About Us
Lumine Associates Ltd is a UK-based creative lifestyle company dedicated to introducing Chinese craftsmanship and cultural experiences to the UK market.
We combine traditional Chinese heritage with contemporary lifestyle concepts through immersive handmade workshops and thoughtfully curated artisan products.
Our offerings include:
Chinese cultural craft workshops and experience events
Handmade scented candles and artisan soaps
Personalised gift solutions for individuals, couples, weddings and corporate clients
Bespoke creative workshops for businesses, communities and private events
As we continue to expand, we aim to develop new product collections and build a lifestyle brand that connects people with Chinese culture through creativity, craftsmanship and meaningful experiences.
The Role
We are looking for a Marketing & Brand Manager to lead the development of Lumine's brand presence in the UK.
This role is ideal for someone who understands how content builds brands, how cultural storytelling creates emotional connection, and how social media can drive both community engagement and commercial growth.
You will be responsible for shaping our brand identity, leading content strategy, growing our online presence, and translating Chinese cultural heritage into compelling experiences for UK audiences.
Key Responsibilities1. Brand Strategy & Development
Develop and implement Lumine's long-term brand positioning strategy.
Define and maintain brand identity, tone of voice and visual communication guidelines.
Ensure consistency across all customer touchpoints and marketing channels.
Build a distinctive lifestyle brand centred around creativity, craftsmanship and cultural experiences.
2. Content & Social Media Marketing
Develop and execute content-led marketing strategies across Instagram, TikTok, Xiaohongshu (where relevant), Pinterest and other digital platforms.
Plan engaging content that showcases workshops, handmade products and customer experiences.
Produce storytelling content that communicates the cultural meaning behind Chinese traditional crafts.
Monitor content performance and continuously optimise engagement, reach and conversion.
3. Cross-Cultural Storytelling
Translate Chinese traditional crafts, heritage techniques and cultural values into narratives that resonate with UK audiences.
Adapt cultural content without compromising authenticity.
Collaborate with artisans and workshop instructors to create educational and inspiring marketing materials.
Build emotional connections between customers and the stories behind each experience and product.
4. Business Development & Partnerships
Develop partnerships with local creative communities, cafés, lifestyle venues and cultural organisations.
Identify opportunities to collaborate with influencers, creators and community groups.
Support brand awareness through strategic partnerships and co-branded events.
Explore opportunities for corporate gifting and experiential workshops.
5. Campaigns & Events
Plan and execute seasonal marketing campaigns, product launches and workshop promotions.
Support the organisation of pop-up events, cultural festivals and private experience sessions.
Oversee event branding, promotional materials and customer engagement activities.
Coordinate with internal and external stakeholders to ensure successful event delivery.
6. Market Research & Customer Insights
Monitor UK lifestyle, gifting and experience economy trends.
Research competitors within handmade products, creative workshops and cultural experience markets.
Analyse customer behaviour and provide recommendations for product development and marketing strategy.
Identify new opportunities for audience growth and brand expansion.
Key Requirements
Proven experience in marketing, brand management or content strategy.
Strong understanding of content-driven social media marketing.
Experience creating engaging short-form digital content.
Excellent storytelling and communication skills.
Strong visual and creative judgement.
Understanding of UK consumer behaviour, particularly among younger lifestyle-focused audiences.
Ability to manage multiple projects in a fast-paced startup environment.
Self-motivated, proactive and commercially minded.
Preferred Profile
Background in lifestyle, creative, cultural or consumer brands.
Experience in social media growth and community building.
Understanding of Chinese traditional culture, crafts or creative industries.
Experience in cross-cultural marketing.
Existing network within creative, cultural or lifestyle communities is advantageous.
What We Offer
Opportunity to build a unique cultural lifestyle brand in the UK.
Creative ownership and significant influence on brand direction.
Dynamic and collaborative startup environment.
Competitive salary with performance-based incentives.
Opportunities to shape innovative cultural experiences and products.
Pay: £36,000.00-£51,000.00 per year
Work Location: Hybrid remote in Leeds LS1 2HH
