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Brand Marketing Manager, Lifestyle, Vans Apac

Country : Area Hong Kong

Town : 香港

Category : Marketing

Contract type : Permanent

Availability : Full time

Company presentation

Organized in 1899, VF Corporation is a global leader in branded lifestyle apparel, footwear and accessories, with global iconic brands, 64,000 associates and $12.4 billion in revenue. Our businesses and brands are organized into four categories called coalitions, comprising: Outdoor & Action Sports, Jeanswear, Imagewear, and Sportswear. While VF is highly diversified across brands, products, distribution channels and geographies, our One VF culture and approach to doing business provide a unique and powerful competitive advantage.

Job description

- Vans is the international icon of creative expression in action sports and youth culture. As you undertake this regional leadership role among the Vans family, you will be responsible for global demand creation by partnering with cross-functional counterparts to seasonally identify and drive alignment around key stories & initiatives that balance brand-building and commercial excellence. You will:
- manage all lifestyle-related brand & product marketing plans and strategies
- provide guidance against in market execution and coordination of plans in partneship with country marketing teams around all brand/product marketing efforts targeted to a lifestyle consumer
- identify and maximize all opportunities to elevate Vans within the worlds of music, art and street culture
- This position is responsible for driving consumer-centric strategy and execution within the Integrated Marketing process that will differentiate Vans with world-class brand & product storytelling experiences and activations that inspire and enable creative expression in our consumer.PRIMARY ACCOUNTABILITIES
- Own & execute Vans APAC lifestyle marketing strategy through platforms, events and product marketing in support of company goals and financial objectives
- Build and guide execution of impactful and multi-platformed marketing programs that drive business by building consumer awareness, affinity and loyalty
- Drive understanding and sharing of APAC lifestyle marketing point of view among regional counterparts, and partner with country marketing to deliver related marketing plans aligned with seasonal cross-category GTM process and brand objectives
- Collaborate with country marketing leads to leverage knowledge and share best practices to develop and promote lifestyle marketing regionally
- Build and maintain relationships within the Expressive Creator community, providing strategic direction that is driven by a sound knowledge of youth culture marketing and trendsBRAND MARKETING
- Build and guide execution of Brand Campiagn marketing plans aligned with seasonal GTM process and brand objectives
- Guide, listen and support country marketing team on brand-right programming and integration
- Build relationships with country marketing team to ensure consistency with musicians, artists, agents, labels and managers
- Act as an internal thought leader and resource to marketing, creative and product teams in lifestyle
- Foster regional industry relations across music, art and street culture, leveraging network to identify opportunities and maximize brand partnerships
- Contribute to ambassador and influencer relationships by partnering with BrandComm Team
- Maintain a close relationship with key consumer groups and work closely with functional marketing leads in country and region to stay current on market trends
- Track, analyze and report on seasonal programs and partnershipsPRODUCT MARKETING
- Plan, control and guide execution of product marketing plans, and ensure sufficient local relevancy throughout activation
- Participate actively in the seasonal cross-category GTM process to drive seasonal product marketing plans and maintain alignment with key internal and external stakeholders
- Work closely with cross-functional category and regional marketing counterparts to create a high level of collaboration and shared vision in elevating key products and messages, ensuring category business needs are met for APAC consumers
- Understand consumer needs, identify market opportunities, to inform the global organisation of regional needs and nuances to deliver product marketing plans and assets that amaze and delight our target consumerTALENT
- Build partnerships with cross-function and country team members
- Inject/Integrate industry knowledge and trends to achieve Vans business and brand goalsREPORTS & BUDGET
- Execute all reporting needs against brand marketing, product marketing and GTM process
- Monitor Country's IMM plan to achieve business goals and drive brand excellence
- Host quarterly lifestyle reviews on market trends, competitive analysis, emerging cultural and industry trendsORGANISATIONSupervisor: Sr Brand Marketing Manager | Vans APACRELATIONSHIPS
Internal: Global Brand Marketing & Product Marketing, APAC & County Marketing functions & teams, APAC department leads
External: Expressive Creator Commuity - musicians, artists, etc, Contractors and production partners


The requirements listed below are representative of the knowledge, skills, and /or abilities required for the individual to be successful in this position.
- Education: Bachelor's Degree or above or equivalent through experience in creative field
- A deep understanding of the Vans brand, action sports, music, art and street culture
- Experience working in the youth culture, music and arts industry and extensive knowledge of the lifestyle retail space
- Language skills: Fluent in English. Chinese would be a plus
- Experience in working in multicultural teamsSKILLS
- Ability to work/communicate with all levels of the organization
- Develops collaborative and diverse relationships
- Ability to lead, coach and develop staff to improve performance and achieve professional
- goals as necessary
- Ability to work with various counter-parts to build seasonal strategies to support overall
- business initiatives and goals
- Ability to work independently, acquire new knowledge and future-looking regional perspective as necessary for tasks or projects
- Ability to manage multiple projects, set goals, and prioritize tasks
- High level of proficiency in Microsoft Office software, internet and job-specific applicationsCOMPETENCIES
- Consumer centric
- Excellent communication skills
- Gaining commitment and influence
- Building partnerships
- Cultivating networks
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