Role Purpose

This is a strategic, editorial-led role designed to elevate Aesop’s brand desirability in China through intellectual storytelling and purposeful partnerships. The role will serve as the brand’s narrative lead, bridging the gap between high-level Aesop philosophy and commercial business objectives. 

Key Responsibilities

1. Brand Content & Editorial Leadership

• Owned Social Channel Management: Direct the plan for Aesop’s owned channels (WeChat, RED are key), operating with the rigor of an “Editor-in-Chief” to produce insightful, creative content.
• Narrative Development: Lead the localization and creation of campaign assets (copy, video, and storytelling) that resonate with the local customers while maintaining Aesop’s soul.
• Agency Leadership: Independently manage social agencies, from the initial brief to the final execution, ensuring uncompromising quality and creative integrity.

2. Strategic Partnerships 

• Media Relations: Build and maintain deep-tier media relationships, moving beyond conventional PR to secure meaningful, high-value editorial collaborations.
• Cultural Partnership: Identify and develop long-term “Aesop Buddies” including artists, designers, and cultural institutions to build brand advocates and recruit new brand lovers.

3. Business Integration & Commercial Mind

• Commercial Narrative Alignment: Translate overarching business strategies into actionable communication plans. Develop bespoke content toolkits to support specific business channels (Retail, E-com, Wholesale) in driving both desire and conversion.

4. Cross-Functional Synergy

• Product Marketing & CRM: Provide high-quality narrative "hooks" that strengthen product desirability, and nurture customer connections.
• Creative & VM: Ensure cohesive and compelling storytelling across omni-channels.
• Zone & DMI Marketing: Facilitate the flow of information between local needs and global directions.

The Right Person

• Experience: 8-10 years of experience. A background as an Editor or within the Arts/Culture sector is highly preferred.
• Commercial Mind: Proven ability to link content to business. You should be able to answer how a story helps the brand grow.
• Communication: Exceptional Chinese copywriting and storytelling skills. High proficiency in English (verbal and business writing) for effective communication with Zone/DMI stakeholders.
• Management: Strong project management skills with the seniority to lead external partners and influence internal cross-functional teams.