Head of Commercial & Brand

The Head of Commercial & Brand is a strategic commercial and creative leadership role at Hong Kong Tramways. It is responsible for:

- Driving Hong Kong Tramways non-farebox revenues stream, leading the commercial, advertising, education and tourism strategies for Hong Kong Tramways. 

- Continuously uplifting Hong Kong Tramways from a historic transit system into a premium, iconic lifestyle brand that is highly relevant, beloved, and actively engaged with all generations.

Leading a team, this role is pivotal in driving revenue growth, enhancing the brand’s image as a premium and beloved lifestyle icon, and ensuring superior customer experience. 

Commercial & Brand 

The Commercial & Brand Department is currently made up of the following teams:

- Sales & Partnerships: In charge of developing B2B partnerships 

- Marketing & Branding: Responsible for the brand image, establishes branding-driven collaborations, creates visuals for HK Tramways operations.

- Operations & Project Management: In charge of the operational success of C&B department events.

- Tourism: In charge of the sightseeing tram “Tramoramic” P&L, of developing new tourism products, and to establish relations with tourism ecosystem.

- Charter Trams & Customer Service: In charge of party tram booking and clients/passengers enquiries.

- Public Relations & Corporate Communications: Responsible for external communications, media relations.

Key Responsibilities

Commercial & Sales Leadership

• Manage and optimize advertising revenue through the effective management of contracts with advertising agents for tram body and tram shelter media. Ensure rigorous contract compliance, manage renewal processes, and coordinate commercial & operational alignment.

• Develop and execute innovative commercial and sales strategies, including “Free Ride Days,” corporate partnerships, chartered trams, and farebox promotional schemes.

• Oversee the party tram and chartered tram business, from booking to execution, ensuring a high-quality and memorable customer experience.

Brand Management & Marketing

• Continue to develop a comprehensive branding strategy to elevate Hong Kong Tramways as a premium, lifestyle brand, with a particular focus on engaging and resonating with all generations, including younger ones.

• Lead the Marketing & Branding Unit to create and execute integrated marketing campaigns across various channels.

• Ensure brand consistency and integrity across all touchpoints.

Tourism & Guest Experience

• Lead all tourism-related activities, including the “Tramoramic” sightseeing tour and the upcoming “Foodie Tour.”

• Develop and maintain strong relationships with travel agencies, tourism boards, and other industry partners to drive HKT tourism revenue.

Educational & Community Engagement

• Consolidate the activity of “tramplus,” the educational arm of Hong Kong Tramways, by deepening partnerships with local schools and educational institutions, and successfully deliver extracurricular programs consistent with Tramways identity. tramplus is a “self-financed” CSR tool aiming at engaging the community and promoting the heritage of Hong Kong trams to younger generations. 

Customer Relations

• Manage the process for handling customer complaints and feedback, ensuring timely and satisfactory resolutions to maintain a positive brand image.

Team Leadership

• Lead and mentor 15-person team, while fostering a collaborative and high-performing team culture.

Qualifications & Experience

• Bachelor’s degree in Business, Marketing, or a related field. An MBA is a plus.

• Proven experience in a senior commercial and branding role, preferably in the advertising/media or tourism industry.

• Strong track record of developing and executing successful commercial and branding strategies.

• Demonstrated experience in managing contracts and partnerships.

• Excellent leadership and team management skills.

• Creative and strategic thinker with a passion for brand building.

• Strong financial and commercial acumen, contractual sense and intellectual rigor.

• Excellent communication, negotiation, and interpersonal skills.

• Fluency in English, Cantonese and Mandarin.