ABOUT THE ROLE:
We are looking for a Copywriter to craft compelling, culturally relevant narratives for the China market. This role sits at the intersection of brand storytelling, music culture, and campaign execution, responsible for shaping how the brand speaks across campaigns, retail, digital, and experiential touchpoints.
You will play a key role in shaping conceptual writing-including campaign manifestos, narratives, and CTAs, while translating global concetps into authentic, locally resonant stories that connect with China's music community and audiences.
RESPONSIBILITIES
Lead the development of China campaign manifestos, core narratives, and call-to-action messaging based on China IMC/consumer plan
Localize global campaign messaging (e.g., brand anthem and seasonal moments such as Chinese New Year and Qixi) into culturally nuanced, insight-driven storytelling that resonates with local audiences.
Craft copy for integrated campaigns across digital, retail, social, and IRL experiences (including pop-ups, music fairs, and live events)
With specific platforms, bilibili, red book, douyin, wechat, JD, Tmall, CRMs loyalty PR/media, playbook tone of voice of China
Shape hyperlocal content for city-level activations, music communities, and subcultures
Collaborate closely with creative, marketing, and design teams to ensure consistency in tone, voice, and storytelling across all touchpoints
Contribute to the evolution of the brand's tone and manner in China, ensuring it remains authentic, distinctive, and not overly commercial
Develop CRM content and engagement writing, including lifecycle messaging, push notifications, and member communications
Write for Monostore/SIS in-store touchpoints, including wayfinding, signage, and spatial narratives
REQUIRED EXPERIENCES / EDUCATIONAL BACKGROUND:
3-6+ years of experience in copywriting, content, or creative roles (agency or in-house)
Strong portfolio demonstrating campaign writing, storytelling, and integrated content work
Experience working on brand campaigns, cultural projects, or music-related content is highly preferred
Bachelor's degree in Advertising, Journalism, Communications, Literature, or a related field (or equivalent experience)
Native-level Mandarin proficiency; strong written Chinese is essential (bilingual capability is a plus)
REQUIRED SKILLS:
Strong ability to craft clear, compelling narratives, manifestos, and CTAs across formats
Deep understanding of China's music culture, including livehouse scenes, emerging artists, and audience behaviors
Sensitivity to tone and manner, with the ability to create writing that feels premium, authentic, and not overly commercial
Ability to translate global brand messaging into locally nuanced, culturally relevant content
Strong collaboration skills, working effectively with cross-functional creative and marketing teams
Ability to manage multiple projects in a fast-paced environment with strong attention to detail
Curiosity and passion for culture, music, and storytelling, with a finger on the pulse of local trends
