Head, Communications and Marketing (Hong Kong Palace Museum)

Job description

The West Kowloon Cultural District Authority welcomes exceptional talent with a passion to realise the vision and mission of making the West Kowloon Cultural District a prime local and international destination for arts, culture and entertainment.

About the Role

We are seeking an experienced and visionary Head, Marketing and Communications for Hong Kong Palace Museum to lead the strategic development and execution of all PR, publicity, and marketing efforts.

This role plays a pivotal part in shaping the Museum’s brand identity, enhancing its public image, and driving audience engagement locally, regionally, and internationally.

Reporting to Director, External Affairs, you will work closely with the Senior Management Team and serve as the key liaison for external stakeholders including arts and cultural institutions, sponsors, media partners, and professional bodies.

You will be responsible for:

• developing and implementing an integrated marketing and communications strategy that encompasses branding, audience engagement, media relations, and digital outreach.
  
  Ensuring that all efforts are aligned with HKPM's mission, strategic objectives, and the broader goals of the West Kowloon Cultural District Authority;
• spearheading the creative development and execution of PR and marketing campaigns that promote exhibitions, cultural programs, events, and educational initiatives.
  
  Leveraging both traditional and digital platforms to deliver unified and impactful messaging, ensuring synergy between PR and marketing through both online and offline channels to drive visitation and ticket sales;
• strengthening and managing HKPM’s brand identity across local, regional (mainland Chinese), and international markets.
  
  Ensure a consistent voice and tone across all internal and external touchpoints to build a strong institutional reputation;
• leading customer analysis and engagement strategies to grow HKPM’s reach and deepen connections with diverse demographics, and position HKPM as a premier cultural destination in the region;
• driving innovation in digital storytelling and audience interaction across digital platforms, including WeChat, Xiaohongshu, Douyin, Facebook, Instagram, and YouTube, leveraging trends in technology and media.
  
  Use data-driven insights to optimise engagement and campaign effectiveness;
• directing the creation of high-quality, engaging content for all channels, including advertising, social media, press releases, and on-site communications.
  
  Ensuring all content aligns with HKPM’s brand vision and strategic goals, leading to improve marketing effectiveness, strengthen publicity, enhancing customer experience and drive revenue;
• adopting a unified approach to publicity by combining traditional media, digital platforms, and influencer collaborations;
• building and maintaining strong relationships with media outlets, influencers, and cultural partners in Hong Kong, Mainland and beyond.
  
  Organising press events, media interviews, and joint promotions to maximise visibility;
• supervising all media communications and ensure alignment with corporate messaging;
• overseeing the marketing and communications budget, ensuring efficient resource allocation and strong ROI.
  
  Regularly evaluate the effectiveness of campaigns and strategies, making data-informed adjustments as needed;
• leading and inspiring the PR and Marketing teams to deliver integrated campaigns and day-to-day communications.
  
  Building a high-performing team culture that values creativity, accountability, and excellence;
• strengthening internal collaboration across departments to align marketing and communications efforts with curatorial, educational, and operational priorities;
• cultivating and managing relationships with external vendors, agencies, and cultural institutions to support HKPM’s campaigns and initiatives; and
• collaborating with Channel Marketing and internal stakeholders to implement marketing and PR cooperation campaigns across corporate partners, OTA platforms etc., creating high-quality communication materials for trade activities to gain the marketing exposure and drive sales.

You should:

• possess a recognised university degree in Marketing, Communications, Public Relations, Journalism, or a related field;
• have at least 15 years of relevant experience, including 8 years in a senior managerial role;
• demonstrate deep knowledge of both traditional and digital media landscapes in Hong Kong, Mainland China, and internationally, and a passion in arts and culture;
• possess deep understanding and successful track record in planning and implementing large-scale PR and marketing campaign;
• demonstrate solid experience and proven record in working with new technology and marketing automation;
• be able to work strategically and operationally, with strong analytical and critical thinking skills using data to guide marketing decisions and transfer into actionable strategies and plans;
• be commercially astute, detail-oriented and have good project and time management skills;
• possess strong strategic thinking and creative campaign development skills;
• have proven experience in digital marketing, data analytics, and social media engagement, advertising and print—especially in the Mainland China market;
• be a great team player, exhibit excellent leadership, interpersonal, and communication skills in English, Cantonese, and Putonghua;
• be highly organised, detail-oriented, and capable of thriving in a fast-paced, dynamic environment; and
• Working Location: West Kowloon Cultural District and Hong Kong Palace Museum

Required Skill Profession

Advertising, Marketing, Promotions, Public Relations, And Sales Managers