Assistant Marketing Manager

7 months ago

Hong Kong, Hong Kong SAR China Deckers Brands Full time

SUMMARY

This role will be responsible for driving and executing the marketing strategy for HOKA across APAC markets. This is a strategic role for Deckers and will need to have a high level of consumer and market understanding, be receptive to the cultural nuances and consumer trends in Asia-Pacific region, to assist and maximize the digital and social media impact and investments in performance marketing spends.

This role will be heavily focused on developing and executing an integrated marketing communication plan and be involved in the day to day planning and overseeing the development of seasonal marketing campaigns, digital storytelling and content creation, posting and moderation on social platforms, influencer strategy, paid media campaigns and global reporting. The role includes liaising with distributor partner’s marketing teams as well as agencies in the respective markets, overseeing retail marketing, development of strategic marketing pop ups and event plans and content localization in line with the brand guidelines and tone of voice.

KEY RESPONSIBILITIES (DUTIES & RESPONSIBILITIES)

It is the responsibility of the candidate to deliver integrated seasonal marketing plans for HOKA across APAC in alignment with the global strategy, regional commercial plans and regional marketing strategy. Provide direction and advise on Planning, Managing and coordinating the effective development and implementation of the distributor marketing plans as well as identify the brand development opportunities and oversee the development and creation of the localised digital content and tools wherever required.

This includes setting clear objectives and KPIs with the distributors to deliver in line with the agreed marketing spend.

PERSON SPECIFICATION SUMMARY

Education: Bachelor or Master’s Degree

This candidate should have 6-7 years’ proven marketing experience representing a brand, preferably in a sporting goods category, having managed integrated consumer marketing. They should be enthusiastic, inspired and driven to deliver strong brand building initiatives.

They would seek to have a greater understanding and awareness of the latest online and youth trends with an extensive knowledge of social media and its use in brand reputation, customer acquisition and brand advocacy. They follow and are interested in like brands in the social space. They will help educate internal stake holders on latest sports, fashion and lifestyle trends.

They will have a passion for creative content development and publishing editorial content. The candidate will be highly familiar with a variety of social media platforms and their respective audiences (Facebook, Twitter, Instagram, Naver, Kakao , Pinterest, Wordpress, Vine, Google+, etc.) with a strong understanding of how they can be deployed as part of a campaign to deliver ROI. The Candidate must be comfortable with Google analytics and other platforms.

PRINCIPAL ACCOUNTABILITIES & FUNCTIONS

LOCALISED BRAND CAMPAIGN PLANNING

Manage the process of localising the global marketing strategy for HOKA, create specific local campaigns and to ensure the market achieves the commercial and brand development objectives across all channels

Identify the APAC marketing needs and present these to the Global team. Where necessary manage the creation of local marketing tools with the distributor teams Give feedback and final sign off on local marketing initiatives in the marketReview marketing budget allocations by market by channel in collaboration with Senior Marketing manager; providing monthly, quarterly and annual reviews to APAC leadership teamEnsure distributors deliver all marketing activity and KPIS within the agreed budget and global strategy according to the different market maturity levelsCreate, plan, and deliver on the regional critical path and marketing calendarsManage the Social Marketing Calendars and Digital Media plans to deliver on the social plans across all platforms in line with the seasonal marketing objectives that have been set

Implement strategic moves to raise brand awareness and performance across all business channels and distributor markets

Involvement in future global marketing tool development projects CRM & EcommerceInvolvement in consumer insight studiesWork with DTC channel and local markets to identify opportunities of growth across all consumer segments, product categories and present back to Senior Marketing Manager and GM DAP

BUILDING LOCALISED CAMPAIGNS

Work directly with local markets and merchandising teams in planning, executing, sharing of best practices and identifying the successful initiatives across all touch points

Ensuring an omni-channel approach by managing the communication of plans across market and business channelAssist the markets in setting the seasonal objectives for the region to be implemented with all PR and Media partners across the regionSign off the Brand and Trade seasonal presentations to creative agencies(if applicable) to ensure they are in line with the regional strategyInvolvement in key press, events and retail launches in each marketEnsure necessary ‘go to market tools’ are available on time for all markets Oversee the writing of press releases, copy for marketing materials, annual reports, advertisements, and other related material Presenting to senior management the consolidated Brand and Marketing ROI reports for the region

CONTENT & CALENDARS

Support the distribution partners with the creation of regionally relevant social media contentApprove monthly social media content calendars for the marketsProvide creative input and sign off creative briefs, production plans and final outcome for local content creation

ANALYSIS & REPORTING

Compile key campaigns reports and present back to Senior Marketing manager, DAP GM and global teamsSet seasonal benchmarks and KPIS for local markets to report audience growth and engagement rates against

PARTNER

RETAIL MARKETING

Work with the distributor on full-year partner retail marketing strategy & communication plan for partner retail and pinnacle wholesale channelsDevelop integrated store opening plans together with distributor teams

PAID SOCIAL

Approve paid social market plans and monitor execution

CREATING AN APAC DISTRIBUTION MARKETING CENTRE OF EXCELLENCE 

Create and manage a platform where the different functions of marketing from the local distributor teams can come together and share plansCollect and cross-share best practices among markets and with global teamManage each of the distributor marketing functions – PR, Media, Social Media, Trade, Field Marketing, Online Marketing and Consumer Insight, to develop best practice in each of these areasManage a training and induction program in each of the marketing functions to support the distributor teams across the region

PERSON SPECIFICATION

Skills and Abilities

(Functional technical competencies)

Proven strategic marketing campaign development skills for a global brandPrevious experience of creating editorial content for a brand or media channel and a proven social media background are essential for this roleExperience of using social media engagement monitoring tools and analytics packages and the ability to draw conclusions and actions from dataAbility to work cross functionally with several teams and external agenciesExcellent verbal and written communication skills.Excellent time management skillsCommercially awareMust be current on digital trends to ensure familiarity with new and upcoming platforms, innovative application developments, and the latest device releasesFamiliarity with multiple mobile and tablet operating systems, including Android, iOS, and RIMFluent / Native English speaker, Korean language preferredFamiliar with Adobe Photoshop

Qualifications and Experience

(Years of experience & background required)

6 – 7 years’ experience of representing a global brand in a marketSport brand experience would be beneficial, especially within the footwear industryUniversity degree or equivalent marketing/journalism/Digital/Public Relations background

Character and Personal Qualities

Self Starter, conscientious and uses imitative to lead projectsHappy to multi-task in a fast paced environmentFlexible and adaptable to changeDrive and commitment to the role and the organizationAble to demonstrate a knowledge and passion for the brandCan quickly find common ground and solve problems for the good for all; can represent his / her own interests and yet be fair to others in the group; can solve problems with peers with minimum noise; is seen as a team player; encourages collaborationIs bright and intelligent; deals with concepts and complexity comfortablyEnjoys working hard; is action oriented and full of energy for things he/she sees as challengingUses rigorous logic and methods to solve difficult problems with effective solutions; probes all fruitful sources for answers; can see hidden problems, is excellent at honest analysis; looks beyond the obvious and doesn’t stop at the first answers.

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