Social Media Specialist

Role Summary

Bowtie is Hong Kong's first virtual insurer, building a modern, human-centred health insurance company. We are looking for a Social Media Specialist who can create compelling content, grow our online communities, and turn strategic priorities into measurable social outcomes.

This role suits someone who moves quickly, operates with high judgement, and enjoys collaborating across marketing, customer, product and design teams.

About The Role

The Social Media Specialist will lead the day-to-day planning, creation and optimisation of content across Bowtie’s social channels. You will translate product and marketing strategy into campaigns that build brand awareness, engage customers, and drive qualified traffic.

This is a hands-on role: you will write, schedule, publish, monitor and report on content while working with stakeholders to ensure alignment with broader business objectives.

Key Responsibilities

• Own and manage the social media content calendar, maintaining a consistent publishing cadence across Instagram, Facebook, Threads and YouTube community.
• Repurpose YouTube videos and turn relevant trending topics into timely, platform-native social media content.
• Collaborate with internal teams to identify relevant campaigns, business updates, product and service information, and customer needs, and translate them into clear and engaging social content.
• Monitor comments, inbox enquiries and relevant social conversations, and respond promptly and appropriately to questions, feedback and concerns related to Bowtie’s services, products and insurance.
• Monitor content and platform performance, identify actionable insights, and continuously optimise content formats, topics, posting strategies and community engagement.

About You

Experience &

Skills

• 2–4 years of relevant experience in social media, content marketing or community management.
• Hands-on experience in managing brand accounts on Instagram, Facebook and Threads.
• Strong Cantonese copywriting skills, with the ability to develop clear and engaging social media content.
• Good understanding of Hong Kong social media culture, audience behaviour and current trends.
• Ability to create and repurpose content for different social media platforms and audiences.
• Experience in using social media analytics to review performance and improve content.
• Practical experience in using AI tools to support content creation and production.
• Good judgement in community management, brand voice and compliance.
• Ability to manage multiple tasks independently while working closely with different internal teams.
• Personal Qualities
• Proactive, responsive and collaborative.
• Creative, audience-focused and comfortable with fast-moving social media trends.
• Strong communication, teamwork and storytelling skills.
• Detail-minded, dependable and service-minded.
• Advantageous Experience
• Knowledge of insurance or experience handling insurance-related content.
• Experience in working in financial services, healthcare or another regulated industry.
• Experience in managing customer-facing comments and enquiries.
• We Offer
• Competitive package.
• Flexible work arrangement.
• Medical / dental coverage and wellness programmes.
• Employee discounts.
• Fun, collaborative, and flexible startup culture.
• Weekly sharing sessions, regular social gatherings and Professional Development Sponsorship.

About BowtieWe are the first licensed virtual insurer (虛擬保險公司) in Hong Kong.

We believe that insurance is fundamentally good, and we are here to bring the good back through our passionate, innovative, and customer-centric team.

By combining our deep domain expertise and our own proprietary modern technology, we are building one of the most iconic, category-defining health insurance companies in Asia.

We take pride in moving fast all the time and our track record in moving ahead in the game. Our digital insurance platform is also ranked #2 in the world in Sia Partners' 2023 report.

As we grow, we're always looking for highly dynamic, hands-on, and passionate talent to join our team. If you are looking for a rewarding career where you will grow together with strong talents from different backgrounds and build products and services that bring a positive impact on the lives of millions of people in Hong Kong / Asia, apply to our opening today!

Information collected will be treated in strict confidence and used solely for recruitment purposes.

The company will retain all applications no longer than 24 months of which will be destroyed thereafter.

We are an equal-opportunity employer. We do not discriminate on the basis of race, sex, disability, or family status in the employment process.