Senior Brand Communication Manager, North Asia

📌 Core Information

🔹 Job Title: Senior Brand Communication Manager, North Asia

🔹 Company: Aesop

🔹 Location: Shanghai Head Office, China

🔹 Job Type: Full-time

🔹 Category: Marketing & Communications

🔹 Date Posted: May 22, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Executing regional brand priorities and projects to maintain and enhance Aesop's difference and position the brand to connect with stakeholders.
• Developing effective relationships with global and regional stakeholders and local marketing teams across Asia to deliver brand communication programs with a focus on digital-first, public relations, and key advocates and influencers' management.
• Identifying strong publicity, brand-aligned partnerships, and social content amplification opportunities to promote Aesop's brand health and equity.
• Maintaining a strong leadership role in a matrix organization, working with senior marketers in-market locally and global stakeholders at head office in London.

ASSUMPTION: This role requires a strategic and creative thinker with a strong understanding of brand management, public relations, and digital marketing to drive Aesop's brand presence and equity in the North Asia region.

📋 Key Responsibilities

✅ Manage, implement, and activate key brand projects to secure impactful and high-quality coverage and publicity.

✅ Lead, manage, and coordinate the request for media interviews, attendance, and responses with key spokespeople.

✅ Develop the calendar of brand content opportunities at market level and build this into the overarching Asia marketing calendar for the region.

✅ Review and identify key media (online and offline) and brand advocate relationships and activities together with local marketing teams to ensure flawless implementation.

✅ Induct, train, and manage the pitch & selection of any external PR agencies and lead brand induction and immersion for external parties and any new joiners in Aesop.

✅ Lead the management and collation of effective Asia media and content creators reporting that aligns to Global reports and standards.

✅ Work with Global and local marketing on identifying and implementing any brand-aligned partnerships and content (from brand partnerships, digital advocates, sponsorships, etc).

✅ Build relationships with brand-aligned organizations to seek and identify brand alignments and sponsorships which enhance the brand at the regional level.

✅ Guide and manage briefing into Global & Regional Creative together with local teams for key brand projects in the region.

✅ Work with markets & Global Social & Digital Marketing team to budgets planned for paid media, social media content according to the brand strategy and support on any brand content local asset planning on owned (global & local channels), earned, and paid (local platforms).

✅ Ensure an integrated 360 marketing strategy through all relevant digital platforms and any possible offline initiatives and delivers an exceptional customer experience.

✅ Together with agency & markets to collate insight and monitor social media share of voice to understand Aesop positioning, consumer sentiment, and share insights with relevant stakeholders.

✅ Plan and manage regional marketing budget to spend effectively across various marketing functions.

✅ Organize press trips and guide local markets to deliver successful press and customer events and drive awareness and traffic for campaign launches.

ASSUMPTION: This role requires a high level of autonomy and the ability to work effectively in a matrix organization, collaborating with various stakeholders across different markets and time zones.

🎯 Required Qualifications

Education: Bachelor's Degree in Marketing, Public Relations, or a related field.

Experience: 5-10 years of solid marketing experience, with a focus on Public Relations and Digital Marketing.

Required Skills:

• Practical understanding and knowledge of PR, Influencer Management, and Digital Marketing.
• Strong written and verbal communication skills – great communicator.
• Strong collaborative working style and listening skills.
• Unparalleled attention to detail and project management skills.
• Ability to coordinate and collaborate with different markets in Asia, establish rapport with other teams within the company, facilitate information sharing, and be persistent to deliver the right publicity outcome online and offline.
• A practical, positive attitude and adept at problem-solving.
• Solid leadership and management skills, with strong influencing and stakeholder management and communications skills.

Preferred Skills:

• Experience working in the luxury or beauty industry.
• Fluency in Mandarin or other Asian languages.

ASSUMPTION: Candidates with experience in brand management, public relations, and digital marketing within the luxury or beauty industry may have an advantage in this role.

💰 Compensation & Benefits

Salary Range: Based on industry standards for a Senior Brand Communication Manager role in China, the estimated salary range is CNY 450,000 - 600,000 per year.

Benefits:

• Competitive benefits package, including health insurance and retirement plans.
• Opportunities for professional development and growth within the company.
• Generous product allowance and discounts on Aesop products.

