Senior Manager, Content and Editorial Strategy (34-month contract)

About the role

This is a 34-month contract position within the Office of Corporate Communications and Marketing (OCCM) at SMU. The role drives a coherent, audience-led content strategy across SMU's owned digital platforms in English and Simplified Chinese, leading editorial planning, bilingual content creation and performance measurement.

Key responsibilities

• Drive content strategy and editorial oversight for digital platforms, campaign pages and thought leadership, with a consistent narrative voice in English and Simplified Chinese.
• Lead Chinese-language content creation and governance across WeChat, Weibo, Xiaohongshu, Douyin, Bilibili, Zhihu and Baidu-facing formats, producing original content suited to audiences in Singapore, China and the region.
• Write copy for campaigns, social captions, ad copy and email flows, and adapt messaging across channels.
• Collaborate with the Assistant Director, Content and Social and the wider OCCM team on integrated campaign narratives covering student recruitment, programme launches, research visibility and alumni engagement.
• Engage with online communities, monitor brand mentions and escalate reputational risks to the Social Lead.
• Measure content performance with tools such as Google Analytics, HubSpot, Emplifi or equivalent, and build dashboards and reports on reach, engagement, lead quality and conversion.
• Mentor junior team members and freelancers, and engage external writers, editors or agencies.

Required profile

• Bachelor's degree in journalism, Mass Communications, Marketing, Digital Media or a related field.
• Effectively bilingual, with Chinese at HSK Level 6 Business Chinese Test (BCT) Advanced or higher.
• Simplified Chinese is mandatory: minimum 3 years of hands-on experience in the Chinese digital market, beyond platform execution.
• Editorial and content development expertise (minimum 5 to 7 years).
• Content performance and ROI measurement experience (minimum 3 to 5 years).
• Platform adaptability and channel knowledge (minimum 5 years), including English platforms and the Chinese ecosystem.
• Cross-functional collaboration and workflow management (minimum 5 years).
• Direct experience in mainland China or with organisations targeting Chinese-speaking audiences is strongly preferred.

Required skills

• Writing and editing across blogs, web copy, email campaigns and social content.
• Use of Google Analytics, HubSpot, Emplifi or similar tools.
• Understanding of Chinese platforms such as WeChat, Weibo, Xiaohongshu, Douyin, Bilibili and Zhihu.