General Manager, Marketing

About the role

The Hong Kong Tourism Board seeks a dynamic and visionary leader to steer its global marketing strategy. Reporting to the Executive Director, the General Manager, Marketing will shape Hong Kong’s destination brand, drive integrated campaigns, and build strategic partnerships that attract travelers worldwide.

Key responsibilities

• Formulate and execute global brand‑building strategies for Hong Kong as a premier travel destination.
• Lead the design and delivery of high‑impact global and regional marketing campaigns.
• Act as the organisation’s brand custodian, ensuring consistent positioning across all markets and platforms.
• Develop innovative initiatives to promote tourism products, mega‑events, and destination experiences.
• Oversee creation of compelling content and high‑quality promotional materials.
• Identify, cultivate, and manage strategic partnerships for co‑marketing and content distribution.
• Drive consumer engagement through digital, social media, and other communication channels.
• Manage a substantial marketing budget and establish performance metrics to optimise ROI.
• Lead, mentor, and grow a high‑performing marketing team.

Required profile

• University degree or higher in Marketing, Communications or a related field.
• Minimum 15 years of relevant experience, including at least 5 years in a senior leadership or Head of Department role.
• Strong strategic thinking, commercial acumen and ability to translate market insights into effective strategies.
• Proven success in global or regional marketing, brand management and large‑scale integrated campaigns.

Required skills

• Strategic brand development
• Integrated campaign management
• Digital and social media engagement
• Partnership development and co‑marketing
• Budget management and performance analytics