Senior Manager, Public Relations

Location: Los Angeles, USA 


At the Hong Kong Tourism Board, we take great pride in helping people across the world fall in love with our home. There are many challenges, but we continue in earnest to revitalize and reshape the Hong Kong tourism brand and build sustainable growth for our city’s economy. To achieve our ambition, we are inviting passionate talents with a global mindset to join us at this incredible juncture, and work with a dynamic and fun team.



This role will work with the Senior Manager, Marketing & PR, and the Director, USA to formulate the overall integrated marketing plan for the USA market across HKTB’s public relations disciplines.

The incumbent's extensive knowledge of marketing strategy must be applied to media, influencer marketing and PR in the travel business, to achieve all KPIs. The incumbent will also deliver smart, strategic programs and big ideas for the annual marketing plan.

Integrated Marketing

  • Drive the development of innovative, highly integrated marketing programs that have the potential and strategic / creative flair to win major industry awards, while delivering on HKTB goals first and foremost.
  • Work closely with Senior Managers of Marketing and Trade Marketing to develop and execute integrated campaigns, co-ops and partnerships that build interest in Hong Kong.
  • Ensure full integration of media / PR activities into the overall consumer communications plan and consistency with global brand requirements across all North America regional communications.
  • Prepare documents / briefs for content partnerships and creative development of social media/influencer marketing programs. Verify supporting assets as brand campaign- and cross-discipline-relevant to ensure strong message integration for PR, consumer and trade, as required by the campaign.
  • Ensure delivery of thorough campaign performance reports, so optimization and key learnings can be applied for maximum effectiveness.
  • Recommend the KPIs for the coming fiscal year, delivering strategically-relevant data to drive decision making.

Public Relations

  • Manage PR agency in development of strategy, concepts and execution of measurable PR campaigns that contribute to meeting annual KPIs.
  • Work closely with Agency for proactive identification of PR story angles and evaluation of and securing Super Fans, as per Agreement.
  • Integrally involve in TV / Streaming show sponsorships and secure approval from Head Office with full financial policy & procedure compliance.
  • Source and develop high-visibility media co-ops and content partnerships to keep Hong Kong top-of-mind among consumers, trade and press.
  • Monitor media volume and consumer sentiment to help the USA team and Head Office stay on top of trends and news matters through monitoring service.
  • Issue press releases through distribution service. Compile results and deliver monthly Media Monitor Publicity Report.

Budget Management/Control

  • Work closely with the team on Budget Plans for planning, spending allocations and accurate spend-to-budget, and recommend fund movement at re-estimates for management approval.
  • Negotiate contracts, media partnerships and marketing services agreements with venues, third-party vendors, talent, production companies, influencers/KOLs, agencies of record, and others as they arise.
  • Follow all financial policy compliance requirements.



  • Bachelor’s Degree or higher.
  • Minimum 8 years of PR agency or client-side integrated marketing experience, with 3 years at managerial position gained from travel industry / destination tourism marketing functional area.
  • Well-versed in traditional, social marketing and PR, as well as management on third-party vendors (e.g. PR agency / KOLs / talent agents), projects, budget and crisis.
  • Strong acumen in media relations with proven record in media/social media content placements and media co-op opportunities.
  • Strategic thinker with good organisational and leadership skills, strong attention to details and ability to set objectives, prioritise, critically assess issues, and deliver within given deadlines and resources.
  • Highly proactive and creative, always search for innovative big ideas.
  • Strong interpersonal and communication skills, culturally sensitive; able to work as a team effectively, and influence others, internally and externally, for positive results.
  • Willingness to travel.



  • The position is located in our Los Angeles office.
  • We do not offer moving allowances from other cities.

Application Method

If you are passionate about our mission and believe you are the one we are looking for, please send us your resume with present and expected salary by clicking "Apply Now". We are looking forward to hearing from you.

Only shortlisted applicants will be contacted.  Personal data provided by job applicants will be kept in strict confidence and used only for recruitment and employment-related purpose in accordance with our personal data policies. By submitting your job application, you acknowledge that you have read, understood and accepted the HKTB’s Personal Information Collection Statement Pertaining to Job Application at here.

We are an equal opportunities employer.

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