Working Hours: Full-time position, with standard office hours Monday to Friday. Occasional work on weekends may be required to attend events or manage crises.

ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Aesop operates in the personal care product manufacturing industry, focusing on skin care, hair care, and body care products. The company is known for its high-quality, vegan, and cruelty-free products, as well as its commitment to sustainability and the arts.

Company Size: Aesop is a mid-sized company with approximately 2,343 employees worldwide. This size allows for a more intimate work environment with ample opportunities for growth and collaboration.

Founded: Aesop was established in Melbourne, Australia, in 1987. The company has since expanded globally, with headquarters in both Melbourne and London, and satellite offices and stores in many parts of the world, including New York, Paris, Tokyo, and Hong Kong.

Company Description:

• Aesop is committed to formulating skin, body, and hair care products of the finest quality, as well as fragrance and accessories for the self and home.
• The company is dedicated to using only ingredients with a proven record of safety, efficacy, and sustainability, and is certified as a B Corp™ for its commitment to social and environmental performance, transparency, and accountability.
• Aesop supports the arts as an avenue through which to inspire, learn, and communicate, and explores and supports various artistic disciplines through its arts program.

Company Specialties:

• Skin care
• Hair care
• Body care
• Fragrance
• Accessories for the self and home

Company Website: https://www.aesop.com/

ASSUMPTION: Aesop's commitment to quality, sustainability, and the arts sets it apart in the personal care product manufacturing industry and creates a unique work environment for employees.

📊 Role Analysis

Career Level: This role is a senior-level position, reporting directly to the Head of Marketing, Asia. The Senior Brand Communication Manager will be responsible for leading and managing regional brand communication projects and teams.

Reporting Structure: The Senior Brand Communication Manager will work closely with senior marketers in-market locally and global stakeholders at head office in London. This role will also collaborate with regional digital commerce, retail, training, and internal communication teams to achieve regional and market objectives.

Work Arrangement: This is an on-site position based in Shanghai, China. Occasional travel may be required to attend events, manage crises, or visit other Aesop offices and markets.

Growth Opportunities:

• As a senior-level position, this role offers opportunities for career progression within Aesop's marketing and communications department or other areas of the business.
• The company's global presence provides opportunities for international assignments or relocation.
• Aesop's commitment to professional development and growth enables employees to expand their skills and advance their careers within the company.

ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential for career advancement and international exposure within Aesop's global organization.

🌍 Location & Work Environment

Office Type: Aesop's Shanghai Head Office is a modern, collaborative workspace designed to foster creativity and innovation.

Office Location(s): Shanghai Head Office, China

Geographic Context:

• Shanghai is a major commercial and financial hub in China, with a vibrant culture and diverse population.
• The city offers a mix of modern and traditional architecture, with numerous historical sites, museums, and cultural attractions.
• Shanghai has a humid subtropical monsoon climate, with mild winters and hot, humid summers.

Work Schedule: Standard office hours are Monday to Friday, 9:00 AM to 6:00 PM, with a one-hour lunch break. Occasional work on weekends may be required to attend events or manage crises.

ASSUMPTION: Working in Shanghai offers a unique blend of cultural experiences and professional opportunities, with a dynamic and fast-paced work environment.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the Aesop careers website.
• Phone or video screening with the HR department to assess cultural fit and basic qualifications.
• In-depth interviews with the hiring manager and other relevant stakeholders to discuss the candidate's experience, skills, and fit for the role.
• Final interviews or assessments, which may include case studies or presentations, to evaluate the candidate's problem-solving skills and strategic thinking.

Key Assessment Areas:

• Brand management and strategy
• Public relations and media relations
• Digital marketing and social media management
• Project management and stakeholder communication
• Cultural fit and alignment with Aesop's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Demonstrate your understanding of Aesop's brand and values in your application materials.
• Prepare examples of your past work that showcase your ability to manage brand communication projects and drive results.
• Research Aesop's competitors and industry trends to show your knowledge of the market and your ability to think strategically about the brand.

