Marketing Manager
VF Corporation
HKG
10小时前

GENERAL SUMMARY

  • Initiate and lead Vans overall APAC Brand Media strategy, planning, implementation and tracking.
  • Reinforce brand image and drive consumer engagement by presenting Vans in a coherent and effective way across media platforms.
  • Drive both brand marketing and commerce via paid media strategy to help achieve Vans APAC financial goals.
  • Close collaboration with Brand Communication team, Creative team, E-commerce Team including Sales & Product Managers to develop paid media plans based on the GTM.
  • GENERAL

  • Develop Vans APAC Media strategies, with a particular focus on digital, to continuously lead agencies to bring better ROI.
  • Leading APAC media agency todevelop digital media content strategy and track performance across platforms.
  • Lead media strategy and partnership with all key markets (China, Korea, HK, Singapore, Malaysia, India) to drive brand awareness and relevance.
  • Work closely with APAC E-commerce team on promotion objectives & budget planning for own.com and key channel platforms.
  • Coordinate support throughout region to ensure brand assets and media strategy guide & support e-commerce teams to deliver premium, on brand storytelling and consumer journey / experience.
  • Work with agencies to define KPIs, benchmark success and develop comprehensive reporting for all media campaigns.
  • Other digital & e-commerce marketing related work as assigned by Brand Communication Director
  • MEDIA STRATEGY & PLAN INTEGRATION

  • Clear paid media strategy and budget allocation for brand marketing
  • Work with agency to plan, develop and implement Vans APAC annual paid media strategy to amplify brand awareness & create unique consumer journey while optimizing ROI for all investments.
  • Gain commitment across marketing functions to ensure paid media strategy and content plan are fully integrated
  • Work with promotional partners to drive consumer-facing programs that build Vans.com traffic
  • Measure and track paid media performance and ROI
  • Seek innovative approach to build unique brand experience and engage target consumers.
  • Manage third party Marketing agencies and creative partners / individuals to maximize expenditure.
  • BRAND E-COMM MARKETING SUPPORT

  • Work closely with Vans E-commerce & Product Team to ensure seamless integration to creating and capturing brand heat to fuel sales ensuring a best in class purchase experience.
  • Partner with e-commerce performance marketing to plan and coordinate promotional assets and calendar for the purpose of driving traffic to own.com.
  • Support E-commerce with GTM process & developing regional strategies to achieve brand goals &financial targets.
  • Partner with e-commerce performance marketing to drive brand consistency and local relevancy across the region.
  • Leverage media partnerships to maximize benefits for Vans e-commerce platforms.
  • Regularly gather market feedback to further improve effectiveness of Vans APAC E-commerce marketing strategy, plans and tools.
  • BUDGET & REPORTS

  • Work closely with Brand Communication teamand E-commerce Team to monitor budget and ROI.
  • Develop annual budget proposal in accordance with GTM strategy and spend allocation.
  • Regularly analyse and review allocation of marketing budget to ensure results are achieved effectively.
  • Monitor and report budget on a monthly basis, and be positioned to readily identify YTD spend and committed non-committed status at all times.
  • Maximise every single investment towards the brands & business objectives.
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