Senior Director, CK Brand & Marketing Operations, Calvin Klein Asia Pacific

PVH Corp

Hong Kong


0 year(s)
Full-Time
N/A


Job Description

POSITION SUMMARY:

Lead and manage all aspects of product marketing, including Go-To-Market initiatives, product launches, retail and promotional strategy development and execution, media planning and roll-out.

Work closely in partnership with our global marketing group in NYC and local country teams, JVs, distributor markets and licensees. Manage a diverse regional team responsible for Media Plan/ Buys, Digital Marketing, Social Marketing, Retail and Product Marketing for the Asia Pacific.

Manage and track Regional Marketing budget and expenses, and oversee the marketing and co-op (co-op includes Co-op Marketing, Co-op PR, and Co-op VM) spend by our country teams.

Being the go-to-person for all thats related to regional marketing, external and internal.


PRIMARY RESPONSIBILITIES:

Overall Marketing:

  • Lead and manage fully-integrated GTM programs seasonally across all functions

  • Using market, industry, regional, consumer and customer data and insights to identify best opportunities for the development of the businesses globally.

  • Work with the regional and local teams on the execution of all below-the-line marketing.

  • Work closely with product, merchandising and sales to deliver appropriate and effective sell-in programs and materials each season.

  • Work to ensure integrated decision-making occurs by involving key stakeholders throughout the marketing process

  • Maintain ongoing communication flow and clearly defined process between the global, regional and local marketing teams. Provides regional updates on the development of marketing tools to execute a consistent brand strategy around the globe.

Channel Management, including Social/ Digital Marketing:

  • Lead and manage the media/ channel management team

  • Strategically determining the seasonal channel management strategy and allocates resources to maximize consumer engagement for each project

  • Occasionally Asia will lead and develop the local campaign, being the project leader working with all concerning teams, from talent contract negotiation, production, budget, all the way to asset delivery.

  • Developing media strategy for the region and help the local team adapt and localize for local media execution

  • Identifying, searching, and tracking the most effective media for New Yorks review and alignment, and local markets execution

  • Working with media agency for results summary, analysis and learning

  • Censorship checking on the global/ regional assets for each local market

  • Developing social and digital initiatives to meet brand and business needs, including content, commerce, social and PR.

  • Working with the local team and recommend, review and obtain NYs alignment on all social content calendar

  • Providing support and direction for global marketing, PR and e-comm communication and budgets across all divisions.

Retail Marketing :

  • Helping strategize, develop and produce all marketing toolkits for retail and online, ensuring all elements are leveraged and utilized by all local business units

Manage and supervise all integrated content production:

  • Directing the Creative Studio and Project Management teams to plan and execute all marketing, advertising, and promotional activity from inception to completion.

  • Oversee packaging and trim development process, including new concept strategy, regional needs, timing, etc. while maintaining established standards.

  • GWP sourcing, developing and production for all local markets

Budget planning, allocation, tracking, and reconciliation:

  • MAE + Coop (Coop-marketing, Coop-PR, and Coop-VM)

  • Planning and allocation of annual and seasonal marketing/ PR/ VM related budgets

  • Getting alignment from all local markets

  • Working with finance team on monthly LTF and ensure timely readjustment and summary

Functional Competencies:

  • Fluent in English and Mandarin-Chinese

  • Strong knowledge of the current retail environment in Asia

  • Good with time management

  • Good people skills

Qualifications and Experience:

  • 15+ years of marketing experience, preferably within a fashion apparel industry

  • Specific experience in developing and executing product and retail strategies

  • Understanding of, and ability to communicate the CALVIN KLEIN brand aesthetic

  • Demonstrated expertise within owned/operated and licensing business models

  • BA in marketing/communications/business/liberal arts

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