Brand Manager

Hayati®; United Kingdom; On-site; GBP 38,000 - 56,000; Full time

Benefits offered by this job

Restaurant perks

Job summary

Hayati® is seeking a Brand Communications Specialist to localise global campaigns for the UK market and act as the local voice in UK marketing. You will work with HQ Marketing and Creative teams, UK Sales, PR, and regulatory teams to ensure campaigns are relevant, compliant, and culturally resonant.

The role focuses on reviewing materials, providing UK-market insights, and adapting global messaging to suit British audiences, maintaining brand consistency across channels.

Qualifications

• Bachelor degree with 3+ years of experience in brand communications or related field.
• Strong understanding of UK consumers, culture, language and media trends.
• Excellent written English with British tone and cultural nuance.
• Experience adapting global campaigns for local markets.

Responsibilities

• Localise HQ campaigns for the UK market, considering culture and context.
• Review UK materials and provide recommendations to HQ.
• Provide insights on UK consumer preferences and cultural trends.
• Adapt global messaging to feel natural for UK audiences.
• Collaborate with HQ Marketing/Creative, UK Sales/PR/Regulatory and agencies.
• Ensure on-brand, locally relevant communications and regulatory compliance.
• Support campaign reviews with local feedback.

Skills

Brand communications

Marketing communications

Integrated marketing

Creative marketing

Stakeholder management

Written English (British)

Education

Bachelor degree

Job description

We are looking for a Brand Communications Specialist to support the localisation and execution of global marketing campaigns for the UK market.

Working closely with our HQ Marketing and Creative teams, this role will act as the local voice of the UK market, providing consumer, cultural and creative input to ensure campaigns and brand communications are relevant, engaging and appropriate for UK audiences.

Key Responsibilities

• Localise HQ-led marketing campaigns, creative concepts and brand assets for the UK market, taking into account local culture, language, consumer behaviour and market context.
• Review creative materials from a UK market perspective, including visuals, copy, tone of voice, taglines, photography, video, POSM and digital assets, and provide clear recommendations to HQ teams.
• Provide ongoing insights into UK consumer preferences, cultural trends, competitor communications and emerging market trends to support creative and campaign development.
• Support the adaptation of global messaging and creative concepts to ensure they feel natural, relevant and culturally appropriate for UK audiences.
• Work closely with HQ Marketing and Creative teams, as well as UK Sales, PR, Regulatory and external agencies, to support effective campaign execution.
• Help ensure UK marketing communications remain on-brand, locally relevant and aligned with applicable regulatory requirements.
• Support campaign reviews and provide local market feedback to help improve future creative and marketing activities.

Requirements

• Bachelor degree with 3+ years of experience in brand communications, marketing communications, integrated marketing, creative marketing, advertising or a related field.
• Strong understanding of UK consumers, culture, language and media/marketing trends.
• Strong creative judgement, with the ability to review and provide constructive feedback on both visual and written communications.
• Experience adapting global or centrally developed campaigns for local markets is highly desirable.
• Excellent written English with a strong understanding of British English, tone of voice and cultural nuance.
• Strong communication and stakeholder management skills, with experience working across teams and/or with external agencies.
• Experience in a regulated consumer category would be advantageous.
• Experience in vaping, tobacco, FMCG, consumer electronics or lifestyle brands would be beneficial but is not essential.

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.

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.