VF Corp

Position Summary

As a critical leadership role in Vans APAC, this position is responsible for leading the marketing, inclusive of CLM, vision and long-term strategy and enabling next level leadership to drive functional vision and planning.

• The primary purpose of this position is to develop and implement marketing vision & strategy maintaining consistency with global positioning while executing for consumer connectivity and commercial viability. This role will oversee marketing functions across brand marketing, brand communications, creative, and retail brand experience and CLM.
• This position will research, identify, and define needs of the Asian consumer and business both from the current market perspective as well as future growth opportunities.
• In a regional environment, act as a steward of the brand purpose to ensure the vision, positioning, architecture all drive for overall business goals.
• Ultimately the candidate should provide thought leadership to the broader business with a seat at the table and strategic approach to maximize brand performance, while leading, coaching and developing the Vans APAC marketing organization.

How You Will Make a Difference

What you will do:

• Work closely with VP/MD, Vans APAC and CMO, Global Vans Marketing to develop overall APAC & China brand strategy to help achieve business objectives including, but not limited to, leading and developing brand strategy discussions and ensuring insights led target consumer perspective. Analyze consumer trends and categories to help identify and influence product categories to enter as future sources of growth and ensure financial targets are achieved.
• Align with Global Marketing leadership to ensure APAC and China marketing needs are met and objectives, plans, activations are well communicated and understood
• Empower functional Marketing leadership in strategic development and decision-making ownership
• Empower development of Marketing campaigns across Vans APAC
• Drive momentum and long term brand health
• Match art with science: elevate data/analysis utilisation throughout marketing and the extended business to empower short to long term decisions via Consumer Insights collaboration and CLM
• Drive CLM/Vans Family strategy and expansion across APAC
• Work closely with Asia and China Sales and Product leads to make sure their critical needs are addressed and supported
• Foster strong network of key regional stakeholders including retailers, trade organizations, agencies and key opinion leaders
• Lead the Go-To-Market process and championing local needs in GC & ROA
• Engage, inspire and excite the organization around the brand vision, purpose and strategies so team is clear in bringing them to life in their areas of functional expertise
• Spearhead Brand Summits to communicate brand message to internally & externally
• Provide brand guidelines to ensure all vendors and internal audiences follow them and update them as necessary
• Operationalize strategic reviews to understand what worked, what didn’t and what are the learnings that can be applied to future actions

How you will do it:

• Develop seasonal marketing briefs and creative direction for Brand and monitor the team working with different talented agencies to deliver exciting and relevant campaigns
• Plan and execute marketing programs to raise brand awareness and consideration while analyzing and evaluating opportunities to drive consumer growth and loyalty
• Oversee the development and implementation of marketing programs and campaigns within budget to raise awareness and consideration.
• Develop and continuously evaluate KPI by marketing objective. Track and perform analysis of marketing metrics across media and channels.
• Contribute to the establishment of business and customer segmentation strategies by using market research and business intelligence effectively to provide marketing recommendations
• Empower annual functional planning and communication.
• Facilitate and promote communication and cooperation between Product, Omni-Channel and VF platforms to ensure alignment to brand vision
• Stay informed of competitive analysis and frequently with store visit/market visit to maintain expert knowledge of the industry and market
• Build and develop a team which is full of passion & energy, creative, professional and efficient
• Enable regional marketing team structure providing strong leadership and guidance to GC and ROA marketing teams
• Recruit and develop team members to optimize brand performance and maximize talent, including ongoing 1 on 1s, performance reviews and IDP planning
• Provide leadership, coaching and mentoring to the team, setting goals and provide regular feedback and guidance to increase both individual and team productivity
• Engage with key stakeholders in region to ensure integration within a matrixed organization. Success in this role requires close partnership and collaboration with teammates and peers working on vision strategy and execution

Free To Be, Inclusion & Diversity

As a purpose-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success

Minimum Relevant Experience: 10-15 years with relevant experience in a senior marketing/brand leadership role. Deep experience in marketing and brand marketing working for reputable, fashion, retail or consumer-facing multinational organizations, media agency background.

What we expect you: 

• Proven success in developing brand strategies, marketing, advertising, promotional and public relations efforts as well as customer loyalty programs and other customer acquisition strategies from concept to implementation.
• Strong analytical skills and proven ability to analyses quantitative and qualitative data, draw conclusions and develop actionable recommendations.
• Deep understanding of and experience with the Asian market, with global view/perspective – understand the marketplace as well as the consumer and how to successfully conduct business and build relationships.
• Details orientated and highly organized. Exceptionally astute in picking up and responding to unexpected situations and staying on top of matters.
• Evidence of strong conceptual thinking/innovation – a track record of generating new ideas/concepts that challenge traditional frontiers of thought.
• Sound financial and business acumen.
• Excellent interpersonal skills. Able to work effectively with a diversity of cultures and working styles.
• The intellectual capacity, presence, credibility and communication skills required to influence others at all levels within the organization. Must be able to convey an inspiring message in large group and individual settings.
• Strong executive presence. Principled and tenacious. A straight-forward, “low ego” communication style and leadership reputation is required.
• VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Preserve.

What’s in it For You

We’re in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That’s why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we’re the total package. Go to MyVFBenefits.com and click on “Looking to Join VF?” to learn more.

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