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Location:
HongKong

We are seeking a Content Sentiment Analyst to support a financial services client through a rebranding initiative and the development of a structured, scalable content library. This role focuses on evaluating, interpreting, and guiding content sentiment across channels to ensure alignment with brand positioning, customer expectations, and regulatory standards, with a strong emphasis on Chinese digital and social platforms.

Key Responsibilities

• Analyze and evaluate sentiment, tone, and emotional impact of financial services content across digital and social touchpoints

• Monitor and assess sentiment trends on local social media and content platforms (e.g. WeChat, Weibo, Xiaohongshu, Douyin)

• Use social listening and sentiment analysis tools to track brand perception, customer reactions, and emerging topics

• Define sentiment guidelines and frameworks aligned with brand strategy, customer trust, and regulatory expectations

• Assess how language choices influence perception, confidence, and engagement in FS communications

• Partner with copywriters, translators, UX designers, and brand teams to shape appropriate sentiment across user journeys (e.g. onboarding, education, disclosures, service)

• Review existing and proposed content to identify sentiment gaps, risks, or inconsistencies

• Build and maintain dashboards and regular sentiment reports to communicate insights clearly to internal teams and client stakeholders

• Translate quantitative and qualitative sentiment findings into clear, actionable recommendations

• Support structured content development by tagging, classifying, or scoring content sentiment where applicable

• Participate in stakeholder reviews and workshops to align on tone, sentiment intent, and user impact

• Ensure sentiment consistency across languages, markets, and channels when working with bilingual or multilingual content

Requirements

• 5–8+ years of experience in content analysis, sentiment analysis, content strategy, or UX‑related roles, preferably within financial services or regulated industries

• Strong understanding of sentiment analysis principles, tone evaluation, and audience perception in written content

• Must be familiar with Chinese social media platforms and content ecosystems (e.g. WeChat, Weibo, Xiaohongshu, Douyin)

• Hands‑on experience with social listening and sentiment analysis tools, such as Brandwatch, Meltwater, Talkwalker, Sprinklr, or equivalent platforms

• Experience creating and managing dashboards and reports using tools such as Power BI, Tableau, Looker, or similar analytics solutions

• Proven ability to synthesize data into clear insights and present findings confidently to senior stakeholders

• Strong understanding of financial services communication standards, customer expectations, and risk‑sensitive environments

• Excellent command of both English and Chinese with the ability to assess sentiment and nuance across languages and cross team collaborations

• Comfortable working with structured content models, content frameworks, or large‑scale content libraries

• Strong analytical mindset with high attention to detail and consistency

• Ability to collaborate cross‑functionally and communicate insights effectively

• Portfolio or case examples demonstrating sentiment analysis, reporting, and measurable impact on user experience or brand perception