About the Role

Creating a character does not automatically make it an IP. The real work starts with the questions that follow: Who is this character? What do they stand for? Why would people remember them? What stories could make audiences care? And how might they live across different forms of content, products, and markets?

We’re looking for an IP Producer who can turn a promising character, story, or creator-led concept into something audiences can recognize, care about, and return to over time.

This is not a role focused solely on managing a content calendar. You will act as the owner and creative steward of the IP—shaping its identity, planning how it develops, learning from audience response, and helping it grow into a long-term creative and commercial asset.

What You’ll Do

Define the IP

• Evaluate promising characters, stories, visual concepts, and creator-led projects for their long-term development potential.
• Define the core of each IP, including character personality, visual identity, emotional appeal, story world, target audience, and market positioning.
• Work closely with creators, designers, writers, and content teams to strengthen character concepts, world-building, and foundational creative assets.
• Identify how an IP could extend across different content formats, product experiences, and markets.

Build recognition and fandom

• Develop the content strategy and incubation plan for each IP, covering character stories, short-form video, AI-native series, music content, social media, and other relevant formats.
• Explore how Meitu products such as RoboNeo and MVLand can support faster, more flexible ways to develop and express an IP.
• Create consistency across platforms while testing different narratives, formats, visual styles, and creative directions.
• Use audience comments, community conversations, fan creations, and performance data to understand what is resonating and refine the IP accordingly.
• Coordinate creators, designers, writers, video teams, social teams, product teams, and other partners to move projects from concept to release.
• Adapt how an IP is expressed across markets without losing what makes it distinctive.

Explore long-term commercial potential

• Identify the right commercial opportunities for each stage of an IP’s development, including product integrations, digital content, brand collaborations, licensing, and merchandise.
• Work with partnerships and commercialization teams to assess which opportunities can strengthen the IP—and which may dilute it.
• Build clear review points for each project, determining when to invest further, adjust direction, or pause development.
• Take ownership of the creative quality, audience recognition, community growth, and stage-by-stage progress of the IPs you manage.

What We’re Looking For

• Experience in IP development, content production, animation, gaming, designer toys, film and television, brand creative, or a related field.
• Hands-on experience developing characters, stories, original content, or creative worlds from concept through execution.
• Strong instincts for character, storytelling, aesthetics, and audience emotion. You understand why people become attached to certain characters—and why some visually appealing ideas fail to build a lasting connection.
• The ability to turn an abstract creative idea into clear character definitions, content directions, production plans, and development milestones.
• Experience bringing together creators, designers, writers, video teams, social teams, and other specialists around a shared creative vision.
• A strong understanding of social platforms, internet culture, and how younger audiences discover and engage with characters and stories.
• Curiosity about visual AI, generative content, and the ways new creative tools can change how IP is developed and distributed.
• Commercial awareness, with a clear understanding of the difference between short-term exposure and long-term IP value.
• Experience developing content across markets or working with international creators is a plus.
• The ability to discuss creative work in both Chinese and English is a plus.

Nice to Have

• Experience leading an original character, animated project, game world, series, or story universe from concept to launch.
• Familiarity with character-led communities on TikTok, YouTube, Instagram, Roblox, Bilibili, Xiaohongshu, or similar platforms.
• Personal experience in illustration, photography, video, music, writing, gaming, designer toys, or another creative field.
• A portfolio or body of work that demonstrates not only what you made, but how your creative decisions shaped the outcome.