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

Responsibilities

• This position is for Office of Corporate Communications and Marketing (OCCM).
• Content Strategy and Editorial Oversight
• Drive the development and execution of a coherent, audience-led content strategy across SMU's owned digital platforms, ensuring alignment with institutional marketing goals and brand positioning.
• Lead editorial planning and governance for content hubs, campaign pages, and thought leadership pieces, ensuring a consistent narrative voice, high-quality storytelling, and strategic relevance in both English and Simplified Chinese.
• Collaborate with internal stakeholders and agency partners to shape content that supports student acquisition, brand storytelling, and reputation-building across SMU's priority markets.
• Bilingual Content Development and Chinese Digital Platforms
• Develop original Chinese-language content, not translated derivatives that is tailored to platform norms and resonant with Chinese-speaking audiences across Singapore, China, and the broader region.
• Advise on culturally appropriate messaging strategies for Chinese-speaking markets, ensuring content aligns with SMU's positioning and the expectations of prospective students and stakeholders in these segments.
• Review and quality-assure all Chinese-language content produced by team members, freelancers, or agency partners before publication.
• Multi-Format Content Creation and Channel Adaptation
• Develop and oversee the production of compelling content across short-form, long-form, and multimedia formats for web, email, and social platforms in both English and Simplified Chinese.
• Adapt messaging across channels to ensure platform-specific resonance, audience relevance, and bilingual content cohesion.
• Provide expert copywriting for campaign messaging, social captions, ad copy, and email flows with clear calls-to-action and consistent brand alignment across languages.
• Campaign Storytelling and Social Content Execution
• Collaborate with the Assistant Director, Content and Social and broader OCCM team to develop and execute integrated campaign narratives across digital and social channels.
• Translate institutional priorities including student recruitment, programme launches, research visibility, and alumni engagement into compelling content that resonates with priority audience segments.
• Ensure campaign storytelling maintains brand voice integrity across both English and Chinese language outputs.
• Community Engagement and Monitoring
• Engage with online communities across the region, responding to audience queries and comments in a culturally appropriate manner in both English and Chinese.
• Monitor brand mentions and address emerging issues, escalating potential reputational risks to the Social Lead when needed.
• Performance Analytics and Reporting
• Measure and analyse content effectiveness using tools such as Google Analytics, HubSpot, Emplifi, or equivalent, with particular attention to engagement patterns on Chinese platforms.
• Monitor key performance indicators including reach, engagement, lead quality, and conversion rates, applying data to refine editorial and channel strategy.
• Develop content dashboards and performance reports and communicate insights and recommendations to stakeholders to demonstrate marketing ROI.
• Cross-Functional Collaboration and Alignment
• Partner with colleagues across brand, corporate communications, university events, admissions, alumni, and faculties to ensure content supports cross-functional campaign and reputational goals.
• Guide and mentor junior team members or freelancers to deliver high-quality bilingual content that meets editorial standards and marketing priorities.
• Engage external writers, editor

Additional Information

COMPANY DESCRIPTION Singapore Management University is a place where high-level professionalism blends together with a healthy informality. The 'family-like' atmosphere among the SMU community fosters a culture where employees work, plan, organise and play together - building a strong collegiality and morale within the university. Our commitment to attract and retain talent is ongoing. We offer attractive benefits and welfare, competitive compensation packages, and generous professional development opportunities - all to meet the work-life needs of our staff. No wonder, then, that SMU continues to be given numerous awards and recognition for its human resource excellence.

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