Head of Marketing Xiaomi Auto

Travel: 20–30% travel across the UK and to Xiaomi’s headquarters in China

We are looking for a Head of Marketing – UK to lead the overall marketing planning and execution for Xiaomi EV in the UK market.

The role will translate broader brand and marketing strategies from the Group, headquarters, and European organization into market-specific plans and initiatives for the UK, overseeing brand communications, marketing campaigns, digital marketing, and localized content.

• Analyze the UK automotive market, competitive landscape, consumer insights, and media environment, and provide market strategy recommendations based on the brand and marketing strategies of the Group, headquarters, and European organization.
• In alignment with headquarters and the European organization, develop annual and quarterly marketing strategies and budget plans for the UK market.
• Develop market-appropriate brand communications, audience engagement, and customer acquisition initiatives based on the business model and market needs.

• Lead the implementation of Xiaomi EV’s brand communications in the UK market, ensuring consistency with the broader brand strategy and guidelines from headquarters.
• Plan and execute UK brand campaigns, product launch communications, offline brand experiences, and other marketing activities.
• Oversee the creation and localization of UK marketing content, including social media, website, KOL/influencer content, and other relevant channels.
• Oversee digital marketing channels in the UK market, including search, social, programmatic advertising, and other relevant digital channels.
• Manage online advertising activities and optimize customer acquisition costs and lead conversion performance.
• Work closely with the global digital marketing team to localize and implement global campaigns for the UK market.

• Build and maintain relationships with relevant KOLs, automotive reviewers, media, and other marketing partners in the UK market.
• Plan and execute KOL collaborations, media and product experience activities, test drives, co-marketing initiatives, and audience engagement activities.
• Work closely with local distributors and partners to support localized co-marketing initiatives.

• Establish a marketing performance measurement framework for the UK market, covering indicators such as brand awareness, lead volume, and conversion rates.
• Regularly prepare post-campaign reviews and ROI analysis reports to assess marketing performance and identify opportunities for optimization.
• Build and manage the UK marketing team and coordinate external agencies and suppliers as required to support effective execution.

• 8–10 years of experience in automotive or consumer brand marketing, including at least 3 years of experience working in the UK market.
• Professional fluency in English at a native or near-native level. Previous professional experience in the UK is a plus.
• Strong understanding of the UK automotive market, media landscape, digital marketing channels, and consumer behavior.
• Demonstrated experience in leading brand market-entry initiatives in the UK from the initial setup and launch stages.
• Strong capabilities in budget management and team management.
• Experience supporting marketing projects for Chinese brands entering the UK or European markets.
• Experience in new energy vehicle (NEV) or technology brand marketing.
• An established network across the UK automotive or marketing industry.
• Familiarity with UK advertising regulations and industry standards, including ASA/CAP, as well as data protection requirements such as UK GDPR.
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