Hayati®
Brand Manager
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About the Role
We are looking for a hands-on Brand Manager / Brand Marketing Specialist to support the growth and development of the Hayati brand in the UK market.
Working closely with our global marketing and brand teams in China and Hong Kong, this role will focus primarily on localising and executing global brand strategies in the UK, ensuring that brand initiatives, product launches and marketing activities are relevant to the local market and effectively delivered across appropriate consumer and trade touchpoints.
As the vaping and nicotine category continues to evolve within an increasingly regulated environment, the successful candidate will also work closely with Regulatory, Legal and Commercial teams to ensure that marketing activities are commercially effective and appropriately executed within applicable regulatory requirements.
Key Responsibilities
- Translate global brand strategies and marketing direction into effective, locally relevant UK execution plans.
- Plan and execute integrated brand marketing campaigns across appropriate online, offline, retail and trade channels.
- Support the development and execution of UK go-to-market plans for new products, including launch positioning, messaging, campaign materials and activation plans.
- Coordinate product launches across Marketing, Sales, Regulatory, Legal and other internal stakeholders to ensure timely and consistent market execution.
- Develop and adapt marketing materials, brand content, POSM, sales support materials and other campaign assets for the UK market.
- Manage local creative, media, activation and other external agencies or partners where required.
- Support appropriate digital, social media, PR, event and consumer engagement activities in line with brand guidelines and applicable regulatory requirements.
- Work closely with Commercial and Sales teams to support brand visibility, retailer activation, product launches and key channel initiatives.
- Monitor competitor activity, consumer trends, market developments and regulatory changes that may affect brand communication or marketing execution.
- Provide regular UK market feedback and insights to global brand teams to support future product, campaign and brand planning.
- Track campaign performance and brand KPIs, evaluate effectiveness and recommend improvements to future marketing activities.
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Requirements
- 5+ years of experience in brand marketing, product marketing or integrated marketing within the UK market.
- Strong experience executing consumer brand campaigns and product launches from planning through to market delivery.
- Good understanding of UK consumers, retail environment, culture and local market dynamics.
- Strong project management skills with the ability to coordinate multiple stakeholders and deliver campaigns within agreed timelines.
- Experience working with creative, media, digital or activation agencies.
- Strong commercial awareness and ability to work effectively with Sales and Commercial teams.
- Comfortable working within a global organisation where overall brand strategy is developed centrally and adapted for local market execution.
- Strong written and verbal communication skills in English.
Preferred Experience
- Experience within a regulated consumer category would be highly advantageous, particularly tobacco, vaping, nicotine products, consumer health or other categories where marketing activities are subject to significant regulatory restrictions.
- Experience in FMCG, consumer electronics, lifestyle products or other fast-moving consumer brands will also be considered.
- Previous experience supporting new product launches, retail activation, trade marketing or challenger brands in the UK market would be an advantage.
- A degree in Marketing, Advertising, Business or a related discipline is preferred but not essential where relevant professional experience can be demonstrated.
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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.
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.
In 2025, PAX completed a pre-IPO reorganisation of its corporate structure and governance framework, entering the preparation phase for a potential NASDAQ listing. 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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