Smiley Company
Partnerships Executive – Greater China
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About Smiley
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.
Purpose of the Role
The Partnerships Executive supports Smiley’s commercial growth in Greater China by identifying and developing new licensing opportunities, strategic partnerships and brand collaborations.
Based in London, you will build relationships with prospective licensees, retailers, manufacturers and brand partners, turning initial opportunities into commercially viable proposals and successful agreements.
The role combines proactive business development with relationship management and market research. You will use your understanding of the Chinese consumer and retail landscape to identify partners, categories and channels that offer strong potential for Smiley’s brands.
This part-time role would suit a commercially minded individual with relevant market contacts, an entrepreneurial approach and the ability to progress opportunities independently.
Key Responsibilities
Business Development and Market Expansion
- Identify and develop new commercial opportunities across Greater China.
- Research prospective partners whose products, audiences and market positioning align with Smiley’s brands.
- Explore opportunities across new licensing categories, retail channels and distribution platforms.
- Initiate outreach and develop relationships with relevant commercial contacts.
- Assess opportunities for their commercial potential and suitability for the brand.
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Partnerships and Relationship Development
- Build and maintain relationships with prospective licensees, brands, retailers, manufacturers and strategic partners.
- Develop an understanding of each prospective partner’s business, objectives and customer base.
- Identify opportunities for licensing, co-branding, promotional campaigns and experiential collaborations.
- Maintain regular communication with prospective partners to progress discussions and agree next steps.
- Represent Smiley in relevant partner meetings, industry events and networking opportunities.
Proposals and Commercial Negotiations
- Develop partnership concepts, proposals and commercial presentations tailored to prospective partners.
- Communicate the value of Smiley’s brands and the commercial opportunities available.
- Manage opportunities from initial outreach through proposal development, negotiation and agreement.
- Support commercial negotiations and deal structuring, working with relevant internal colleagues.
- Coordinate internal input and approvals to help move opportunities towards completion.
Market Insight and Pipeline Reporting
- Monitor consumer behaviour, market trends and competitor activity across Greater China.
- Identify emerging brands, platforms and consumer trends that could create new partnership opportunities.
- Maintain an accurate and organised partnership pipeline, recording progress, next steps and key information.
- Provide regular updates on prospective deals, commercial progress and any barriers to completion.
- Use market insight to recommend priorities for business development activity.
Key Skills and Experience
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- At least two years’ experience in business development, partnerships, licensing, consumer products, fashion, entertainment, media or a related sector.
- A strong understanding of the Chinese market, including its consumer, retail and commercial landscape.
- An established network of relevant contacts across brands, retailers, manufacturers, licensees or platforms, particularly in China.
- A proven ability to identify and develop new commercial opportunities.
- Strong communication, presentation and relationship-building skills.
- Confident negotiation skills and sound commercial judgement.
- The ability to develop partnership proposals that meet both Smiley’s and prospective partners’ objectives.
- A proactive, entrepreneurial approach and the ability to work independently.
- Strong organisation and the ability to manage priorities within a part-time schedule.
- Fluency in Mandarin and English is essential.
- Previous experience working with international brands or intellectual property is an advantage.
Working Arrangements
This is a London-based, on-site, part-time position, expected to require approximately three days per week, depending on business needs.
The working schedule will be agreed around clear objectives, deliverables and commercial priorities, with flexibility to accommodate partner meetings and business development activity.
Salary and Benefits
- Competitive base salary and sales commission
- 33 days’ holiday, including bank holidays pro rata
- Pension scheme
- Work from home on Fridays
- Access to Perkbox and Vitality health insurance
If you are a commercially driven leader who enjoys building teams, developing partnerships and shaping the growth of a globally recognised brand, we would love to hear from you.
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