Narrative Lead

We are seeking a Narrative Lead to play a key role in raising the creative and copywriting bar across our in-house team. This is a heavyweight senior writing and storytelling role, combining hands-on copy craft with strong creative ideation, brand thinking, and narrative leadership. This role is based in Shenzhen (Nanshan), China.

Core responsibilities

• Lead creative ideation and narrative development for integrated campaigns across OOH, digital, social, OLV, and on-ground activations
• Define and craft English-language brand narratives, campaign platforms, and hero messaging for global and regional markets
• Translate complex financial products, market insights, and platform features into simple, compelling, and trustworthy stories
• Partner closely with Art Directors, Production Specialists and Strategists to shape end-to-end creative concepts, from initial idea through execution
• Set and elevate standards for copy craft, storytelling, and narrative clarity across brand, campaign, and product touchpoints
• Contribute to the development and evolution of brand voice, tone-of-voice frameworks, and narrative systems across international markets
• Able to manage multiple projects and move comfortably between concept development and execution

Requirements

Required qualifications

• 8–12+ years of experience as an English copy-based creative within creative agencies or in-house brand/marketing teams, with demonstrated seniority at Senior Copywriter, Creative Group Head, Associate Creative Director, or Creative Director level
• An outstanding portfolio showcasing high-level conceptual thinking, campaign ideation, and exceptional English writing, produced for international and multi-market audiences
• Proven ability to lead narrative and creative thinking, shaping campaign platforms and brand stories—not just executing copy
• Proven experience developing and articulating brand identity systems and tone-of-voice frameworks for major brand-building initiatives
• Strong experience concepting and writing performance-aware creative, balancing brand storytelling with channel-specific thinking—while remaining a creative, idea-led role
• Familiarity with video and filmic storytelling, including writing for digital films, social video, or related formats
• Hands-on experience using AI-assisted creative tools for ideation, layout development, image and video generation, and editing
• Strong communication and presentation skills in explaining creative ideas clearly to non-creative stakeholders

How you work

• A creative who can think and make
• Understands how creative can support the marketing funnel and contribute to growth objectives
• Practical, collaborative, and comfortable working in a fast-moving environment
• Curious and quick to learn, with the ability to connect the dots, see the bigger picture, and solve problems with sound judgment

Relevant background

• Experience working across global or regional markets, including adapting creative work for different audiences
• Experience writing for social, digital, video, performance marketing, or product communications
• Experience in financial services, investing, technology, or another regulated category
• Familiarity with brand voice, tone-of-voice guidelines, or messaging frameworks
• A personal interest in self-directed investing, trading, financial markets, or technology