Senior Director, CK Brand & Marketing Operations, Calvin Klein Asia Pacific
PVH
Hong Kong, Hong Kong
4天前

POSITION SUMMARY :

Lead and manage all aspects of product marketing, including Go-To-Market initiatives, product launches, retail and promotional strategy development and execution, media planning and roll-out.

Work closely in partnership with our global marketing group in NYC and local country teams, JVs, distributor markets and licensees.

Manage a diverse regional team responsible for Media Plan / Buys, Digital Marketing, Social Marketing, Retail and Product Marketing for the Asia Pacific.

Manage and track Regional Marketing budget and expenses, and oversee the marketing and co-op (co-op includes Co-op Marketing, Co-op PR, and Co-op VM) spend by our country teams.

Being the go-to-person for all that's related to regional marketing, external and internal.

PRIMARY RESPONSIBILITIES :

Overall Marketing :

  • Lead and manage fully-integrated GTM programs seasonally across all functions
  • Using market, industry, regional, consumer and customer data and insights to identify best opportunities for the development of the businesses globally.
  • Work with the regional and local teams on the execution of all below-the-line marketing.
  • Work closely with product, merchandising and sales to deliver appropriate and effective sell-in programs and materials each season.
  • Work to ensure integrated decision-making occurs by involving key stakeholders throughout the marketing process
  • Maintain ongoing communication flow and clearly defined process between the global, regional and local marketing teams.
  • Provides regional updates on the development of marketing tools to execute a consistent brand strategy around the globe.

    Channel Management, including Social / Digital Marketing :

  • Lead and manage the media / channel management team
  • Strategically determining the seasonal channel management strategy and allocates resources to maximize consumer engagement for each project
  • Occasionally Asia will lead and develop the local campaign, being the project leader working with all concerning teams, from talent contract negotiation, production, budget, all the way to asset delivery.
  • Developing media strategy for the region and help the local team adapt and localize for local media execution
  • Identifying, searching, and tracking the most effective media for New York's review and alignment, and local market's execution
  • Working with media agency for results summary, analysis and learning
  • Censorship checking on the global / regional assets for each local market
  • Developing social and digital initiatives to meet brand and business needs, including content, commerce, social and PR.
  • Working with the local team and recommend, review and obtain NY's alignment on all social content calendar
  • Providing support and direction for global marketing, PR and e-comm communication and budgets across all divisions.
  • Retail Marketing :

  • Helping strategize, develop and produce all marketing toolkits for retail and online, ensuring all elements are leveraged and utilized by all local business units
  • Manage and supervise all integrated content production :

  • Directing the Creative Studio and Project Management teams to plan and execute all marketing, advertising, and promotional activity from inception to completion.
  • Oversee packaging and trim development process, including new concept strategy, regional needs, timing, etc. while maintaining established standards.
  • GWP sourcing, developing and production for all local markets
  • Budget planning, allocation, tracking, and reconciliation :

  • MAE + Coop (Coop-marketing, Coop-PR, and Coop-VM)
  • Planning and allocation of annual and seasonal marketing / PR / VM related budgets
  • Getting alignment from all local markets
  • Working with finance team on monthly LTF and ensure timely readjustment and summary
  • Functional Competencies :

  • Fluent in English and Mandarin-Chinese
  • Strong knowledge of the current retail environment in Asia
  • Good with time management
  • Good people skills
  • Qualifications and Experience :

  • 15+ years of marketing experience, preferably within a fashion apparel industry
  • Specific experience in developing and executing product and retail strategies
  • Understanding of, and ability to communicate the CALVIN KLEIN brand aesthetic
  • Demonstrated expertise within owned / operated and licensing business models
  • BA in marketing / communications / business / liberal arts
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