Senior Executive, Digital Marketing (Kipling APAC)
Position Definition (Key Purpose of the Position) :
This role is critical for APAC/CN digital marketing, Social/Paid content development and management, social community growth.
APAC Level: Key contact window between local markets and global for APAC overall social/paid content planning, approval, daily execution etc.
CN Level: Lead all own social platforms (WeChat, Weibo, Redbook) annual/monthly local contents planning & development. Paid content campaign execution support.
Key Result Areas:
- Own Social Champion: Manage own social content creation and monthly calendar, social grid to maximize product storytelling by leveraging global assets and ride on consumer social intension, insights, shopper behavior.
- Paid Social & Campaign Support: Support Kipling brand awareness building and brand equity enhancement through paid social and act as the bridge between Global, Local Markets and relevant partners such as IP franchisor.
- Brand Consistency: Manage and ensure brand consistency for all digital and social media channels by leveraging Global assets & tools for local need.
- Result Tracking: Manage APAC / CN Own Social Performance Tracking. Responsible to analyze and oversee competitors’ landscape in quarterly basis.
- Collaboration: Lead external agencies and work with internal cross functions to drive annual content strategy to be in line with marketing and business objectives.
- Social Resources Management: Manage own social monthly budget forecasting include social posts amount, PR Sample, GWP or relevant incentive mechanism setting, maximize every single investment towards the brand objectives. Ensure digital content and own social are optimized with channel business needs.
Key performance indicators:
- Brand Taobao Search Index Own Social Media Fanbase (WeChat, Weibo, Redbook)
- Own Social Media Engagement (WeChat, Weibo, Redbook)
- Brand content execution in line with Global Visual Guideline across digital and social channels
- IP Collection ST%
- Hero Styles Revenue Target
Competency Requirements :
Behavioral Competencies -
(Please refer to VF guiding principles)
Business Acumen: Sensitive to consumer social trends and insights. Ensuring all decisions are related to current and future business opportunities.
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
Innovation/innovative thinking: Generating innovative solutions in work situations; trying different and novel ways to deal with work problems and opportunities
Driving for results: Setting high goals for personal and group accomplishments
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.
Functional Competencies –
List down specific set of functional skills required to perform in this role
Basic Microsoft office Staying updated on social media trends and best practices
Experience
- Minimum Relevant Experience:
- Bachelor’s Degree or equivalent in Business or Marketing
- Good knowledge about China all social platforms, paid content environment and working experience at least 3 years
- Strong interpersonal skills
- Should be self-motivated able to work effectively in an autonomous environment, proactive and persistent