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