Responsibilities

• Define and publish the Greater Asia brand strategy — positioning, audience segmentation, market sequencing, and the annual brand calendar
• Translate performance marketing and social signal into upstream content strategy: which IP, which genres, and which formats get made, and why
• Own the IP acquisition roadmap for agency-represented properties, spanning historical and contemporary titles — sourcing, prioritization, and the business case for each acquisition
• Partner with the Content and Production teams as the strategy client: you write the brief and hold the quality bar, they staff and execute, and a dedicated PM tracks delivery against your brief
• Run localized brand and social campaigns in market, including KOL and platform partnerships specific to Southeast Asia
• Report brand health and campaign efficacy on a monthly cadence, with a clear line from spend to audience growth

Requirements

• 8+ years in brand strategy, content marketing, or entertainment marketing, including at least 2 years setting strategy and executing it
• Proven experience across both Asian and Western markets — you have run campaigns in both and understand why a creative that works in one fails in the other
• Professional fluency in Mandarin and English, written and spoken
• Hands-on background in entertainment marketing and publicity — trailer strategy, release windows, press and platform coordination
• Demonstrable content judgment: you can articulate why a story works for a specific audience, not only how to distribute it
• Comfortable as a team of one to start, with the ability to build a function as the region scales
• Experience with short-form vertical drama, webtoon, web novel, or micro-drama formats a plus
• Existing relationships with distribution platforms or talent agencies across Greater Asia a plus
• Prior work at a Chinese-language streaming platform or studio a plus
• Humble, resourceful, and effective at influencing teams you do not manage