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EY Associate Director, Global Media Relations & Social Media – APAC in Hong Kong, China

Associate Director, Global Media Relations & Social Media – APAC

Core Business Services

Requisition # HON003KD

Post Date 2 days ago

Associate Director, Global Media Relations & Social Media – APAC

The Brand, Marketing and Communications (BMC) function has an important role to play in helping to achieve EY’s ambition to create long-term value as the world’s most trusted, distinctive professional services organization. We work hand in hand with the business to take services and solutions to market; bring our purpose, building a better working world, to life for our people, clients and communities; engage our people and build a high performing culture; and to build the commercial value and emotional resonance of the EY brand.

Through the collective power of BMC, and the other teams and specialists we work with, we aim to build a better working world by driving commercial value through distinctive marketing and communications that deliver measurable market impact.

The function is made up of over 2,000 professionals, working across the Executive and Regions in the following areas of specialism: Brand; Marketing; PR/Media Relations & External Communications; Internal Communications & Employee Engagement; Corporate communications.

BMC also includes a number of teams who are responsible for content development, editorial, webcasts, events-staging, strategy, planning and operations. Through the collective power of BMC, and the other teams and specialists we work with, we aim to build a better working world by driving commercial value through distinctive marketing and communications that deliver measurable market impact.

Function: Brand, Marketing & Communications (BMC)

Sub Function: Global Media Relations and Social Media

Job Rank: Associate Director

Scope: Global and APAC

Location: Hong Kong

The opportunity

EY Asia-Pacific (APAC) geographic area has been leading revenue growth at EY for several years and going from strength to strength. To accelerate this strong growth trajectory, EY is making further investments to accelerate its profile and support its NextWave growth ambitions. One of these investments is a newly created strategic role for an Associate Director - Media Relations & Social Media professional for the APAC geographic area. This dynamic and high-profile role will specifically support cross-EY global programs (including thought leadership and initiatives) and raise the external profile for the EY Area Managing Partner – APAC.

The ideal candidate is a seasoned, strategic media advisor, with the gravitas, communications and advisory skills to counsel and profile senior global stakeholders on core corporate and strategic communications priorities. The individual is confident, skilled and adept at counselling senior leaders, managing complexity, independently navigating a complex, multi-stakeholder cross cultural landscape and a varied and busy range of priorities, programs and issues.

The ideal candidate will have supported senior/board level leaders directly and be experienced across all of the elements of the PR mix, experience managing social media channels (including advising and supporting leaders with social media, creating social media content, commissioning social graphics and cards). The individual will also be a strong writer across a mix of materials (including press releases, messaging, op-eds, blogs, results reports, more). The individual will be able to forge trusted relationships within the EY global PR network of media relations professionals EY and APAC Branding, Marketing and Communications leaders, and working closely with countries in APAC to support key programs and deliver on EY priorities.

Your key responsibilities

In this role, you will play an important part in defining and agreeing the PR and social media strategies and initiatives for all APAC programs. In some cases, you will not only lead the planning, but execute the specific deliverables for the initiative. In other cases, you may be using our flex model and work with another Global Media Relations & Social Media team member who will execute the initiative(s) depending on the competing priorities and peak workloads. Overall, you will be the catalyst that pulls stakeholders together to drive strategic initiatives and enable revenue growth. To make that happen, you’ll need to build a strong internal network, demonstrate a good understanding of the business and have the ability to influence colleagues to bring your creative vision to life. You will also:

  • Develop and implement a PR and social media plan for the APAC area – in close alignment with the overall global plan. Leverage corporate level themes with EY priorities to develop a credible voice in the market for the APAC Area Managing Partner on the most critical topics for EY.

  • Develop an external relations contact program for the APAC Area Managing Partner (and other leaders as needed)

  • As part of the Global Media Relations & Social Media team’s ‘flex model’ provide strategic and executional support for major priority programs, initiatives, reports and events as required – such as Milken in Asia, any local WEF events and Asia cuts of key global surveys (like the Capital Confidence Barometer, etc). Position key global executives based in APAC as specialists on key industry issues and hot topics by proactively identifying opportunities for comment or pitching reports and placing op-eds/comment pieces.

