About AYP Group
AYP Group is a tech-enabled HR solutions provider, empowering businesses to hire, manage and pay employees across Asia Pacific with confidence since 2009. Our purpose is to provide peace of mind when expanding into new markets through our Employer of Record (EOR), Professional Employer Organisation (PEO), payroll and advisory services.
Role Overview
This is a hands-on content creation role responsible for producing bilingual (English/Chinese) B2B marketing content across AYP's key digital channels such as website, social media and EDMs. Content formats include short to long-form writing, basic graphics, and videos.
As a Bilingual Content Specialist, your role is to translate AYP's purpose, expertise, and market knowledge into clear, engaging storytelling that supports lead generation, brand building, and market education.
This role is ideal for a strong bilingual content creator who enjoys turning complex business topics into diverse and accessible content and continuously improving how ideas are communicated across different formats and platforms.
Key Responsibilities:
1. Content Creation
- Produce high quality English and Chinese content across multiple formats including articles, social media content, and campaign materials.
- Translate complex HR, employment, and global mobility topics into clear and engaging narratives
- Repurpose content across formats suitable for different channels
- Ensure all content aligns with AYP's brand voice, positioning, and messaging
2.Multi-channel distribution and optimisation
- Own the content calendar, distribute content to all relevant channels promptly.
- Interact and engage with the audience, discover lead opportunities.
- Support the execution of AYP's content strategy across relevant English and Chinese digital platforms
- Collaborate with the marketing team to align content with campaigns, events, and lead generation initiatives
3.Metrics tracking and reporting
- Track engagement and key performance metrics across all content channels.
- Identify patterns and areas of improvement.
- Continuously improve content formats, topics, and storytelling approaches.
- Share insights and learnings with marketing and sales teams.
4.Market & Audience Research
- Research and develop deep understanding of AYP's key target audiences and buyer persona, including founders, HR leaders, and business decision makers.
- Research competitors activity and topics relevant to business expansion, employer of record services, and international hiring.
- Use insights from sales conversations and market trends to improve content relevance and clarity.
- Continuously refine content topics and formats based on audience engagement.
Who You Are
- Strong writing ability in both English and Chinese.
- Able to translate complex business ideas into clear and engaging B2B content.
- Comfortable working across formats including articles, social media posts, and short videos.
- Structured, detail oriented, and able to manage multiple content deadlines.
- Familiar with social channels such as LinkedIn, WeChat, RedNote (Xiaohongshu).
- Familiarity with tools such as Canva, Capcut, and HubSpot will be a plus.
What Success Looks Like in 6-12 months
- Consistent production and timely distribution of high quality bilingual content across AYP's key marketing channels.
- Improved engagement and reach across LinkedIn and other digital platforms.
- Stay on brand with strong alignment between marketing content and AYP's core values.
- Demonstrated contribution to brand visibility and lead generation through content initiatives.
