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.
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.