Hayati®
Brand Manager
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Job Overview
We are looking for a Brand Communications Specialist to support the localisation and execution of global marketing campaigns for the UK market.
Working closely with our HQ Marketing and Creative teams, this role will act as the local voice of the UK market, providing consumer, cultural and creative input to ensure campaigns and brand communications are relevant, engaging and appropriate for UK audiences.
Key Responsibilities
- Localise HQ-led marketing campaigns, creative concepts and brand assets for the UK market, taking into account local culture, language, consumer behaviour and market context.
- Review creative materials from a UK market perspective, including visuals, copy, tone of voice, taglines, photography, video, POSM and digital assets, and provide clear recommendations to HQ teams.
- Provide ongoing insights into UK consumer preferences, cultural trends, competitor communications and emerging market trends to support creative and campaign development.
- Support the adaptation of global messaging and creative concepts to ensure they feel natural, relevant and culturally appropriate for UK audiences.
- Work closely with HQ Marketing and Creative teams, as well as UK Sales, PR, Regulatory and external agencies, to support effective campaign execution.
- Help ensure UK marketing communications remain on-brand, locally relevant and aligned with applicable regulatory requirements.
- Support campaign reviews and provide local market feedback to help improve future creative and marketing activities.
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Requirements
- Bachelor degree with 3+ years of experience in brand communications, marketing communications, integrated marketing, creative marketing, advertising or a related field.
- Strong understanding of UK consumers, culture, language and media/marketing trends.
- Strong creative judgement, with the ability to review and provide constructive feedback on both visual and written communications.
- Experience adapting global or centrally developed campaigns for local markets is highly desirable.
- Excellent written English with a strong understanding of British English, tone of voice and cultural nuance.
- Strong communication and stakeholder management skills, with experience working across teams and/or with external agencies.
- Experience in a regulated consumer category would be advantageous.
- Experience in vaping, tobacco, FMCG, consumer electronics or lifestyle brands would be beneficial but is not essential.
About PAX(Hayati®):
PAX, established in 2021 and headquartered in Hong Kong, operates globally. As a world-leading consumer electronics company, we focus on cutting-edge technologies.
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Hayati®, PAX’s flagship brand, was born in the UK and has since grown into one of Britain’s best-known consumer electronics brands, with a strong and expanding international presence. Alongside Hayati®, we continue to incubate and develop a diverse portfolio of brands—including Quokka®, Moxy®, Liora®, Finebar® and Philia®—each designed for different lifestyles, moments and markets around the world.
PAX Group Holdings Limited leads the Group’s global governance and long-term strategy, with operating offices across the UK, Germany and the UAE to support local markets worldwide. The Group’s exclusive Chinese mainland partner, PAX Innovations (Shenzhen) Limited, provides integrated R&D, branding, supply chain and quality management services, connecting our global brands with world-class manufacturing capabilities.
Guided by integrity as our core value, PAX is driven by innovation, centred on users, and committed to building for the long term and sustainable development. By combining dependable products with trusted partnerships, we work alongside consumers, partners, and the broader industry to shape a credible, future-oriented global ecosystem.
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