Senior Director
VF Corporation

Job Description

The North Face is the premier exploration company in the world. Founded in the counterculture of Berkeley, CA in 1966 we have a long and storied legacy of enabling exploration, protecting our planet, and creating iconic and technically advanced product.

Our culture is born from the spirit of the Explorer and infuses everything we do. We love wild places. We spark curiosity.

We dare to disrupt. We create communities. And we lead with integrity. We are a community of explorers and are constantly looking for new ideas, places and people to connect with.

We take great pride in our ability to facilitate exploration for our employees and partners. By joining The North Face family you will be offered the opportunity, tools and environments to more deeply explore the world around you and make meaningful, lasting connections.

You will also be working on a team with a mission to protect our planet for generations to come.

The North Face is part of VF Corporation who guides powerful brands that are fueled by insights and innovation that put us at the heart of our consumers’ lives.

Many of our brands lead their respective categories, and some have risen to iconic status.

While our VF company and brands are diverse, we work together within a One VF culture to capitalize on our greatest opportunities for long-

term performance. Across our company, a collaborative, global mindset differentiates our products and the unique experiences we provide to our consumers.

It all adds up to a lasting competitive advantage built on harnessing the power of our differences to achieve great things together, all while positively impacting the lives of hundreds of millions of people and the world.

Job Definition (Key Purpose of the Job) :

This role is a critical leadership role for The North Face. It will play a key role in our overall Global growth and will demand a dynamic, collaborative leader.

The role is responsible for managing a team of almost 40 individuals in Asia and for playing a key role in the Global Brand team.

We are looking for someone with strong leadership qualities who can balance local market needs with a Global vision.

This role is ultimately responsible for leading entire brand building journey, developing solid and actionable long-term brand strategy and using relevant consumer insights and market understanding to define brand positioning and marketing strategies.

The primary deliverable of this position is to develop and implement marketing strategies maintaining consistency with global positioning while adapting content for Asia to ensure consumer connectivity and commercial viability.

This role will oversee marketing functions across brand, sports, communications, cultural, and retail marketing. This position will research, identify, and define needs of the Asian consumer, retailer, and athlete, both from the current market perspective as well as future growth opportunities.

This role will create and deliver seasonal brand stories and will work closely with the Global Brand team to maintaining brand consistency and with the region including direct management in China, Hong Kong, Taiwan and distribution model for the rest of the countries, except for Japan and Korea, where the Brand is owned by a third party.

In a regional environment, this role will act as a steward of marketing teams to ensure the brand that supports the brand vision, brand position, brand architecture all to drive and achieve overall business goals for the brand.

Ultimately the candidate should provide the strategic approach to maximize brand performance, while leading, coaching and developing the TNF Asia marketing organizations.

Major Challenges :

  • Build the brand equity in the Asian market and be an active member of the Global brand team, helping to build a consistent Global brand
  • Close the brand awareness gap to closest competitors and become the leading Outdoor brand in Asia Market;
  • Control timely delivery of marketing strategy and execution through tactful management, planning and activation;
  • Understand the direction among various levels of internal and external consumers in meeting their requirements;
  • Building trust with Sales and Product teams as well as business needs and requirements are reflected in marketing;
  • Apply a retail mind set to all decisions making.
  • Overall Brand Management :

