Senior Director Marketing CK China

Profile

POSITION SUMMARY: Own the strategy and execution for all Calvin Klein marketing efforts in China market and within global /regional brand marketing guidelines. Lead a diverse local team responsible for Brand Communication, PR, Media Plan/ Buys, Digital Marketing, Social Marketing, Retail and Product Marketing, CRM.  Work with internal partners, including merchandising, visual merchandising, eCommerce, retail operations, and finance to concept, initiate and execute key initiatives.  Accountable for managing the China Marketing budget and expenses.PRIMARY RESPONSIBILITIES/ACCOUNTABILITIES OF THE JOB:  Overall Marketing:Closely work with Regional Marketing on developing fully integrated marketing programs seasonally across advertising, social/ digital, visual, promotions and public relations to ensure maximum impact, efficiency and alignment.Using market, industry, consumer and customer data and insights to identify best opportunities for development of the businesses.Oversee Brand Communications, Events, Brand Advocacy and Social Platform functions and guide agencies to create on-brand, on-budget plans that serve to support and enhance business and branding objectives.Working closely with merchandising and sales to deliver appropriate and effective sell-in programs and materials each season.Brand Communication & PR:Strategically determining the seasonal channel management strategy and allocates resources to maximize consumer engagement for each projectDeveloping media strategy for China.  Identifying, searching, and tracking the most effective media for Regional team’s review and alignment.  Working with media agency for results summary, analysis and learningIn complement with the macro-tier (celebrity and talent) campaign and amplification efforts seasonally, drive the continued identification, recruitment and relationship management with key Influencer and Advocate talent (within the brand’s core “Tribe” communities) for the purposes of consistent, authentic and positive word of mouth that is “always on”.Create best in class events and brand experiences in support of key initiatives, as part of the 360 consumer engagement plan to elevate branding, drive word-of-mouth and amplification.Retail Marketing:Create best in class in-store activities and brand experiences in support of key initiatives, as part of the 360 consumer engagement plan to elevate branding, drive word-of-mouth and amplification.Manage all marketing toolkits (e.g. GWP, look book etc.) for retail and online, ensuring all elements are leveraged and utilized by all local business units.Social and Digital marketing:Developing social and digital initiatives to meet brand and business needs, including content, commerce, social and PR.Ensure best In class content strategy and delivery for Calvin Klein owned platforms in China, Including Weibo, WeChat, Red, Douyin. Continue to assess new strategic platforms to lead the industry.CRM (Customer Relationship Management):Managing external CRM agency on all performance scope, KPI and budgetInitiating and implementing targeted promotion through CRM-segmented outreach (more focused effort), and analyze result and ROIE-com support:Ensuring all creative direction and assets and implementation strategy are timely received and executed on e-comManaging production on all assets creation for e-com; including product PDP shoot/ retouching/ delivery, Editorial shoot/ retouching/ delivery, and all webpage design and navigation flow.Maximize ROI of out of site media buy especially driving traffic and consumer engagement on Ecom platforms.Proactively initiating O2O opportunities through all marketing activities and eventsBudget planning, allocation, tracking, and reconciliation:Develop and manage annual Marketing budgets and responsible for ROI optimizationWorking with finance team on monthly LTF and ensure timely readjustment and summaryKEY COMPETENCIESInnovation: Leverages multiple and diverse resources for ideas and inspiration.  Generates creative ideas and alternative approaches.Drive for Results: Sets high goals for personal accomplishment.  Tenaciously works to meet or exceed goals by leverages available resources.  Stays focused, measures progress, and evaluates results.  Monitors results and delegates decisions to the appropriate level.Focus on People: Identify suitable talents and high willingness to develop future successors and young talents to better support rapid growth of the organization.QUALIFICATIONS & EXPERIENCE:Experience:   Above 15 Years of relevant experience in the fashion retail industry, at least 5 years in Director position.Skills: Have strong business sense and strategic thinking.Detail oriented with excellent organizational skills and a self-motivation.Strong knowledge of the current social influencers in China.Negotiating skills and ability to resolve conflict and multiple priorities.Excellent presentation and communication skills.Strong leadership skill.Education:  University graduate in Marketing, Advertising or Business Administration related majors.,datePosted:2021-01-12T00:00:00.000Z,title:Senior Director, Marketing, CK China,@context:****Director, Marketing, CK China in Shanghai, Shanghai, China | Marketing at PVH

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