Senior Manager, Brand Marketing, Brand Management, TH China
- Employer
- Tommy Hilfiger
- Location
- Shanghai, China
- Closing date
- 6 Apr 2022
View more
- Function
- Marketing
- Level
- Senior Manager
- Hours
- Full Time
Job Details
PRIMARY RESPONSIBILITIES/ACCOUNTABILITIES OF THE JOB:
PR strategy and plan development
- Based on the global PR and APAC PR strategy, understand the local market challenges and identify opportunities to form annual and project PR strategies and action plans (both traditional PR & ePR) of both TH and TJ aimed at adding value to achieving overall brand objectives.
- Works closely with PR retainer agency to secure seasonal editorial coverage in national publications, enhance the brand awareness among the target consumers
- Work closely with regional PR team to plan seasonal publicity strategies to coincide with global initiatives, including media day, pitching stories about the brand and targeting covers and high quality editorials
- Outline and develop a strategic editorial plan for seasonal collections and long term brand building, to increase brand awareness and exposure based on China market needs in a variety of media outlets from television to print and online
- Fully leverage Tommy Now campaigns to increase the PR coverage in China, create the relevant PR angles to increase the brand exposure and provide media the premium brand experience
- Supervise agencies and suppliers to drive best results with reasonable qualitative and quantitative KPI setting
- Work closely with other marketing functions to ensure all the PR projects will be an important item of integrated marketing activities
3. Celebrity and KOL management
- Be responsible for brand ambassador management, including contract negotiation/cooperation briefing/global shooting/event attendance/seeding plan etc.
- Build the brand KOL strategy and segmentation; provide the best KOL resource based on the communication objective.
- To own and maintain the relationship with KOLs and to turn them be the brand advocators
- Support APAC team to build brand regional KOL pool to synergize the regional power
- Build the seeding calendar to ensure the brand exposure
4. Media relationship and sponsorship
- Handle daily media enquiries to strengthen brand image
- To manage all sponsorship related activities concerning the celebrities, not limited to product seeding, event, etc.
- Build and maintain the good relationship with the media, explore opportunities to maximize brands' and products' exposure on relevant media, especially the exposure on key media titles
5. Reporting
- Provide competitor analysis and regular reporting on communications activities
INTERNAL & EXTERNAL CONTACTS:
Internal: Global team/Asia Team/Digital and social team/CRM team
External: PR agency
SUPERVISORY RESPONSIBILITIES:
Direct: 1 member at M1 level
In-Direct: N/A
KEY COMPETENCIES
- Strategic thinking. Able to see into future and anticipate the trends, and create CRM strategies and plans accordingly.
- Strong analytical mind. Able to read behind figures and identify business opportunities and area of improvement.
- Proven expertise in direct marketing, and be effective and creative in both campaign organization and target customer communication via EDM, SMS, DM, online and etc.
- Able to take initiatives and make things done independently.
- An effective leader in team management and motivation. Previous experience in CRM vendor management preferred.
QUALIFICATIONS & EXPERIENCE:
Experience:
- Total experience at 8- 10 years in Marketing related fields with minimum 5 years PR experience within a consumer/fashion brand or agency
- Strong and solid media relationship in fashion/lifestyle industry
- Familiar with all traditional and new PR tactics to maximize earned media value, such as PR pitching, shooting...
- Experience with integrated marketing campaigns.
- Experience managing in a global/regional/local matrix organization required
- Excellent planning skill and writing skill
- Excellent communication, good command of English, written and spoken
Skills:
- Computer literacy and willing to work under pressure
- Excellent communication and presentation skills.
- Fluent in spoken and written English
Education: University graduate in Business Administration related majors
Company
TOMMY HILFIGER is one of the world’s leading designer lifestyle brands and is internationally recognized for celebrating the essence of classic American cool style, featuring preppy with a twist designs. Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS brands, with a breadth of collections including HILFIGER COLLECTION, TOMMY HILFIGER TAILORED, TommyXGigi, men’s, women’s and kids’ sportswear, denim, accessories, and footwear. In addition, the brand is licensed for a range of products, including fragrances, eyewear, watches and home furnishings. Founder Tommy Hilfiger remains the company’s Principal Designer and provides leadership and direction for the design process. TOMMY HILFIGER, which was acquired by PVH Corp. in 2010, is a global apparel and retail company with more than 15,000 associates worldwide. With the support of strong global consumer recognition, Tommy Hilfiger has built an extensive distribution network in over 100 countries and more than 1,800 retail stores throughout North America, Europe, Latin America and the Asia Pacific region. Global retail sales of the TOMMY HILFIGER brand were US $7.4 billion in 2017.
- Location
-
Stadhouderskade 6 Amsterdam
Amsterdam
1054 ES
NL
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