JOB SUMMARY
The job holder is responsible for the development of creative concepts of the following to help building public awareness and brand love for HKJC and HKJC racing amongst the Mainland PUBLIC/ YUC. The candidate will be primarily responsible for several deliverables:
(1) Generating 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) Resourceful in networking of the creative communities, artists, designers for potential collaboration.
(4) Responsible for the creative strategy development & creative assets guideline in the Mainland partnering with the brand communication teams, including but not limited to graphic visuals, video assets for social media and traditional media related.
(5) A key team member to ensure the sustainable creative development as well as delivery for mid-long term revenue generation.
MAJOR TASKS
(1) Generate 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) Perform primary market research with support from the insights and research team (e.g. KOL testing, select focus groups with consumer testing) of initial concepts and storylines for further refinement.
(4) Finalize a final set of concepts into IP’s with the initial set of digital and physical content ready for social media and physical rollout.
(5) 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 (e.g. Passion Cultivators, Spontaneous Moment Explorers)
(6) Develop and timely refresh the creative strategy & creative assets guideline in the Mainland partnering with the brand communication teams, including but not limited to graphic visuals, video assets for social media and traditional media related.
(7) Act as the Club’s creative voice for the mainland market and elevate and safeguard the organisation’s ability 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.
(8) 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
• Experience in creative marketing (especially upstream elements such as creative storytelling and initial concept storyboarding) will be particularly preferred
• Rich experience working with agencies including marketing/creative agencies
• Well-rounded skillset combining verbal / written communications, creative mind- set, brand / consumer trend savvy, and ability to implement and work across functions.
• Deep familiarity with Mainland China business environment is required, preferably with a large network of business contacts and professional vendor contacts.
• Rich networking with the creative communities
• Native level fluency in spoken English / Mandarin required; in particular, highly polished/eloquent writing skills in both English and Chinese is a must; Cantonese skills a plus but not required.
• Demonstrated experience and skills in problem solving and strategic marketing and product creative formulation.
• Proficiency in creative development related technical skills.