  • Work across time zones and coordinate across the EY network of experienced PR professionals including sharing best practice; promoting EY leaders in local markets; exploring efficiencies for the group such as shared media monitoring and training.

  • Develop impactful PR, social programs and ideas that are provocative, shape the dialogue and drive brand favorability.

  • Increase the EY share of voice on relevant topics and themes in global media as well as on social media.

  • Write, commission, edit or review blogs, op-eds, announcements, social media posts, etc; identify media opportunities; create measurement reports as needed.

  • Develop and manage relationships with key journalists, primarily focused on international business media.

  • Contribute to an integrated global approach for all communication activity; PR, stakeholder relations and internal communication.

  • Manage PR agencies and contractors supporting EY global and APAC programs.

  • Be a resource to the EY PR network of professionals based in APAC - sharing best practices; promoting EY leaders in local markets; exploring efficiencies for the group such as shared media monitoring and training across the Area.

Skills and attributes for success

  • Extensive experience in managing and advising senior leadership on a day-to-day basis.

  • Strong writing and critical thinking to pull together plans, PR material or other things as needed.

  • Adaptable, outcome driven individual who thrives in a fast-paced environment and can sense direction, confirm and change course as needed.

  • An ability to work with complex, technical or specialist content.

  • A strong team player, yet confident driver of initiatives who thinks laterally and can lead and inspire a team through influencing skills.

To qualify for the role you must have

  • Proven experience creating sophisticated, strategic communications plans that are integrated and consider the broad paid, owned and earned media environment.

  • Experience in a global or regional cross-border role, successfully managing multiple complex projects at a global or regional level

  • Minimum 15-20 years’ PR and social media experience working in-house or within an agency, with direct experience managing major international campaigns, including integrated social media strategies.

  • Minimum 5-10 years’ direct experience supporting and influencing board-level senior management

  • Extensive PR and social media experience working in-house or within an agency, with direct experience managing board level leadership, major international campaigns, including integrated social media strategies

  • Experience managing diverse teams

  • Outstanding communication abilities and experience

  • Willingness and ability to work independently or collaboratively and to have a clear sense of escalation needs and sense of urgency on issues or projects.

Ideally, you’ll also have

  • Cultural awareness and sensitivity, as this role will involve daily interaction with people in countries around the globe.

  • Ability to challenge views/perspectives while securing buy-in within BMC and beyond

  • A self-starter with a “can do” attitude and the drive to get the job done; the potential to develop within the organization.

  • A passion for current affairs and business news that translates into an ability to drive a vision and newsjacking opportunities.

  • Experience in the B2B or professional services space and with major global brands.

What we look for

We’re looking for senior level, experienced, high-energy individuals who embrace change and innovation in order to ensure that we can continue to deliver world-class PR and social media initiatives in an ever-changing environment.

What working at EY offers

We offer a competitive remuneration package where you’ll be rewarded for your individual and team performance. Our comprehensive Total Rewards package includes support for flexible working and career development, and with FlexEY you can select benefits that suit your needs, covering holidays, health and well-being, insurance, savings and a wide range of discounts, offers and promotions. Plus, we offer:

  • Support, coaching and feedback from some of the most engaging colleagues around

  • Opportunities to develop new skills and progress your career

  • The freedom and flexibility to handle your role in a way that’s right for you

EY is committed to being an inclusive employer and we are happy to consider flexible working arrangements. We strive to achieve the right balance for our people, enabling us to deliver excellent client service whilst allowing you to build your career without sacrificing your personal priorities. While our client-facing professionals can be required to travel regularly, and at times be based at client sites, our flexible working arrangements can help you to achieve a lifestyle balance.

About EY

As a global leader in assurance, tax, strategy & transactions and consulting services, we’re using the finance products, expertise and systems we’ve developed to build a better working world. That starts with a culture that believes in giving you the training, opportunities and creative freedom to make things better. Whenever you join, however long you stay, the exceptional EY experience lasts a lifetime.

If you can confidently demonstrate that you meet the criteria above, please contact us as soon as possible.

Join us in building a better working world.

Apply now.