Senior Marketing Manager – Greater China

About the role

Based in London and reporting to the Managing Director for Greater China, the Senior Marketing Manager will shape and execute Smiley's marketing strategy across Mainland China, Hong Kong, Taiwan and Macau. You will lead integrated campaigns that boost brand awareness, drive commercial growth and deepen consumer engagement.

Key responsibilities

• Develop and deliver the annual Greater China marketing strategy aligned with business objectives.
• Lead 360° integrated campaigns across digital, retail, PR, partnerships, events and social media.
• Localise global campaigns while maintaining brand consistency and support product launches with go‑to‑market plans.
• Define and execute social media strategy on key Greater China platforms, monitor performance and optimise based on insights.
• Build strong relationships with internal teams, licensees, distributors and external agencies, managing timelines and budgets.
• Provide regular reporting, analysis and strategic recommendations to senior leadership.

Required profile

• Bachelor’s degree in Marketing, Business or a related discipline, or equivalent experience.
• 7+ years of experience in brand marketing, preferably within consumer‑focused sectors.
• Deep understanding of the Greater China consumer landscape.
• Strong strategic thinking and commercial mindset.

Required skills

What we offer

• Opportunity to lead marketing for a globally recognised brand.
• Collaborative international environment with creative and entrepreneurial culture.