• Lead the development and continuous refinement of LIKA’s brand strategy and marketing system, translating the brand philosophy of “human–pet equality” into consistent and memorable touchpoints
• Define mid- to long-term brand strategy, overall marketing direction, and annual budget planning, and ensure effective execution of key milestones
• Build and oversee the brand storytelling and content system, turning brand DNA into scalable and engaging content assets
• Own end-to-end product launch strategy and execution, managing the full lifecycle from pre-launch to peak activation and long-tail performance
• Lead integrated marketing campaigns across key moments (including product launches, brand collaborations, and major e-commerce events such as 11.11 and 6.18) to strengthen brand awareness and user engagement
• Manage media and communication channels (primarily Xiaohongshu and Douyin), setting quarterly and monthly communication strategies to reach target audiences
• Oversee marketing budget allocation with a strong focus on ROI, balancing brand building and sales conversion
• Establish data-driven marketing review and optimization systems, regularly analyzing performance and refining strategies for sustainable growth
• Lead and manage the marketing team, defining structure, responsibilities, and performance goals
• Work closely with product, supply chain, and e-commerce teams to ensure alignment across business priorities

• Bachelor’s degree or above; preferred majors include Communication, Journalism, Advertising, or Marketing
• 5+ years of experience in full-scope marketing management, with at least 2 years in team leadership roles
• Experience in consumer-facing industries such as fashion, lifestyle, beauty, or pet-related sectors preferred
• Strong integrated marketing capabilities, analytical thinking, and visual aesthetic judgment
• Solid project management and copywriting direction skills, with strong cross-functional coordination and business negotiation ability
• Result-driven, innovative, and entrepreneurial mindset, with sensitivity to performance metrics and data-driven optimization
• Strong execution ability and resilience under pressure, comfortable with fast-changing environments and zero-to-one building processes

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Please send your CV to hr@1updigital.com.cn for application consideration.