VP, Marketing Tommy Hilfiger Asia Pacific

Hong Kong, Hong Kong
22 Apr 2022
29 Jul 2022
Full Time
Position Summary

The overall aim is to transform marketing to become more value driven with a business minded approach to deliver more impact. Inspiring commitment from teams and stakeholders through a vision supported by a strategic framework will be key to create momentum. Capability building and challenging the status quo will be an integral part of this journey. A "test to invest" mentality will enhance the capabilities of the Marketing function and fuel a strategic business partnership.

In this position the job is to develop, innovate, and drive transformation across the entire Consumer Journey for the brand, as an integrated team. Encompassing this integrated way of working is the holistic approach to media to instore experience, from online to our social presence, with "life cycle" view on the consumer, from targeting to increasing life time value.

This role is pivotal within the Tommy Hiilfiger Asia Pacific Leadership team and is responsible to take global direction and concepts and localize them for the region and markets. Accountable for achieving region specific objectives by owning regional brand activations, Media, Social, Loyalty, Online, Wholesale/Retail activations and Instore Experiences. Liaising with PVH strategy to strategize and enhance the brand's CRM capabilities

Primary Responsibilities/ Accountabilities Of The Job :
  • Develop strategic marketing framework to elevate and strengthen the brand, enhance the overall shopping experience across ominichannels aiming to become truly consumer centric and business minded strengthening the brand and drive business and sales growth in Asia Pacific
  • Support growing the online channel and turbo charge eComm in line with strategic ambitions
  • Provides relevant region-specific insights for global campaign planning and cascade down global direction and frameworks as input into regionally relevant programs and strategies, localize global campaigns to ensure relevance in execution
  • Determine budget allocation for business, campaigns, channels and tactics to meet objectives and manage and optimize spend with a focus on results
  • Drive consumer intimacy, personalization and consumer base to grow value with consumers over a longer period through acquisition and retention mechanics
  • Advance marketing performance dashboard to support "test and learn" mindset with a structured heartbeat to drive transparency across the region on successes and growth drivers
  • Replicate learnings and successes and implement with speed to accelerate growth
  • Work closely with Global to identify and clarify roles and responsibilities in order to gain efficiencies, improve quality of work and be able to respond and act with speed
  • Leadership role in defining requirements and leveraging platforms to grow the consumer base, develop learnings, personalize our direct dialog with the consumer and increase value contribution to Company Stores and eComm
  • Partner with Product Design and Development to better understand early on how to best set marketing strategies and co-shape high-level direction
  • Manages regional team (Regional Brand Activation and Go-To-Market, Channel Activation, Consumer Experiences & Events, Paid Media)
  • Play an active part in the Global Marketing Senior Leadership team, helping to both develop and implement global marketing strategies and activate with impact in the region
  • Drive transparency at Global Marketing/Asia Pacific Senior Leadership level and across the regional organization of marketing's contribution to the business, key programs, activities and learnings
  • Escalate issues and improvement areas to the Global/ Asia Pacific Senior Leadership Team
  • Proactively drive development of strategic and operational skills and capabilities
  • Co-shape how to become a truly global brand and make a difference in the fashion industry
  • Role model PVH and Tommy Hilfiger values and leadership behaviors and contribute to make PVH a great place to work