About YASO
YASO is the operating system for global brands in China, built by a team of China experts, technologists, and startup operators. We are building a plug-and-play solution that manages the full ecommerce and social commerce stack - from store operations and pricing to influencer partnerships and logistics - all powered by our proprietary technology.
We give brands full visibility across every performance layer, including traffic, conversion, revenue, influencer ROI, content, and stock. For the first time, brands can monitor and manage their China business in real time, with data that is transparent, measurable, and actionable.
By replacing opaque legacy models with a unified, data-driven system, YASO enables international brands to take back control of their growth in China. Following our Series A fundraise, we are expanding our global team across London, Shanghai, and beyond to shape the future of cross-border retail.
If you’re energised by the intersection of commerce, culture, and technology - and want to help redefine how the world’s most exciting brands grow in China - we’d love to hear from you.
Role Overview
As YASO enters its next phase of growth following our Series A, we are seeking a Growth Marketing Lead to build and manage our global inbound marketing engine. This role will be responsible for driving brand awareness, lead generation, and market positioning through a structured programme of content, communications, and events. Working directly with our cofounders, you will translate YASO’s deep expertise in China’s consumer market into thought leadership and campaigns that attract new brand partners and accelerate our growth pipeline.
Key Responsibilities
Content & Thought Leadership
- Develop and execute a multi-channel content strategy focused on LinkedIn, newsletters, industry reports, short videos, and webinars, positioning YASO as the leading voice in China social commerce.
- Oversee the planning, commissioning, and editing of content created by freelancers, agencies, and internal contributors.
- Manage content calendars for founder-led and corporate channels, ensuring consistency in tone, visual identity, and strategic alignment.
- Leverage AI-enabled tools for workflow efficiency, audience analysis, and campaign optimisation.
Events & Community Building
- Plan and deliver an annual events programme, including private dinners, co-hosted seminars, and flagship industry activations.
- Coordinate YASO’s participation in key expos and conferences to enhance brand visibility and accelerate pipeline conversion.
- Build partnerships with trade bodies, media outlets, and commercial partners for co-branded events and campaigns.
PR & Awards
- Manage YASO’s earned-media strategy, cultivating relationships with journalists across a wide range of industry and news outlets.
- Oversee the creation and distribution of press releases, bylines, and media briefings that reinforce YASO’s positioning and highlight client success stories.
- Plan and oversee annual award submissions across innovation, ecommerce, and sector-specific categories to strengthen credibility and visibility.
Systems & Performance
- Own and optimise CRM and marketing-automation workflows to track inbound lead generation, attribution, and conversion metrics.
- Develop monthly performance dashboards for the BD team, measuring campaign ROI and audience engagement.
- Continuously experiment with new channels, formats, and technologies to drive qualified inbound leads at scale.
Essential
- 5–8 years’ experience in B2B or growth marketing, ideally within a SaaS, service, or high-growth startup environment.
- Proven ability to design and execute inbound lead-generation strategies that deliver measurable ROI.
- Experience managing external partners, agencies, and freelance creatives across multiple markets and disciplines.
- Strong understanding of content marketing and founder-led brand building, particularly on LinkedIn and through newsletters.
- Proficiency with CRM and marketing automation tools (e.g. HubSpot, Salesforce) and strong analytical capabilities.
- Fluency with AI-based tools for content workflow, automation, and reporting.
Preferred
- Experience within the consumer, beauty, or retail sectors.
- Understanding of China or Asia markets and cross-border business models.
- Demonstrated success in event management, PR, and media relations.
How to Apply
To apply, please send your CV and a short video (under two minutes) before the 1st November via email or Linkedin message to cofounder Adam Knight (adam.knight@goyaso.com), answering the following three questions:
1. What draws you to YASO? What is it about our mission, culture, or way of working that excites you most?
2. Tell us about a creative or unconventional way you’ve generated leads. It doesn’t need to be your biggest success - we’re more interested in the most original thing you’ve tried and what you learned from it.
3. How do you currently use AI in your marketing work? And what’s one way you’d like to experiment with it further?
What We Offer
- The opportunity to shape the marketing engine of a fast-growing Series A company redefining cross-border commerce.
- A collaborative, high-performance environment spanning London, Shanghai, and beyond.
- Competitive salary, performance-linked incentives, and flexible working arrangements.
- Direct exposure to senior leadership, global brand partners, and leading consumer platforms.
Success Metrics
Performance in this role will be judged primarily by both the quantity and quality of inbound leads generated, as well as overall contribution to pipeline growth and conversion.
