The Assistant Manager of the Integrated Marketing is people contributor to fuel and support the HOKA brand Lifestyle category development in China. He/She will assistant line manager and lead the integrated marketing communication across LS categories of footwear, apparel, and collaborations to drive our LS GTM strategy including seasonal storytelling, brand experience and integrated campaign development across all marketing channels.
He/She is responsible for LS marketing assets management, to ensure the brand image consistency, and interpret them with regional relevance. He/She is the hub to lead the view of all the LS comms plan from PR, Social, Media, Community, Retail MKT, CRM etc. to create a cohesive brand experience to the consumers, throughout all the accessing points – events, stores, E-com, etc.
40% Integrated Marketing Strategy Planning and Management
- This role needs to create specific lifestyle category GTM calendar (Lifestyle FTW + APP).
- Project management skill: He/she needs to supervise each lifestyle campaign execution result, manage the program overall timeline.
- Develop LS campaign strategies from concept briefing, content production to implementation ensuring all campaigns are on brief, deliver on time and meet the highest creative standards.
- Be contact window between Global and regional(JP) LS team, to ensure the concept and execution are fully aligned; regular meeting is a must. Manage & partner with stakeholders to develop best-in-class strategies to bring the creative idea to life through campaigns and brand experiences, including the strategic integration of PR, digital, media, retail, community，events, pinnacle channel partnerships, and regions.
30% Local Content/ assets Planning and Development
- Annually / Seasonally Plan the lifestyle local assets needs according to the Global Assets plan and local GTM, and MKT plan, with a clear brief of on brand creative direction, usage channel, assets format, deliver timeline, etc.
- In charge of local shooting for celebrities or products or KOLS. And closely work with PR,Social and Ecom team to get assets align with brand direction.
- Manage external pinnacle/ fashion boutique partners & collab brand marketing team, to be accurate and clear at agency or pinnacle partners briefing, leverage them to deliver high quality LS works for the brand.
- Be resourceful to the creative agency and artists, owners of fashion boutique, on trend LS brands. Always be agility to the latest industry trends, sneaker culture, new format, idea, technology of content creation.
- Manage the best quotation for the brand, and control the delivery quality and timeline, to assure the campaign launch on time in full.
30% Communication, Teamwork, and Reporting
- Strong in communication, build up good working relationship with internal stakeholders – (internal MKT functional team, Merch team, Sales team, Training Team, etc.). Make the plan / information/ assets/ guidelines fully received by them, by joining or initiate qualitive meetings, emails, or face to face talk.
- Assist line manager to create, adjust, or evolve the process of multi-function teamwork, by understanding the objective, team requests, pain points, and company rules.
- Create the reporting process and manage the shareback/reports to global mkt team and local leadership team, with qualitive datas, images, learnings and findings; Lead the Presentation of LS plans, reports, to the leadership teams, global team, internal team.
- Set up the clear tracking / evaluation policy of LS MKT campaigns, and consolidate the seasonal/ campaign / by phasing report from PR, Social, Digital, Community, Merch,Retail MKT, VE, etc.;
- Results orientated, plan the reasonable process and led time, to avoid urgency as much as possible.