ATS Keywords: Brand management, public relations, digital marketing, project management, stakeholder communication, luxury or beauty industry, Mandarin or other Asian languages

ASSUMPTION: Aesop's recruitment process is designed to assess candidates' technical skills, cultural fit, and strategic thinking, with a focus on finding the best fit for the company's unique brand and values.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Google Workspace (Gmail, Google Docs, Google Sheets, Google Slides)
• Project management tools (e.g., Asana, Trello, Microsoft Project)
• Social media management platforms (e.g., Hootsuite, Buffer, Sprout Social)
• Media monitoring and analytics tools (e.g., Mention, Brand24, Hootsuite Insights)

ASSUMPTION: The specific tools and technologies required for this role may vary depending on Aesop's internal systems and the candidate's areas of focus within the brand communication function.

👔 Cultural Fit Considerations

Company Values:

• Craftsmanship: A commitment to quality, attention to detail, and continuous improvement.
• Integrity: Honesty, transparency, and ethical decision-making in all aspects of the business.
• Generosity: A willingness to share knowledge, resources, and support with colleagues, partners, and communities.
• Sustainability: A commitment to minimizing Aesop's environmental impact and contributing positively to the communities in which it operates.

Work Style:

• Collaborative: Aesop values teamwork and cross-functional collaboration to drive innovation and results.
• Adaptable: The company operates in a dynamic and evolving market, requiring employees to be flexible and adaptable to change.
• Creative: Aesop encourages employees to think outside the box and approach challenges with a creative mindset.

Self-Assessment Questions:

• How do you embody Aesop's commitment to craftsmanship in your daily work?
• Can you provide an example of a time when you demonstrated integrity in a professional setting?
• How do you approach collaboration and knowledge-sharing with colleagues and partners?
• What steps have you taken in your personal or professional life to contribute to sustainability and environmental responsibility?

ASSUMPTION: Aesop's company culture is built on a foundation of craftsmanship, integrity, generosity, and sustainability, with a strong emphasis on collaboration, adaptability, and creativity.

⚠️ Potential Challenges

• Managing multiple stakeholders across different markets and time zones requires strong communication, project management, and time management skills.
• Working in a fast-paced and dynamic market may present challenges in keeping up with industry trends and adapting to change.
• Balancing the demands of regional brand communication projects with local market needs and priorities may require strong prioritization and decision-making skills.
• Occasional travel may be required to attend events, manage crises, or visit other Aesop offices and markets, which may present challenges in maintaining work-life balance.

ASSUMPTION: The potential challenges associated with this role can be mitigated through strong communication, project management, and time management skills, as well as a willingness to adapt to change and prioritize effectively.

📈 Similar Roles Comparison

• Compared to other senior brand communication roles, this position may require a greater emphasis on digital-first strategies and social media management due to Aesop's focus on digital channels and influencer marketing.
• Working in the luxury or beauty industry presents unique challenges and opportunities, with a focus on brand exclusivity, high-quality products, and targeted marketing strategies.
• Career progression in Aesop may follow a path from senior brand communication roles to global or regional marketing leadership positions, with opportunities for international assignments or relocation.

ASSUMPTION: This role offers a unique blend of brand communication, digital marketing, and project management responsibilities, with a focus on driving results in a fast-paced and dynamic market.

📝 Sample Projects

• Developing and executing a regional brand communication strategy to launch a new product line in the North Asia market.
• Managing a team of local marketing managers to coordinate a regional influencer marketing campaign, including outreach, negotiation, and event planning.
• Collaborating with global and regional creative teams to develop brand-aligned content for digital and social media channels, as well as print and out-of-home advertising.

ASSUMPTION: These sample projects are designed to illustrate the range of responsibilities and challenges associated with the Senior Brand Communication Manager role at Aesop.

❓ Key Questions to Ask During Interview

• Can you describe the company's approach to brand management and communication in the North Asia market?
• How does this role collaborate with local marketing teams and global stakeholders to drive regional brand communication projects?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does Aesop support the professional development and growth of its employees in this role?
• What are the key challenges and opportunities facing the brand communication function in the North Asia market, and how can this role address them?

ASSUMPTION: Asking these questions during the interview process can help candidates better understand the role's responsibilities, priorities, and growth opportunities, as well as Aesop's approach to brand communication and professional development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Aesop Careers website.
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, demonstrating your understanding of Aesop's brand and values.
• Prepare examples of your past work that showcase your ability to manage brand communication projects and drive results.
• Research Aesop's competitors and industry trends to show your knowledge of the market and your ability to think strategically about the brand.
• Follow up with the Aesop HR department one week after submitting your application to inquire about the status of your application.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.