Branding Lead

Longbridge HongKong; Hong Kong; Hybrid; HKD 1,400,000 - 2,100,000; Full time

Job summary

Longbridge seeks a Branding Lead to own the global brand system across all markets. You will shape brand architecture, identity governance, and performance measurement in collaboration with leadership, driving cross-market enablement and strategic brand initiatives.

This is a hands-on senior role in a fast-paced team, responsible for both framework creation and execution. You will manage and mentor the branding team while partnering with business units to align branding with growth strategies

Qualifications

• 10+ years of experience in brand strategy/marketing or integrated marketing.
• Regional scope across APAC is highly preferred.
• Experience building scalable brand systems and governance frameworks.
• Fluency in English, Mandarin and Cantonese (written and spoken).

Responsibilities

• Own master-brand architecture across brands and markets.
• Govern visual and verbal identity system and drive cross-market enablement.
• Partner with BU leaders to translate commercial goals into brand plans.
• Lead flagship campaigns and regional summits end-to-end.
• Measure brand performance using Brand Strength Index and related KPIs.
• Develop launch strategies for new markets and segments and provide enablement tools.

Skills

Brand strategy

Brand marketing

Integrated marketing

APAC regional scope

Brand system architecture

Execution from 0 to 1

English, Mandarin, Cantonese

Financial services domain

Stakeholder management

AI-native mindset

Commercial acumen

Job description

Longbridge is an AI-powered online brokerage that serves global investors with optimal trading experiences by building worldwide trading infrastructure and networks. Established in March 2019, Longbridge holds 22 financial licenses and qualifications across the United States, Singapore, Hong Kong, New Zealand, and other regions, having secured over US $150 million in strategic investments from major financial and investment institutions. Its subsidiary, Longbridge Securities (Hong Kong) Limited (CE No.: BPX066), holds Type 1, 2, 4, and 9 licenses issued by the Hong Kong Securities and Futures Commission (SFC).

About the Role

The Branding Lead holds the senior brand seat within the group function. You will fully own the global brand system across all brands and markets — encompassing brand strategy and architecture, identity governance, and performance measurement frameworks. Working in close partnership with business leadership, you will translate commercial priorities into strategic brand initiatives that build deep recognition and trust across retail, institutional, and partner audiences. This is a hands‑on senior role in a lean, high‑velocity team, perfectly suited for a strategic builder who enjoys both establishing framework standards and actively driving execution.

Location: Hong Kong or Singapore

What You Will Do

• Brand Strategy & Architecture: Own the master-brand architecture across all brands. Define positioning, brand relationships (endorsement vs. separation), and strategic roadmaps for Hong Kong, Singapore, and global expansion.
• Identity & Group-wide Governance: Own the visual and verbal identity system and global brand book. Establish review standards and lead the Brand & Comms Council to drive unified decision‑making and cross‑market brand enablement.
• Business Unit Partnership: Serve as the strategic brand business partner to BU leaders. Translate commercial goals into actionable brand plans, balance competing market demands, and maintain brand integrity on fast‑paced timelines.
• Flagship Campaigns & Summits: Direct regional flagship brand campaigns and our signature in‑house regional summit end‑to‑end — from core value proposition and creative concepting to measured business impact.
• Measurement & Analytics: Manage the brand tracker and Brand Strength Index. Report key metrics (Share of Voice, sentiment, AI‑association) to executive leadership on a monthly cadence, focusing on core outcome‑driven KPIs.
• Market Entry & Expansion: Develop the brand launch strategy for new markets and segment expansions, crafting localized propositions, entry narratives, and commercial enablement toolkits.
• Team Leadership: Manage and mentor the Branding Manager and creative support team, establishing clear scorecards and scaling the function as the business grows.

What You Bring

• 10+ years of experience in brand strategy, brand marketing, or integrated marketing, with a proven track record of regional scope across APAC (global exposure highly preferred).
• Proven Brand System Capability: Demonstrated experience building scalable brand systems (architecture, guidelines, governance framework) that were successfully adopted by cross‑functional teams.
• 0-to-1 Execution Experience: Proven track record of launching a brand, product category, or function from the ground up, with high comfort in navigating ambiguity.
• Trilingual Fluency: Professional written and spoken fluency in English, Mandarin, and Cantonese (including proficiency in both Simplified and Traditional Chinese).
• Domain Expertise: Background in Financial Services, Fintech, or other regulated/high‑trust industries. Familiarity with listed‑company communication standards is a strong plus.
• Stakeholder Management: Exceptional capability to influence senior leadership and cross‑functional teams without direct authority.
• AI‑Native Mindset: Daily proficiency in AI tools, with an understanding of AI‑era brand visibility (e.g., how AI search engines/answer engines represent the brand) as an essential channel.
• Commercial Acumen: Strong ability to connect branding initiatives directly to commercial pipelines, market expansion goals, and corporate investor narratives.