Senior Marketing Manager - Asia in London

The Smiley Company is a globally renowned, award-winning licensor working with leading licensees and premier retail partners to bring our family of brands to life.

Our presence spans fashion, home, entertainment, lifestyle and consumer goods categories.

For over 50 years, Smiley has inspired optimism and creativity through innovative, iconic products that remind people of the power of a smile.

We are a dynamic international business where creativity, collaboration and entrepreneurial thinking drive everything we do.

The Role

Based in London and reporting directly to the Managing Director, Greater China, this is a senior marketing role responsible for leading the brand's marketing strategy across one of Smiley's most important growth regions.

You will develop and deliver integrated marketing campaigns that build brand awareness, support commercial growth and strengthen consumer engagement across Mainland China, Hong Kong, Taiwan and Macau.

Working closely with the Global Marketing Team, Licensing Team, partners and external agencies, you will localise global campaigns, drive innovative marketing initiatives and ensure consistent brand execution across every consumer touchpoint.

This role requires a commercially minded marketer with strong strategic thinking, exceptional project management skills and a deep understanding of the Greater China consumer landscape.

Key Responsibilities

• Develop and deliver the annual Greater China marketing strategy aligned with business objectives.
• Lead integrated 360° marketing campaigns across digital, retail, PR, partnerships, events and social media.
• Create local marketing plans that support business growth and maximise consumer engagement.
• Identify new marketing opportunities that strengthen brand awareness and long-term loyalty.
• Brand & Product Marketing
• Localise global marketing campaigns while maintaining brand consistency.
• Support product launches with effective go-to-market strategies and campaign execution.
• Review marketing assets and provide brand guidance to partners and agencies.
• Ensure all consumer-facing communications reflect Smiley's global brand standards.
• Lead the social media strategy across key Greater China platforms.
• Monitor campaign performance, audience engagement and ROI, using insights to optimise future activity.
• Stay ahead of consumer, digital and cultural trends to identify innovative marketing opportunities.
• Stakeholder & Agency Management
• Build strong relationships with internal teams, licensees, distributors and strategic partners.
• Manage external agencies, campaign timelines and marketing budgets.
• Provide regular reporting, campaign analysis and strategic recommendations to senior leadership.
• Collaborate across commercial, licensing and global marketing teams to ensure successful campaign delivery.

Requirements

• Fluent in Mandarin
• Bachelor's degree in Marketing, Business or a related discipline, or equivalent experience.
• 7+ years' experience in brand, digital or integrated marketing.
• Strong understanding of the Greater China digital ecosystem, social platforms and consumer behaviour.
• Experience working with licensing partners, distributors or consumer brands.
• Commercially minded with excellent analytical and problem-solving skills.
• Strong project management and stakeholder management experience.
• Confident managing multiple priorities in a fast-paced international environment.
• Excellent communication and presentation skills.
• Fluent in both English and Mandarin.
• Salary & Benefits
• Performance-related bonus
• 33 days holiday (including bank holidays)
• WFH Fridays
• Access to Perkbox and Vitality health insurance
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