JOB SUMMARY
The job holder is responsible for supporting with impactful and brand-fit creative assets for the development of creative concepts of the following to help building public awareness and brand love for HKJC and HKJC racing amongst all the Mainland segments. The candidate will be primarily responsible for supporting several deliverables as following:
(1) Supporting the racing educational creative concepts and initial storylines / creative assets under the brand architecture and key communication strategy for broader public communication – e.g. horse cartoon series, intro to racing/ racing education, team racing related fun, general HKJC awareness…
(2) Working with agencies (or internal teams), turn these series of concepts into longer turn IP’s for the Club with regular updated content assets for social media, print and physical products
(3) Design the creative framework and guide all event communicational posts and materials to be consistent and brand-fit.
(4) Support in any additional for brand communication, segment-specific communication related.
(5) A key team member to ensure the sustainable creative development.
MAJOR TASKS
(1) Support initial concepts and storylines for the Club’s brand building and future customer outreach in the Mainland in order to generate racing interest and brand awareness/brand love – examples include horse cartoon series, “funny horse” series, intro to racing series, “heroes series”, team racing related concepts, etc for general management endorsement.
(2) Complete concept sketches (working with agency) of the initial concepts and storylines and form preliminary prototypes for market testing.
(3) Work together with the relevant agencies and the creative communities or IP partners, continuously produce new content / episodes of the different series in order to appeal to multiple Mainland target segments on a continuous basis.
(4) Act as the Club’s creative voice for the mainland market to produce a high volume of compelling and captivating content, from creative concept to adaptation of assets, bringing the Jockey Club brand to life across the web, mobile, social media, print, OOH, exhibitions, events, etc. with support from external agencies.
(5) Curate an ever-growing library of images and videos, art works and branding assets; ensure all files are stored, named and versioned according to protocols.
YOU SHOULD HAVE
• An education on creative background is preferred
• Experience in creative marketing (especially upstream elements such as creative storytelling and initial concept storyboarding) will be particularly preferred
• 7 years’ or above experience working on creative development related
• Well-rounded skillset combining verbal / written communications, creative mind- set, brand / consumer trend savvy, and ability to implement and work across functions.
• Familiarity with Mainland China business environment is required, preferably good understanding of the mainland social media platforms & general public/ YUC insights
• Native level fluency in spoken English / Mandarin required
• Good at communicational skills working with cross functional teams
• Proficiency in graphic design development related technical skills.