Yibi Hantang | China Lifestyle Extension Partner
Brand Strategy Manager – China Market Localization
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Brand Strategy Manager – China Market Localization
Location: London, United Kingdom
About Yibi Hantang
Yibi Hantang is the brand growth and lifestyle licensing platform of Yibi Group, created to support selected global fashion, beauty, fragrance, and lifestyle brands as they explore controlled growth opportunities in China.
We help brands evaluate China market potential through consumer insight, lifestyle category validation, product and content coordination, selective channel testing, and brand governance.
Our focus is controlled growth. We work with brands to explore carefully structured partnership models, limited-category pilots, selected channels, and disciplined approval processes before any larger market expansion.
For international brands, Yibi Hantang helps translate brand worlds into China-relevant lifestyle opportunities while protecting long-term brand equity, creative control, and brand consistency.
Job Overview
We are looking for a Brand Strategy Manager based in London to support Yibi Hantang’s brand partnership and China market localization work with international luxury, fashion, beauty, fragrance, and lifestyle brands.
This role sits at the intersection of brand strategy, China market insight, localization, content direction, and cross-cultural communication. You will help interpret global brand positioning, identify China-relevant lifestyle opportunities, and support the development of brand-respecting proposals, pilot frameworks, and communication guidelines.
The ideal candidate understands how luxury and premium brands protect brand equity, how global brand standards are managed, and how China’s consumer and content landscape can create new opportunities when approached with discipline and sensitivity.
Key Responsibilities
Brand Strategy & Localization Framework
- Support the interpretation of global brand positioning, heritage, visual codes, tone of voice, product universe, and communication guidelines for selected brand partnership opportunities.
- Develop China market localization frameworks that translate brand identity into relevant consumer scenarios, content themes, lifestyle categories, and communication principles.
- Help define how selected categories, especially fragrance, home fragrance, gifting, lifestyle objects, and other controlled extensions, could support brand relevance in China.
- Ensure all proposed China market initiatives respect the brand’s original positioning, aesthetic standards, and long-term equity.
- Support the creation and maintenance of brand reference materials, including brand DNA summaries, visual standards, content guidelines, approval checklists, and localization notes.
Brand Partnership & Proposal Support
- Work closely with the strategic partnerships team to support brand-specific pitch decks, China opportunity assessments, localization proposals, and pilot planning documents.
- Conduct research on target brands, including heritage, creative direction, product architecture, existing licensing activities, lifestyle relevance, China visibility, and potential extension opportunities.
- Translate China consumer insight and market dynamics into clear, credible, and brand-sensitive narratives for global brand headquarters.
- Participate in selected brand meetings and support follow-up materials, meeting summaries, proposal refinements, and internal alignment documents.
- Assist in early-stage brand due diligence from a positioning, category, content, and China relevance perspective.
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Content, Creative & Communication Direction
- Support the development of China-relevant content directions for controlled pilot projects, including launch narratives, campaign themes, product storytelling, channel roles, and consumer scenarios.
- Review localized content concepts to ensure they remain consistent with the brand’s tone, visual discipline, and cultural meaning.
- Coordinate with China-based marketing, content, product, and commercial teams to ensure brand guidelines are clearly understood and applied.
- Support the adaptation of global brand materials into China-relevant communication while avoiding over-localization or dilution of brand meaning.
- Work with external creative partners, content teams, agencies, or event partners when needed to ensure quality and brand consistency.
Cross-Cultural Coordination & Project Management
- Serve as a key coordination point between London-based or European brand conversations and China-based execution teams.
- Manage timelines, workstreams, project documents, internal briefs, and approval materials for brand strategy and localization projects.
- Support communication across internal teams, including brand, product, design, legal, marketing, commercial, and supply chain.
- Help prepare bilingual or English-language reports, presentations, and project updates for internal management and prospective brand partners.
- Ensure project outputs are delivered with strong attention to detail, strategic clarity, and high aesthetic standards.
Market Insight & Learning
- Monitor China’s luxury, fashion, beauty, fragrance, lifestyle, gifting, and content-driven consumer landscape.
- Track relevant platforms, consumer behaviors, cultural shifts, brand collaborations, retail formats, and lifestyle trends that may inform China market opportunities.
- Support the development of pilot learning frameworks, including consumer feedback, content response, channel learning, brand perception, and commercial indicators.
- Translate pilot findings into clear recommendations for future brand strategy and partnership development.
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Requirements
Essential Requirements
- 3–6 years of experience in brand strategy, luxury marketing, brand management, content strategy, localization, consulting, or strategic partnerships.
- Experience or strong familiarity with luxury, fashion, beauty, fragrance, home, lifestyle, or premium consumer brands.
- Strong understanding of brand equity, brand governance, visual identity, tone of voice, and premium consumer communication.
- Familiarity with China’s luxury, beauty, fragrance, lifestyle, gifting, and content-driven consumer market.
- Ability to translate brand positioning and consumer insight into clear strategy, content direction, and localization recommendations.
- Strong writing, storytelling, deck-building, and presentation skills.
- Excellent cross-cultural communication and project management ability.
- High aesthetic sensitivity, strong attention to detail, and respect for brand standards.
- Fluent English communication skills. Mandarin Chinese is strongly preferred.
- Legal right to work in the United Kingdom.
Preferred Qualifications
- Experience working with or for luxury houses, fashion brands, beauty groups, fragrance brands, home lifestyle brands, creative agencies, or brand consultancies.
- Experience supporting brand licensing, category extension, international market entry, or China-related brand projects.
- Familiarity with Xiaohongshu, Douyin, WeChat, Tmall Luxury Pavilion, or China luxury consumer platforms.
- Experience preparing brand strategy documents, localization guidelines, pitch decks, market insight reports, or campaign briefs.
- Ability to work across European brand headquarters and China-based teams.
- Strong interest in fragrance, home fragrance, gifting, lifestyle rituals, and brand world extension.
What We Offer
- A strategic brand role supporting Yibi Hantang’s international brand partnership and China localization work.
- The opportunity to work across luxury, fashion, beauty, fragrance, home, and lifestyle categories.
- Direct exposure to China market strategy, lifestyle licensing, brand governance, and controlled growth pilot projects.
- Close collaboration with China-based brand, product, consumer insight, marketing, and commercial teams.
- Competitive compensation package.
- An international, entrepreneurial, and high-performance working environment.
Equal Opportunity Statement
We are committed to building a diverse and inclusive team. We welcome candidates from all backgrounds who bring professionalism, cultural understanding, strategic thinking, and a strong respect for brand value.
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