Marketing & Brand Manager at | Leeds, UK | £36K/yr – £51K/yr

Marketing & Brand Manager

Leeds, UK (Hybrid)

£36K/yr – £51K/yrMid LevelPermanent

Posted 3 weeks ago

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Job Summary

Own UK brand positioning and storytelling to translate Chinese heritage into authentic experiences, guided by a content-led plan across socials and cross-cultural narratives.

Brand positioning and identity development for UK audiences.
Content-led marketing across Instagram, TikTok, and relevant platforms with storytelling of Chinese crafts.
Cross-cultural storytelling and artisan collaboration to drive emotional connections and education.

Job Description

Brand Strategy & Development Develop and implement Lumine's long-term brand positioning strategy. Define and maintain brand identity, tone of voice and visual communication guidelines. Ensure consistency across all customer touchpoints and marketing channels. Build a distinctive lifestyle brand centred around creativity, craftsmanship and cultural experiences.
Content & Social Media Marketing Develop and execute content-led marketing strategies across Instagram, TikTok, Xiaohongshu (where relevant), Pinterest and other digital platforms. Plan engaging content that showcases workshops, handmade products and customer experiences. Produce storytelling content that communicates the cultural meaning behind Chinese traditional crafts. Monitor content performance and continuously optimise engagement, reach and conversion.
Cross-Cultural Storytelling Translate Chinese traditional crafts, heritage techniques and cultural values into narratives that resonate with UK audiences. Adapt cultural content without compromising authenticity. Collaborate with artisans and workshop instructors to create educational and inspiring marketing materials. Build emotional connections between customers and the stories behind each experience and product.
Business Development & Partnerships Develop partnerships with local creative communities, cafés, lifestyle venues and cultural organisations. Identify opportunities to collaborate with influencers, creators and community groups. Support brand awareness through strategic partnerships and co-branded events. Explore opportunities for corporate gifting and experiential workshops.
Campaigns & Events Plan and execute seasonal marketing campaigns, product launches and workshop promotions. Support the organisation of pop-up events, cultural festivals and private experience sessions. Oversee event branding, promotional materials and customer engagement activities. Coordinate with internal and external stakeholders to ensure successful event delivery.
Market Research & Customer Insights Monitor UK lifestyle, gifting and experience economy trends. Research competitors within handmade products, creative workshops and cultural experience markets. Analyse customer behaviour and provide recommendations for product development and marketing strategy. Identify new opportunities for audience growth and brand expansion.

Proven experience in marketing, brand management or content strategy.
Strong understanding of content-driven social media marketing.
Experience creating engaging short-form digital content.
Excellent storytelling and communication skills.
Strong visual and creative judgement.
Understanding of UK consumer behaviour, particularly among younger lifestyle-focused audiences.
Ability to manage multiple projects in a fast-paced startup environment.
Self-motivated, proactive and commercially minded.

Background in lifestyle, creative, cultural or consumer brands.
Experience in social media growth and community building.
Understanding of Chinese traditional culture, crafts or creative industries.
Experience in cross-cultural marketing.
Existing network within creative, cultural or lifestyle communities is advantageous.