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Strategic Planning & Brand Leadership
? Content & Communications Strategy: Develop and execute the annual and quarterly integrated marketing and communications plan. Align all content, messaging, and distribution schedules with the YCYW network's brand positioning, strategic market goals, and audience insights.
? Brand Stewardship: Act as the guardian of the YCYW brand identity. Ensure absolute consistency in messaging and visual representation across all platforms and all campuses, collaborating with school teams to uphold and elevate content standards.
? Value Proposition Development: Identify and articulate the unique selling propositions of the YCYW pedagogy, programmes, and community impact to strengthen marketing narratives and drive enrolment.
Content Creation & Narrative Development
? Strategic Storytelling: Develop compelling, high-quality content that tells the story of the YCYW community. Produce engaging narratives for digital platforms (social media, website, email campaigns), promotional materials (pamphlets, posters), and key corporate communications.
? Executive Communications: Draft, edit, and translate speeches, talking points, and presentations for corporate leadership for internal and external events, ensuring alignment with core messaging.
? Immersive Story Gathering: Conduct regular visits to YCYW schools to participate in activities, gather authentic stories firsthand, and ensure narrative depth and authenticity.
Media Relations & Publicity:
? Proactive Media Strategy: Develop and execute a proactive media relations strategy to secure high-quality, positive coverage in target national, and industry-specific (education, parenting, business) publications, broadcast outlets, and digital platforms.

? Relationship Building: Cultivate and maintain strong, lasting relationships with key journalists, editors, producers, influencers, and opinion leaders. Systematically manage an updated media contact database.
? Strategic Pitching: Identify newsworthy angles and proactively pitch compelling stories—including educational innovations, student achievements, faculty expertise, and community initiatives—through press releases, media alerts, briefings, and exclusive opportunities.
? Media Events & Interview Management: Plan and manage press conferences, media tours, and roundtable events. Provide comprehensive media training, briefing documents, and talking points for spokespeople (including leadership and faculty) to ensure confident and on-message delivery.
? Crisis Communications Preparedness: Serve as a first point of contact for media inquiries. Monitor media landscape for potential issues; assist in developing and implementing rapid response communications to protect the network's reputation.
? Performance & Analysis: Track, analyse, and report on media coverage (quantity, quality, tone, reach) to measure ROI of PR activities and inform future strategy.
Stakeholder Engagement & Project Management
? Cross-Functional Collaboration: Partner effectively with corporate divisions, individual schools, and external media agencies on key editorial and promotional projects to ensure unified messaging and maximised impact.
? Event Management Support: Provide end-to-end communications support for corporate and school events. Develop emcee scripts, briefing documents, and pre-/post-event promotional content to enhance participant engagement.
? Business Development Support: Contribute marketing expertise to support new business development initiatives, leveraging content to attract partners and opportunities.

Additional Duties: Undertake any other ad-hoc projects and responsibilities as assigned by the Head of Corporate Branding and Communications or senior management.

Competency Requirements:
? A passion for and curiosity about international education, aligned with holistic educational values.
? Understanding of both education and business.
? Strong stakeholder management and relationship skills - able to work effectively, influence and provide advice to senior members, colleagues, partners and other stakeholders in the execution of internal and external communications plans.
? Solid market sense and business acumen to be able to identify trends, competitions, needs, support priorities and solutions.
? Innovative with strong delivery skills.
? Excellent at multitasking, balancing efficiency with quality.
? Strong communicator and team player, resilient under pressure.
? Independent and self-driven, as well as a good team player.
? Must be mobile and available for travel.
? A significant plus for candidates with hands-on experience in creating, editing, and publishing content tailored for different social media platforms as part of a broader strategic communications plan.

Academic, Job Experience Requirements and Qualifications:
? Bachelor's degree in communications, translation, marketing or related fields.
? Minimum 8 years of experience in content creation, digital marketing, or other relevant fields. Familiarity with educational institutions and media is an advantage.
? Knowledge of all windows, websites, and social media operations.
? Exceptional written and verbal communication skills in both English and Chinese