Job Title:Marketing Director – China & Hong Kong
Job Scope:Marketing & Communications
Geography:China & Hong Kong
Reports To:Vice President/Managing Director – China & Hong Kong
The Marketing Director, China & Hong Kong, will be overseeing the Marketing & Communications initiatives and campaigns in China. He/She will be responsible for developing highly effective branding strategy, leveraging both traditional and new media in an optimized mix to develop and strengthen the brand in China. Together with the Vice President/Managing Director of China & Hong Kong, he/she will also be responsible for identifying talent and recruiting a strong marketing & communications team in China.
·Formulate and implement focused and measurable marketing strategies.
·Oversee the execution of brand strategy, brand awareness, and brand positioning.
·Establish a product marketing and price positioning segmentation by sales channel.
·Create and execute dedicated marketing and communication initiatives by sales channel.
·Establish a leading demonstration, event and education execution team that promotes brand Experience.
·Ensure strict compliance of all brand executions with global guidelines. Manage and monitor all channel partners usage of the brand.
·Establish a leading “Experience” at partnership dealer and retailer locations. Set as a unique marketing initiative & demand generator.
·Build and oversee a digital platform via social media, SEO, etc.
·Create and oversee an expansion plan of the Academy in China to build consumer confidence and awareness in the brand and category.
·Develop and implement both national- and regional-based marketing & communication campaigns
·Build a world-class marketing & communications team and coach, mentor the team to deliver integrated marketing/go-to-market campaigns.
·Plan and direct all communication strategies and executions for China including: advertising programs, marketing initiatives, market research, PR, events and promotions, etc.
·Manage annual marketing & PR budgets with approvals to be made by Vice President/Managing Director and the U.S. head office.
MARKETING STRATEGY DEVELOPMENT
Web/Digital Marketing & Social Media
Alliance Marketing & Co-branding events
PUBLIC RELATIONS STRATEGY
·Develop both long-term and short-term PR strategy for the China market.
·Drive the implementation of PR & Publicity strategy and event marketing.
·Strategize and device the target media list, both online and offline media buying plan, social media strategy
·Flagship Store Opening - Develop, manage and oversee execution of store opening/event plans
·Establish and maximize relationships with editors, bloggers, TV, celebrities, and other media and partners including pushing for strategic product placements where possible and appropriate
·Nurture relationships with KOL (Key Opinion Leaders) and identify opportunities to enhance brand recognition and positioning
·Crisis management -- develop and implement PR contingency strategies/plans as appropriate. Draft statements for all potential issues.
·Define guideline and standard procedure for the customer services team to manage customers/end-users’ service call/emails/blogs/WeChat.
EDUCATION & PRIOR EXPERIENCE NEEDED
·Minimum 12 years solid experience in Marketing & Communications in China with a multi-national consumer-oriented business.
·Experience in marketing Global brands in durable goods/high-end consumer products is highly preferred.
·Experienced in the managing a premium consumer brand and corporate marketing events.
·An exceptional track record of developing and implementing marketing strategies that have consistently exceeded objectives.
·Strong sense of marketing trend with creative think-out-of-the-box mindset, and able to develop integrated marketing campaigns and maximize go-to-market impact.
·Presentable, hands-on and proactive with strong analytical, leadership and interpersonal skills.
·Solid experience in the use of consumer insight (business intelligence, market research)
·Comfortable in an entrepreneurial and result-oriented environment and ambitious with the ability to work under pressure;
·Good command of both English and Mandarin, Cantonese is a plus;
·Bachelor degree in business or related field is required;
·Some domestic and international travel required.