Social Media Operations Specialist (China & Global Social Media)

About the job

Responsibilities

Multi-Platform Account Matrix Building & Risk Management

• Research and build a full new media matrix covering both China platforms (Douyin, Xiaohongshu, WeChat Channels, WeChat Official Accounts, Zhihu, etc.) and global social media platforms (Facebook, Instagram, LinkedIn, X/Twitter, YouTube, etc.), including each platform's rules, traffic mechanics, and audience profile.
• Define distinct personas and content direction for each account/channel to avoid content duplication, building a well-structured matrix with clear division of labour and complementary reach across domestic and global channels.
• Monitor compliance policies and content guidelines across all platforms, both in China and globally; build and maintain a comprehensive account risk-control system.

Content System & Differentiated Multi-Platform Operations

• Build a closed-loop content system ("public traffic acquisition → private domain conversion") and maintain an always-on content topic bank.
• Produce short-video scripts, poster copy, financial news content, and long-form industry articles, adapted for each platform's format and audience.
• Standardize content templates and publishing workflows; build a branded asset, messaging, and content library for efficient reuse.
• Optimize content for each platform based on traffic characteristics, audience preferences, and algorithm/indexing rules — across both China platforms and global social channels.
• Own day-to-day updates, publishing, and basic account maintenance across the full matrix, plus website articles and partner media contributions/follow-up, to grow brand exposure and industry influence.

KOL & Partner (IB & Affiliate) Enablement

• Build and manage relationships with financial-vertical KOLs/influencers, domestic and international, developing a stable pool of collaborators; produce standardized brand materials, educational content, and collaboration scripts to ensure consistent, professional, compliant messaging.
• Provide IB (Introducing Broker) and Affiliate partners with online operations materials, acquisition tools, and content support to help drive their online client acquisition and channel growth.

Data Review & Cross-Team Collaboration

• Monitor core operating metrics across all platforms — exposure, engagement, follower growth, website indexing, media reach, account openings/deposits, and channel ROI; produce monthly review reports and iterate content and traffic strategy based on data.
• Coordinate all new media operations across China and global platforms; liaise directly with overseas HQ to align strategy, share documentation, and sync information; work closely with content, customer service, and compliance teams to ensure all external content, campaigns, and messaging remain compliant.

Qualifications

• Proven hands-on expertise across at least 3 major social/new media platforms — including at least one global platform such as Facebook, Instagram, or LinkedIn — with a solid understanding of platform algorithms and growth tactics; familiar with financial website and partner media publishing/indexing rules; experience building account matrices and growing accounts from 0 to 1; prior new media experience in the financial industry preferred.
• Strong content creation ability: able to independently create, edit, and optimize financial content across formats, translating complex financial concepts into accessible, engaging, platform-appropriate content in both Chinese and English where needed.
• Strong compliance and risk-control awareness; familiar with internet content regulations and platform violation rules; hands-on experience troubleshooting and remediating account issues.
• Strong data-driven mindset; able to identify operational gaps and conversion bottlenecks through data analysis and optimise strategy accordingly.
• Cross-border communication skills: Bilingual in English and Chinese, better to have.