This role requires experience in loyalty marketing, branding, strategic thinking, analytics, building strong relationships internally and externally, and project management.
The professional who best fits this position should have significant experience in running an experiential loyalty program.
S / he should be passionate about creating meaningful consumer experiences and have a relentless focus on driving brand engagement and long-term relationships with our consumers .
Loyalty Operations (80%)
Accountable to achieve program KPIs.
Close collaboration to with Global Loyalty team to adopt and translate global Vans Family strategy to regional needs consistently.
Driving localization needs and communication across regional and global to gain commitment and understanding the needs of Vans Family APAC.
Own planning and execution of regional loyalty campaigns and member experiences, including management of physical and digital fulfilment.
Monitor and adjust offerings as consumers use and respond to the program.
Work with cross-functional teams to develop and optimize program activity calendar and communication through all channels.
Plan and execute member communications strategy tied to consumer lifecycle and ensure global brand consistency of all program collateral.
Analysis, reporting and presentation of loyalty related KPIs, as well as individual campaign results.
Close collaboration with CLM consumer analytics team to progressively build consumer profiles.
Partner with internal stakeholders and external vendors to build, manage and expand program offering.
Manage loyalty budget. Balance operational and cost impacts. Increase contribution to overall company revenue and profit.
Ensure appropriate resolution of program member inquiries.
Oversee customer relations delivery, training and policies in support of overall brand experience vision and loyalty goals.
Loyalty Strategy (20%)
Work with Vans APAC stakeholders and Global counterparts to plan multi-generational roadmap for continual improvement of the program in alignment with long-term brand growth strategy.
Monitor market trends, pattern competitive landscape and loyalty best practices and share across stakeholder teams including Global.
Identify opportunities for increasing customer and program value through differentiated offerings.
Collaborate closely with technical and web teams to develop and optimize digital experiences across consumer touch points.
Drive regional program expansion.
Skills for Success : Marketing
In depth understanding of consumer behavior, market research and forecasting.
Experience with consumer lifecycle marketing, including driving consumer engagement via social media. Experience with WeChat, TMall / Taobao and KaKao Talk.
Passion for learning, testing, and creating new practices as it relates to exploring innovative campaign ideas that improve the consumer experience.
Well-versed in all aspects of business intelligence, marketing analytics and retail analytics and experience with applying analytics to digital commerce or digital marketing.
Analytics & Communication
Ability to combine data and research with marketing communications to maximize customer relationships. Understanding of loyalty program customer behaviors and points economics.
Understand the appropriate KPIs to show success and setting appropriate metrics and targets.
A history of using consumer data to drive marketing and sales outcomes or consumer experiences.
A basic understanding of modelling and analytical methodology.
B udget & Project Management
Experience with planning, executing, and tracking large marketing projects and budgets.
Experience forging strategic alliances and cross-functional relationships to drive superior results.
Strong attention to detail, and the ability to manage multiple projects simultaneously.
Develop annual production budget proposal in accordance with GTM strategy and spend allocation
Monitor and report budget on a monthly basis, and be positioned to readily identify YTD spend and committed non-committed status at all times
Host quarterly reviews to share opportunities and learning across the Vans APAC team
The requirements listed below are representative of the knowledge, skills, and / or abilities required for the individual to be successful in this position.
Education : Bachelor’s Degree or above or related field
5+ years of progressive experience in quantitative marketing disciplines, including at least 3 years in a consumer experience leadership position
Success in managing an experiential loyalty or membership program for a consumer-oriented brand.
Outdoor / action sports industry preferred.
Ability to influence, connect and collaborate with a variety of groups, cultures and personalities.
A deep understanding of the Vans brand, action sports, music, art and street culture
Language skills : Fluent in English & Mandarin