Social Media Manager | Pasadena, CA, USA

Social Media Manager Introduction Since 1973, East West Bank has served as a pathway to success. With over 110 locations across the U.S. and Asia, we are the premier financial bridge between the East and West. Our teams of experienced, multi-cultural professionals help guide businesses and community members on both sides of the Pacific looking to explore new markets and create new opportunities, and our sustained growth and expertise in industries like real estate, entertainment and media, private equity and venture capital, and high-tech help build sustainable businesses and expand our associates' potential for career advancement. Headquartered in California, East West Bank (Nasdaq: EWBC) is a top-performing commercial bank with a strong foundation, an enterprising spirit and a commitment to absolute integrity. East West Bank gives people the confidence to reach further. Overview The Social Media & Digital Engagement Manager will lead the Bank's enterprise social media strategy, governance, content, creator partnerships, and engagement across English and Chinese-language platforms. This strategic, hands-on leader will use owned and external channels to strengthen brand equity, customer relationships, executive visibility, and business growth. The role will manage a social media team and collaborate with Brand Marketing, Public Relations, Media & Advertising, Business Lines, Legal, Compliance, Risk Management, and Executive Leadership. English and Mandarin Chinese bilingual proficiency is highly desirable. Responsibilities Social Media Strategy & Leadership • Develop and execute an enterprise social media strategy across English and Chinese-language platforms, with clear channel priorities, governance, performance goals, and alignment to brand and business objectives. • Lead key platforms, including LinkedIn, Instagram, Facebook, WeChat, RedNote, and emerging channels, with culturally relevant and consistent content. • Develop the social media team and manage agency and vendor partners while building audience engagement, affinity, and customer relationships. Brand Storytelling & Content Strategy • Lead content planning and editorial strategy across social channels, ensuring alignment with the Bank's brand voice, values, and priorities. • Develop content that highlights expertise, customer impact, community involvement, sponsorships, culture, and thought leadership. • Build and manage a creator strategy aligned with the Bank's brand, audiences, and business objectives to extend campaign reach, strengthen credibility, and support customer acquisition and conversion. Executive Visibility & Thought Leadership • Amplify executive perspectives, company achievements, business initiatives, community engagement, and corporate milestones to strengthen thought leadership across social platforms. Reputation Management • Monitor conversations, sentiment, reputation, risks, and opportunities across social channels. • Develop response and escalation protocols with Corporate Communications, Legal, Compliance, and Risk Management. Revenue Support & Demand Generation • Partner with business line and media teams to align organic and paid social efforts that support awareness, consideration, customer growth, and campaign performance. Employee Advocacy & Social Governance • Establish social media policies, governance, and employee education covering brand standards, regulatory requirements, and appropriate practices. • Partner with Enterprise Risk Management, Compliance, Legal, Human Resources, and Public Relations to mitigate reputational and regulatory risk. Analytics & Performance Optimization • Define KPIs and monitor audience growth, engagement, sentiment, share of voice, reputation, and business performance. • Provide executive insights and use performance trends to optimize content, channels, and engagement. Qualifications Required • Bachelor's degree in Marketing, Communications, Journalism, Public Relations, Business, or related field. • 10+ years of progressive experience in social media, digital or brand marketing, corporate communications, or related disciplines, including 3+ years of people leadership. • Demonstrated success building enterprise social strategies and executive thought leadership programs. • Strong knowledge of social platforms, content strategy, audience engagement, analytics, and reputation management. • Exceptional communication, presentation, analytical, strategic planning, and cross-functional collaboration skills. • Experience in a highly regulated industry, preferably financial services. Preferred • Bilingual in English and Chinese (Mandarin preferred). • Experience managing WeChat, RedNote, and multicultural marketing initiatives. • Experience within banking, financial services, wealth management, fintech, or related industries. • Experience with social listening and social media management platforms such as Sprinklr, Brand watch, Meltwater, Sprout Social, or similar tools. • Experience managing agency partners and external vendors, with preference for candidates who have worked at a creator agency, talent or creator management firm, social platform, or brand-side influencer marketing program. Applicants must have legal authorization to work in the United States. We do not offer visa sponsorship at this time. Compensation The base pay range for this position is USD $100,000.00/Yr. - USD $135,000.00/Yr. Exact offers will be determined based on job-related knowledge, skills, experience, and location.