LINE Careers

As the Branding Team Lead at LINE Pay, you will stand at the forefront of Taiwan’s mobile payment and FinTech industry, steering the long-term brand strategy for LINE Pay. You will lead the team in deepening LINE Pay’s brand influence through 360 Integrated Marketing Communications (IMC) and highly market-sensitive social media operations.

We are seeking a leader who possesses both "high-level strategic thinking" and "impeccable execution details." Not only should you have the power to move hearts with precise copywriting, but you must also bring an innovative advertising mindset to transform brand assets into market-leading new media products and initiatives. You will be expected to successfully translate brand metrics (e.g., brand favorability, share of mind) into tangible business growth (e.g., maximizing Customer Lifetime Value [LTV] and minimizing Churn Rate), thereby proving the strategic value of the brand to executive leadership.

 

Responsibilities

1. Brand Strategy & 360 IMC Know-how

• Strategic Thinking: Gain deep insights into FinTech market trends and consumer behaviors to formulate mid-to-long-term brand strategies, ensuring the brand's core values are highly aligned with the company’s business objectives.
• 360 Integrated Marketing: Lead the team to plan and execute 360-degree integrated marketing campaigns—including online/offline service promotions, physical events, cross-industry collaborations, and media angles (KOL, PR, etc.)—to establish and solidify LINE Pay’s brand image as trustworthy, innovative, and integral to daily life.
• Professional Alignment & Cross-functional Collaboration: Partner with Business Development (BD), Product, and global teams. Present clear viewpoints and professional stances grounded in brand expertise and market insights while maintaining a highly collaborative, joint-effort spirit. Utilize exceptional coordination skills to seamlessly align brand strategy with business goals, facilitating cross-functional consensus and driving win-win outcomes for both brand equity and business performance.

2. SNS Strategy & Media Operations

• Strategic Planning: Formulate differentiated content strategies and platform-specific playbooks across various social media channels, including LINE Official Accounts, Instagram, Facebook, and Threads.
• Result-Oriented Execution: Maintain a strong data-tracking and optimization mindset, leading the team to meet and exceed social media KPIs (e.g., follower growth, engagement rates, conversion rates, and share of mind).
• Social Sensitivity: Possess acute social sensitivity to capture online trends, memes, and public sentiments instantly, guiding the social team to craft highly buzzed-about, viral marketing campaigns.

3. Copywriting & Content Excellence

• Copywriting Mastery: Exhibit exceptional writing and storytelling capabilities. Masterfully adapt the tone and voice for various formats, ranging from emotional brand manifestos and logical product pain-point communications to witty, engaging social media copy.
• Quality Gatekeeping: Serve as the final line of defense for all team content. Mentor team members to elevate their copywriting skills and visual aesthetics, ensuring all external communication materials strictly align with the LINE Pay Brand Voice & Tone.

4. Advertising Mindset & Media Product Innovation

• Market Insight: Approach challenges with a seasoned advertiser's mindset, sharply identifying potential business opportunities within payment scenarios, user behaviors, and the LINE POINTS ecosystem.
• New Product Initiative: Monitor service development trends to lead and conceptualize innovative "new media products" or creative ad placement models, creating mutual benefits for both brand positioning and commercial monetization within the LINE Pay ecosystem.

 

Requirements

• Work Experience: 8–12+ years of experience in brand marketing, advertising agencies (4A agency background is highly preferred), or integrated marketing within the Internet/FinTech sectors. This must include at least 3+ years of team management experience.
• Proven Track Record:
• Possess a strong business strategy mindset, with the ability to articulate brand marketing ROI through data (such as retention rates, CAC, and transaction frequency).
• Proven experience leading highly impactful 360 IMC brand campaigns or executing successful social media projects that drove both massive brand awareness and business conversions (please submit a portfolio/case studies with your application).
• Logic & Communication: Exceptional stakeholder management skills. Proven ability to build trust with C-Level executives and cross-functional directors, with experience securing resources for the team and establishing the department's strategic positioning.
• Resilience & Agility: Ability to thrive in a fast-paced, dynamic FinTech environment with outstanding crisis management and agile problem-solving skills.

 

Preferred Qualifications

• Possess a commercial data-analytical mindset, with the ability to derive consumer insights from data to drive data-driven brand strategies.
• Familiarity with the LINE Ecosystem (LINE POINTS, LINE Official Accounts, etc.) and its marketing applications.
• In-depth understanding of web/social analytics tools (e.g., Google Analytics, social media backend metrics) to extract actionable insights for brand optimization.