Head of Marketing, Comms Strategy and Content

5 days ago

Hong Kong, Central and Western District, Hong Kong SAR China The Goodyear Tire & Rubber Company Full time
Head of Marketing, Comms Strategy and Content

As the Head of Marketing, Comms Strategy and Content, this role is responsible for leading the transcreation process across all pillars of content for the entire AP region. He/She will be accountable to the Head of Global Content who leads central development, and he/she will do the transcreation (order assets with customized copy, images, within brand guidelines).

He/she will be working with different agency partners to ensure that we get the right locally relevant translation and creation to adapt to the local consumer. In this way, he/she is expected to have deep consumer and market insights to identify the right nuances to target audiences properly. He/she will also lead through the creation of the toolkit for new launches, ensuring it is within the approved global guidelines.

Through strategic planning and cross-functional collaboration, this role contributes to top-line growth by increasing market share and sales revenue, while supporting bottom-line profitability through improved product positioning, brand loyalty, and optimized resource allocation.

Responsibilities
  • Brand Communication and Toolkit Development (40%):
    • Drive deep-understanding of market and consumer insights to ensure that we get the best message to resonate through and directly addressed identified business questions to answer through the right content.
    • Develop best-in-class brand and product communication toolkits that support both above-the-line (ATL) and below-the-line (BTL) marketing activities, ensuring alignment with the global brand strategy while accommodating regional and local nuances.
    • Create content frameworks and storytelling guidelines to shape product messaging across digital, retail, and media channels, ensuring a consistent brand voice.
    • Collaborate with global approved creative agency to design campaign assets that effectively engage diverse audiences in our channel network.
  • Ensure seamless collaboration with Global and agency counterparts (20%):
    • Single point of contact that will work with the Global head of content and our identified content agency partner (globally and regionally).
    • Key metric here is to ensure that we build through advertising campaigns that align to cultural norms but also strengthen brand perception and consumer connection with an aligned global strategy.
  • Performance Analysis and Continuous Improvement (20%):
    • Use consumer and market data to evaluate the effectiveness of marketing campaigns and new product propositions, providing actionable insights for continuous improvement.
    • Develop and report on KPIs related to brand equity (e.g., market share, brand awareness, and brand health) to track progress against regional marketing objectives.
    • Manage the budget for regional Marketing design activities, ensuring that resources are allocated to high-impact activities that support revenue growth and profitability goals.
    • Identify and roll out best practices from pilot markets to the broader APAC region, ensuring that brand-building strategies are adapted efficiently.
  • Team Leadership and Cross-Functional Collaboration (20%):
    • Lead, coach, and motivate a high-performing marketing design team to achieve business objectives, fostering a culture of innovation and accountability.
    • Collaborate with R&D, Sales, Trade Marketing, and Supply Chain teams to align product development, marketing efforts, and distribution strategies, ensuring a cohesive go-to-market approach.
    • Build and manage relationships with external partners, including creative, media, and research agencies, driving excellence in campaign execution.
Required Experience:
  • 8+ years of experience in marketing, brand management, or campaign strategy.
  • Proven ability to develop and implement region-specific marketing strategies for global initiatives.
  • Strong experience in consumer insights, competitive analysis, and trend forecasting.
  • Experience in leading cross-functional teams and managing stakeholders effectively.
Preferred Personal Skills/Attributes/and Qualifications:
  • Expertise in managing brand equity metrics and scaling marketing strategies regionally across diverse channels, including retail and fleet sales.
  • Strong analytical skills with the ability to interpret consumer research and market data to develop actionable strategies.
  • Excellent leadership, communication, and stakeholder management skills.
  • Innovative and creative thinking.
  • Able to influence across the countries through thought leadership and effective stakeholder engagement.
  • Proficiency in English; Mandarin ability is a plus.
Education Requirement:

Bachelor's degree in marketing, business administration, or a related field (Master's degree preferred). Certifications in project management or strategy are preferred.

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