Role & Responsibilities:
Job Definition (Key Purpose of the Job):
The Media Manager for the Vans brand is responsible for developing and executing media strategies to enhance the brand's visibility and engagement across various platforms with a focus on China.
The role will need to collaborate closely with Vans global marketing, APAC marketing, APAC creative, China Omni channel and VF APAC Digital Hub team to drive integrated marketing impact at brand and sales levels.
This role must have strategic thinking and enterprise thinking towards integrated marketing campaign. Have 9 years expertise in media buy, marketing campaign or project management, and 4 years’ experience as a people leader.
Excellent communication skills, timeline management skills, data analysis capability and enterprise thinking. This role needs to be familiar with and always be agility to the media trends but have result driven mindset in daily work.
Love actions sports, sneaker culture and street culture.
Key Result Area:
30% Annual / Campaign base Communication Planning:
Assist line manager to formulate annual marketing strategies, annual budget, annual marketing plan and monthly campaigns to meet business and brand needs.Partner with Vans global marketing team, APAC marketing team and APAC creative to developing Vans China annual media plan, and co-work with Vans China PR, Omni channel and VF APAC Digital Hub team to achieve annual business goal or seasonal campaign objectives. Own and prepare China media budget to be spent effectively and ensure all projects are completed to brief on time and within budget.
40% Media Strategy & Plan Integration
Work with agencies to plan, develop and implement Vans China annual paid media strategy to amplify brand awareness & create unique consumer journey while optimizing MROI for all investments. Work with agencies to plan, develop and implement Vans China social media content strategy and operation plan based on annual business goal or seasonal campaign objectives.Assist line manager to lead Vans China marketing campaign integration including PR, paid social, action sports, retail brand experience and CLM.Seek innovative approach to build unique brand experience and engage target consumers.
20% Performance Management and Reporting
Marketing activity effectiveness analyses through internal and external resource based on KPI.Work with agencies to define KPIs, benchmark success and develop comprehensive reporting for all media campaigns. Work closely with PR, paid social team and Omni channel team to monitor performance tracking.Deliver other marketing related works assigned by Reporting Manager
10% Budgeting controlling
Develop annual budget proposal in accordance with GTM strategy and spend allocation.Regularly analyze and review allocation of marketing budget to ensure results are achieved effectively. Monitor and report budget monthly and be positioned to identify YTD spend, committed and non-committed spend status through Vans China Marketing budget all buckets.
Key performance indicators:
Taobao search indexRed search indexBrand health tracker indexSocial buzzRevenue target WeChat engagement rateDouyin engagement rateRed engagement rateBrand right content execution across digital and social channels
Competency Requirements:
Behavioral Competencies -
(Please identify 6 essential & 4 desirable competencies from the DDI Competency Dictionary)
Essential – Communication: Clearly conveying information and ideas through a variety of media to individuals or groups in a manner that engages the audience and helps them understand and retain the message.Consumer focus: Ensuring that the consumer perspective is a driving force behind business decisions and activities; crafting and implementing service practices that meet customers’ and own organization’s needs.Building Positive Working Relationships: Developing and using collaborative relationships to facilitate the accomplishment of work goals.Adaptability: Maintaining effectiveness when experiencing major changes in work responsibilities or environment; adjusting effectively to work within new work structures, processes, requirements or cultures.Driving for results: Setting high goals for personal and group accomplishmentsInnovation/innovative thinking: Generating innovative solutions in work situations; trying different and novel ways to deal with work problems and opportunities.Gaining Commitment: Using appropriate interpersonal styles and techniques to gain acceptance of ideas or plans; modifying one’s own behavior to accommodate tasks, situations, and individuals involved. Building partnerships: Identifying opportunities and taking action to build strategic relationships between one's area and other areas, teams, departments, units, or organizations to help achieve business goals.
Desirable –
Strategic Decision Making: Obtaining information and identifying key issues and relationships relevant to achieving a long-range goal or vision; committing to a course of action to accomplish a long-range goal or vision.Business Acumen: Ensuring all decisions are related to current and future business opportunities.
Functional Competencies –
List down specific set of functional skills required to perform in this role
Basic Microsoft officeGood knowledge on Vans brand, actions sports, sneaker culture and street culture.
Experience
9+ years of combined professional experience in marketing and managing marketing across disciplines media buy and social media.
Experience from Retail brands, especially in sports or lifestyle brands.
Passionate in actions sports, sneaker culture and street culture.
Experience in PR and KOL/KOC management is a plus.
Experience from sports brands is a plus.Platform coop experience is a plus.