The Senior Manager of the Integrated Marketing is a key role to fuel and support the HOKA brand development in China. He/She will lead the integrated marketing team across all categories of footwear, apparel, and collaborations to drive our go to market strategy including seasonal storytelling, brand experience and integrated campaign development across all global marketing channels.
He/She is responsible for marketing assets management, to ensure the brand image consistency, and interpret them with regional nuances. He/She is the hub to lead the view of all the comms plan from PR, Social, Media, SPOMA, Retail MKT, CRM , etc. to create a cohesive brand experience to the consumers, throughout all the accessing points – events, stores, E-com, etc. VE team would report to this role as a key consumer experience management.
This role must be a perfect balance between creative and logic thinking. Love sports, love outdoor. High energy level and very organized on day-to-day content management. Great communication skills both internal and external, timeline management, and team management capability is a key success. This role needs to be familiar with and always be agility to Market Trends in the industry, competitor movements, happy to share and leverage into own brand content inspiration. Result driven, self-motivated, and positive thinking as a leader / team player in daily work.
35% Integrated Marketing Strategy and Launches
• To assist marketing director to Develop and lead the 6-to-12-month view of strategic development and implementation of China seasonal launch strategies across performance footwear, lifestyle footwear, apparel, and collaborations. GTM calendar built up.
• Develop campaign strategies and manage the creative development of seasonal brand and product campaigns based on the annual brand marketing objectives, ensuring the creative work is on-brand, strategically focused.
• Directs day-to-day creative development and update with agencies.
• Inspire, partner with cross-functional teams to develop best-in-class strategies to bring the creative idea to life through campaigns and brand experiences, including the strategic integration of in-house creative, PR, digital, media, retail, events, partnerships, sports marketing, PR, and regions.
• Lead the development of campaign tools from concept briefing, content production to implementation ensuring all campaigns are on brief, deliver on time and meet the highest creative standards.
• Manage and partner with cross-function team to build seasonal marketing calendars of product, retail, and brand moments.
• Lead the development of campaign creative and integrated marketing plans for seasonal campaigns, and respective retail and experiential executions as needed. Manage the process of content creation (for TV, print, retail, digital, social, OOH, experiential etc.) working in close partnership with cross-functional teams and HOKA’s agencies.
• Drive the implementation of an integrated planning process across all areas, ensuring our consumers get the right message at the right time to drive our overall business and brand strategy.
• Responsible for ensuring brand guidelines are created and met across all consumer messaging.
20% Local Content/ assets Planning and Development
• Annually / Seasonally Plan the local assets needs according to the Global Assets plan and local GTM, and MKT plan, with a clear brief of usage channel, assets format, deliver timeline, etc.
• In charge of local shooting for celebrities or products or KOLS. And closely work with Ecom team to get Ecom assets align with brand direction.
• Be resourceful to the creative agency, and always be agility to the latest industry trends, new format, idea, technology of content creation.
• To be accurate and clear at agency briefing (oral and paper) to make sure agency understand brand needs and deliver what we want.
• Keep close communication with the leadership team and global brand team in the local content creation, to ensure the concept and execution are fully aligned; regular meeting is a must.
• Manage the best quotation for the brand from the agency team, and manage the delivery quality and timeline, to assure the campaign launch.
20% Premiumlize the Consumer experience in the sales accessing points
• Co-work with the global Visual Experience Team, to develop and keep evolving the VE Guidelines, store format, tools creative and usage guideline, to best present the brand value and product benefit, to the targeted consumers, in China.
• Regular meeting with the global team is a must.
• Lead the local VE team to create the process of VE planning/training/ tools ordering/execution feedback/ in the field, develop the team and team members to support the brand growing and store expansion.
• Manage the budget and vendors in VE, get the best creative and ROI to achieve the objective;
15% Communication, Teamwork, and Reporting
• Build up good working relationship with internal stakeholders – (internal MKT functional team, Merch team, Sales team, Training Team, etc.), make the plan / information/ assets/ guidelines fully received by them, by joining or initiate qualitive meetings, emails, or face to face talk.
• Results orientated, plan the reasonable process and led time, to avoid urgency as much as possible.
• Create, adjust, or evolve the process of multi-function team work, by understanding the objective, team requests, pain points, and company rules.
• Set up the clear tracking / evaluation policy of MKT campaigns, and Consolidate the seasonal/ campaign / by phasing report from PR, Social, Digital, SPOMA, Retail MKT, VE, etc.;
• Create the reporting process, and Manage the reports to global team and local leadership team, with qualitive datas, images, learnings and findings;
• Lead the Presentation of the plans, reports, to the leadership teams, global team, internal team, agency team if needed, face to face, or in written format; capable both in fluent English and Mandarin;
10% Team Management and Development
• Set up the reasonable task, KPI and growth plan for the team members, considering the team objective and individual difference
• Provide sufficient communication and guidance to the members, regularly
• Propose the adjustment plan of the team structure according to the business growth and MKT objective, define the right candidate and SOW for the team
• Inspire members self-motivation in the work, and fit to the brand culture
• Agency team management, development is also a part of the job , as a strong support to the internal team ;