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 offer 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 Responsibilities

Key Responsibilities

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.
• Build a distinctive lifestyle brand centred around creativity, craftsmanship and cultural experiences.
• Ensure consistency across all customer touchpoints and marketing channels.

Content & Social Media Marketing

• Develop content-led marketing strategies across Instagram, Youtube, Threads, TikTok, Xiaohongshu, Pinterest and other platforms.
• Plan engaging content showcasing workshops, handmade products and customer experiences.
• Monitor performance and optimise engagement, reach and conversion.
• Produce storytelling content that communicates the cultural meaning behind Chinese traditional crafts.

Cross-Cultural Storytelling

• Translate Chinese traditional crafts and cultural values into narratives that resonate with UK audiences.
• Adapt cultural content without compromising authenticity.
• Build emotional connections between customers and the stories behind each experience and product.
• Collaborate with artisans and workshop instructors to create educational and inspiring marketing materials.

Business Development & Partnerships

• Develop partnerships with local creative communities, cafés, lifestyle venues and cultural organisations.
• Identify collaborations with influencers, creators and community groups.
• Explore opportunities for corporate gifting and experiential workshops.
• Support brand awareness through strategic partnerships and co-branded events.

Campaigns & Events

• Plan seasonal campaigns, product launches and workshop promotions.
• Support 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.

Market Research & Customer Insights

• Monitor UK lifestyle, gifting and experience economy trends.
• Research competitors within handmade products, creative workshops and cultural experience markets.
• Identify new opportunities for audience growth and brand expansion.
• Analyse customer behaviour and provide recommendations for product development and marketing strategy.

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, especially 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.