience is relevant. Proficiency in Chinese (Cantonese and/or Putonghua) is highly advantageous but not a must.

Proven experience in developing