  • Work closely with VP / MD, TNF Asia Pacific and VP, Global TNF Marketing to develop overall Asia brand strategy to help achieve TNF Asia business objectives including but not limited to lead and develop brand strategy discussions and in setting a bulls-
  • eye consumer target. Analyze consumer trends and information, and categories to help identify and influence product categories to enter as future sources of growth and ensure financial targets are achieved;
  • Drive and lead development of Global and local Brand marketing campaigns across TNF Asia;
  • Align with US and EMEA heads of Marketing to ensure Asian marketing program objectives, plans, activations are well communicated and understood among regions;
  • Manage relationship with key partner agencies, especially Ogilvy, providing direction and requirements during strategy formation and creative development processes;
  • Lead the digital development from digital strategy and provide content across brand site, social networking, e-commerce, CRM, and community platform;
  • Identify areas for research to understand market status and understand market needs in the Asia region to develop brand strategy;
  • Work with distributor markets to ensure TNF brand message and direction are aligned in local markets, identify products with potential and review / provide feedback / approve local marketing calendar as well as budget spent;
  • Work closely with Asia and China Sales and Product leads to make sure their critical needs are addressed and gather necessary support for any initiatives;
  • Foster strong partnership with key regional stakeholders including retailers, trade organizations, athletes, agencies and key opinion leaders;
  • Brand building and maintaining brand DNA in market relevant manner;
  • Lead the Go-To-Market process for Asia and championing the needs of the markets that aligned to brand goals;
  • Engage, inspire and excite the organization around the brand vision, value proposition and strategies so they are clear in bringing them to life in their areas of functional expertise (Product, Marketing Communication, Retail Brand Experience, Project consumer insight and business related);
  • Oversee the collection, analysis and utilization of market research and market intelligence to make recommendations that enable the brand to grow and expand its market share and is better understand and position the business.
  • Gather market intelligence affecting current business operations, trends and potential business opportunities in new and existing markets;
  • Maintain brand integrity across product lines, marketing, advertising, and all other internal and external communication as it pertains to TNF;
  • Spearhead Brand Summits to communicate brand message to external partners and participate in key presentations as required;
  • manage brand guidelines to ensure all vendors and internal audiences follow them and update them as necessary;
  • Develop Strategic Brand Review by analyzing opportunities, identifying key consumer targets, innovation opportunities, and activation strategies;
  • Marketing :

  • Manage key marketing initiatives including but not limited to Brand Marketing, Retail Brand Experience, Digital Marketing, Sports Marketing and Communications in direct markets based on marketing objectives;
  • Leverage suitable US and EMEA marketing resources and identify adaptable best practices to apply for Asia region;
  • Create and develop a regional guide and continually evolve marketing and sales promotional communication for TNF, ensuring local relevance whilst achieving consistent messaging and positioning;
  • including corporate and product specific sales presentation, product literature and trend confirmations etc.;
  • Develop seasonal marketing briefs and creative direction for Brand and monitor the team working with different talented agencies to deliver exciting and relevant campaigns;
  • Plan and execute marketing programs to raise brand awareness and value; analyze and evaluate opportunities to drive consumer growth and loyalty;
  • Oversee the development and implementation of direct marketing programs and marketing campaigns on time and within budget to raise the levels of customer acquisition, retention, and cross / up-selling;
  • Meet or exceed marketing performance measures; Track and perform analysis of marketing metrics across all media.
  • Be a champion of digital exploitation and work in a more with less mindset in developing the marketing mix;
  • Contribute to the establishment of business and customer segmentation strategies by using market research and business intelligence effectively to provide sound marketing recommendations;
  • Develop and implement the annual operating plan and communication. The customer communication plan should be included but not be limited to all touch points in advertising, event, PR, POS, digital, direct marketing and detailed measurement.
  • Facilitate and promote communication and cooperation between retail planning and buying, retail operations, Retail brand Experience to ensure all align to the brand vision;
  • Stay abreast of competitive analysis and frequently with store visit / market visit to maintain expert knowledge of the industry and market;
  • Financial Areas Plan, Budget & Expense :

  • Develop marketing budgets and expense to maximize the potential for driving the best business KPIs;
  • Optimize media mix to drive sound MROI;
  • Organization & People :

  • Build and develop the team which is full of passion & energy, creative, professional and efficient;
  • Define regional marketing team structure and provide strong leadership and guidance to Asia marketing team members;
  • Recruit and develop staff to optimize brand performance and maximize talent, including ongoing performance reviews and identification of development opportunities;
  • Provide leadership and coaching / mentoring to staff, setting goals and provide regular feedback and guidance to increase both individual and team productivity;
  • Engage with the key stakeholders in the region to ensure integration within a matrix organization. Success in this role also requires close partnership and collaboration with others in the working on strategies and execution regardless of where in the location they may be.
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