Strategy Director

Job description

Edelman is a voice synonymous with trust, reimagining a future where the currency of communication is action. Our culture thrives on three promises: boldness is possibility, empathy is progress, and curiosity is momentum. At Edelman, we understand diversity, equity, inclusion and belonging (DEIB) transform our colleagues, our company, our clients, and our communities. We are in relentless pursuit of an equitable and inspiring workplace that is respectful of all, reflects and represents the world in which we live, and fosters trust, collaboration and belonging. Role introduction Edelman is investing in building creative and strategic capabilities in China as part of our continued commitment to growth in one of our most important markets. We are looking for a senior strategist who combines deep brand thinking with an instinct for culture—someone who understands how ideas earn attention, shape conversations and create lasting brand relevance. This role will focus on leading strategic thinking for FMCG, one of our most significant growth opportunities in China, while partnering across a broader portfolio spanning food & beverage, beauty and cosmetics, sports and lifestyle, with opportunities to shape work in emerging sectors such as electric vehicles. You'll help clients navigate a communications landscape where culture moves faster than media plans, social platforms shape consumer behaviour, and earned ideas have the power to influence business outcomes. Success in this role requires equal parts strategic rigour, cultural curiosity and commercial thinking. The Role 10–12 years' experience in brand strategy, communications planning or integrated planning within leading agencies or brand organisations. Strong experience working on leading FMCG brands, ideally across food & beverage, beauty and cosmetics. Experience in sports, lifestyle or electric vehicles is a plus. Deep understanding of the Chinese consumer landscape, with strong knowledge of local culture, media and social platforms including Xiaohongshu (RED), Douyin, WeChat and Weibo. A strategist who believes in earned-first thinking and understands how brands build trust, relevance and influence through ideas that people choose to engage with. Naturally curious with a strong instinct for culture. You actively identify emerging behaviours, conversations and tensions, and translate them into meaningful opportunities for brands. Commercially minded and proactive, with the confidence to originate opportunities and shape client agendas rather than simply respond to briefs. Able to connect business ambition, brand strategy, consumer insight and cultural understanding into clear strategic direction. An inspiring storyteller and facilitator who can influence senior stakeholders and simplify complex challenges. Fluent Mandarin is essential; strong English communication skills are preferred for collaboration across APAC and global teams. Key Responsibilities Lead strategic thinking for brands while supporting the growth of Edelman's portfolio across food & beverage, beauty, sports & lifestyle and other priority sectors. Develop integrated, earned-first brand and communications strategies that drive business growth and inspire exceptional creative work. Translate consumer, category and cultural insight into compelling strategic narratives, creative briefs and platform ideas. Identify emerging cultural shifts, platform behaviours and social conversations to create proactive opportunities that keep clients ahead of the market. Partner closely with creative, client Leadership and regional strategy teams to deliver integrated work across earned, social, owned, paid and experiential channels. Lead client workshops, strategic planning sessions and senior stakeholder discussions, building confidence in Edelman's strategic point of view. Contribute to business growth by identifying new opportunities, strengthening client relationships and supporting new business pitches. The talent will join the regional Strategy community, fully aligning with China business needs and collaborating closely with the regional team to drive cross-regional delivery. We are dedicated to building a diverse, inclusive, and authentic workplace, so if you’re excited about this role but your experience doesn’t perfectly align with every qualification, we encourage you to apply anyway. You may be just the right candidate for this or other roles.