Senior Manager, Brand Communication

Senior Manager, Brand Communication Senior Manager, Brand Communication: own Bowtie's voice — defensible POVs, earned media, podcasts, and leadership storytelling. Build authority, trust, and a brand people seek. Role Summary At Bowtie, content is our biggest strategic bet — a structural advantage competitors can't replicate. We've built a strong content engine, but we're ready for the next level: moving from owned-channel publishing to earned third-party authority, and from broad topic coverage to sharp, defensible points of view. We're looking for a Senior Manager, Brand Communication to own the entire quality end of our content strategy — effectively serving as Head of Brand. You'll sharpen the voices of our leadership team, build the journalist and podcast relationships that make Bowtie a brand people seek out, and lead the Brand Squad with our Social Media and PR teams reporting in. About the Role You will break Bowtie's content distribution bottleneck and build earned authority at scale — upgrading how we create (sharper POVs, building recognisable voices rather than just covering topics) and transforming how we distribute (earned media, podcasts, speaking, partnership content — not just owned channels). Key Responsibilities 1. Brand Voice & POV Development Develop and steward sharp, defensible points of view for Bowtie's team across key themes: transparency, health screening/VHIS, and product philosophy. Move our leaders from topic commentators to sought-after expert voices — building characters that audiences recognise and media seek out. Provide editorial direction on executive LinkedIn, video content, and personal branding across channels. 2. Earned Media & PR Own the PR team and agency relationship — set direction, hold the bar, and ensure execution is aligned to the brand strategy you lead. Build and maintain named-expert relationships with journalists at tier-1 Hong Kong and international media outlets, with the goal of rising inbound media requests over time. Curate 1–2 high-quality sponsored placements per quarter; provide editorial oversight across all partnership content and KOL relationships. 3. Podcast, Speaking & Events Drive a strong cadence of podcast guest appearances and speaking engagements for Bowtie's leadership team across the year. Identify and prioritise the right platforms, events, and formats to build compounding earned authority. Target a trend toward inbound invitations by month 12 — a signal that Bowtie voices are being sought out, not just placed. 4. Team Leadership & Brand Governance Lead the Brand Squad with the Social Media and PR teams reporting in — set the strategic mandate and let them own execution. Establish brand governance across functions, ensuring consistency of tone, POV, and quality across all external-facing content. Own the brand budget with a clear grasp of brand metrics and how to measure earned authority over time. About You Experience & Skills 10+ years in brand communication, PR/earned media, or corporate communications — agency and client-side experience is a plus Track record of building strong brand presence with unique and marketable brand differentiators Track record building journalist relationships and securing tier-1 earned media coverage; Hong Kong media experience is a strong plus Hands-on content creation experience, including video production Demonstrated success in positioning executives as thought leaders and sought-after expert voices Brand governance experience across functions, not just within marketing Budget ownership with a clear understanding of brand metrics Language Bilingual English / Chinese (繁體中文/ Cantonese) is a must; fluency in simplified Chinese / Mandarin is an advantage. The Person Deep understanding of customers' behaviour and needs Strategic by nature — sequences priorities rather than chasing every channel Leads through influence and relationships, not hierarchy, sets the bar and lets the team own execution Comfortable being measured on earned authority that compounds over 6–24 months Sound judgment on reputational risk, tone, and ethical guardrails Aligned to "Crafting World-Class" — passion, capability, focus, resilience Collaborative across functions What Success Looks Like Within 90 days: Brand tone and positioning sharpened and activated; Social Media and PR teams integrated under one quality-end mandate By month 6: named journalist relationships established at tier-1 Hong Kong and international media outlets, with a rising trend in inbound media requests By month 12: strong podcast and speaking cadence established; inbound invitations trending upward We Offer Competitive package Flexible work arrangement Medical/dental coverage and wellness programmes Employee discounts Fun, collaborative, and flexible startup culture Weekly sharing sessions and regular social gatherings Professional Development Sponsorship Department Marketing & Branding Locations Hong Kong Remote status Hybrid Employment type Full-time Employment level Executive/Senior Level About Bowtie Life Insurance Company Limited Our purpose is simple - we are here to bring back the good of insurance: protecting people and their families. By combining our deep domain expertise and our modern proprietary technology, we strive to provide better insurance products and world-class insurance experience to the public. In the past 4+ years, we have been providing a wide range of medical coverage to the Hong Kong public. Our sum assured has exceeded US$5 Billion. ‍Let's continue to deliver a better insurance experience for all. Let's Make Insurance Good Again. Founded in 2018 Co-workers 100+