Director, Marketing, Brand Management, TH China

Tommy Hilfiger
Shanghai, China
Closing date
23 Oct 2023

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Job Details

Position Summary:

To be responsible for building the brand awareness and equity to fuel business growth in China market thru executing global and APAC marketing plans and initiating China marketing plans including cut-thru branding campaigns, influencer mkt and omni-channel customer engagement.

Primary Responsibilities/Accountabilities Of The Job:
  • Work seamlessly with APAC Marketing to develop Marketing Strategies and plans for China for increased brand awareness, improved brand power and sustainable business growth
  • Formulate and execute the strategies and plans mainly in branding, content, media, PR, events and CRM on an annual basis and adjusted on a monthly and quarterly basis
  • Oversee the brand positioning, targeted customer segmentations with consumer insights and MKT strategies behind
  • Collaborate with other key functions including Merchant, Visual Merchandising, Retail, eCommerce to drive key category push and activations

Brand & Content
  • Closely work with APAC to define the locally relevant cut-thru campaigns and celebrities
  • Own the local-produced content in identified product and activations with local creative agency
  • Lead the major commercial events such as new store opening, VIP Day, etc
  • Drive the brand positioning and customer segmentation which overarching MKT plans

  • Manage various social platforms including own social retaining, paid media, performance mkt, etc to increase brand reach, engagement and eComm traffic
  • Lead the eCommerce related campaigns working with eCommerce team
  • Keep on exploring new digitized communication approaches so as to keep brand vitalities.

  • Identify the on-brand celebrities and influencers to integrate with GTM and mkt plans
  • Lead the mega PR event to elevate brand image
  • Properly maintain the relationship with strategic talents for long-term collabs
  • Supervise team and PR agency to deliver brand and business KPIs

  • Define the customer acquisition and retention business strategies for short-term and long-term as part of GTM plans
  • Closely work with Digital Transformation department to ensure the full connection between business requirement and digital solutions


Qualifications & Experience


Mastery knowledge & skills - typically 15+ years of related experience


Bachelor Degree Required

Knowledge/Skills Required:

Native in Mandarin for full local insights and fluent in English for matrix communication;

Well balance between creative and analytical skillsets;

Strong in cross-functional communications and influencing;

Strong in initiating change and learning

Overall Impact & Contribution:

Is responsible for the strategy of a function or organization

Problem Solving:

Problems and issues require broad based solutions and require resources (human, financial or operational) to solve

Please provide an example of a typical problem this role would be responsible to solve:

Developing an influencer mkt plans which needs approved investment from finance, collaborative KOA project with HR, and traffic generation with channels


Responsible for making changes to process, product or programs


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.

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