This role needs to independently handle relationship building up with various kinds of communities, define and select the proper communities to deeper build the brand love in there. In charge of community activity planning , calendar planning , and content creation around the community , covering both in urban run , and in outdoor run. And the priority of the work is to create the community activity system in HOKA Experience Center .
The Lead of the Community is person who is passionate towards sports (not limited to running) and HOKA brand, authentic in branding, while flexible in new relationship and collaboration opportunity in any possible case. High energy level is a must for this role and needs to be very well organized and result oriented.
50% Community System Set up and Activity Calander development
• With the Annual / Seasonal MKT object and GTM plan downloading from MKT Head , Lead the community set up for the experience center , different groups , various connections , and content creation plan for other functions to leverage . so that the brand love would be built from offline ,to online , from individuals to groups ;
• Build up the Annual / Seasonal/ Monthly community activity calendar in the Experience Center, to support the brand campaign , Hero products benefit landing , and awareness / traffic creation for the center;
• Leverage the resources from the brand team, and in the Experience center , including but not limited to the spaces , the facilities, the neighborhood where the center locates , and the product allocation , to develop the consistent activity serious , and make the experience center a Must Go destination and a Weekend destination for the runners in the city ;
• Co-create and manage the content creation for the community , including but not limited to photo shooting , video creation , HOH story editing , POP design , etc. work closely with the integrated MKT team , PR team, social team , and VE team , to make all the content creation for the brand is aligned in brand tone & manner , and easy to deliver in multi platforms;
• Build up solid trust with the key connectors in the community , co-create the activity with the connectors, and get the productive feedback for future brand planning;
30% Budget Management and Agency Management
• Plan the budget into seasons /months / areas , according to the MKT objective and GTM Plan;
• Lead the agencies with a clear , executional brief in a written format , to make sure agency understand brand needs and deliver what we want ;
• Manage the best quotation for the brand from the agency teams , and manage the delivery quality and timeline, to assure the actives launch ;
• Build the ownership in the agency teams , and inspire the system to scale up
20% Empower the community activities throughout the country
• Expand the community system into other cities , downloading the process, defining the key members in the area , and manage the calendar ;
• Scale up the qty/ resources of the community ,to make HOKA brand authentic , true and tangible to the runners ;
• Share the cases and experience in the experience center , with the training team, grassroots team, sales and operation teams , so that the way of doing can be empowered into other runners communication;