Assistant Marketing Manager, HK & Macau (HOKA)

It is the responsibility of the candidate to deliver a localised HK & Macau Marketing Strategy based on consumer insight, the regional commercial plans, and the global strategy. Provide direction and advise on Planning, Managing and coordinating the effective development and implementation of HOKA marketing plans in line with the Regional and Global Brand Marketing Strategies. Identify the brand development opportunities and oversee the development and creation of the localised digital content and tools wherever required.

This includes setting clear objectives with the distributors to deliver integrated marketing plans across Brand, Trade, DTC, Retail and social media in line with the agreed marketing spend.

PERSON SPECIFICATION SUMMARY (QUALIFICATIONS)

Education: Bachelor Degree

This candidate should have 6-7 years’ proven marketing management experience representing a sporting goods brand, with some experience in social media and digital marketing. They should be enthusiastic, inspired and driven to deliver brand appropriate marketing and event campaigns.

They would seek to have a greater understanding and awareness of the latest online and market trends with an extensive knowledge of social media and its use in brand reputation, customer acquisition and brand advocacy. They follow and are interested in like brands in the social space. They will help educate internal stake holders on latest updates of competition and consumers in HK & Macau.

They will have a passion for creative content development and publishing editorial content. The candidate will be highly familiar with a variety of social media platforms and their respective audiences (Facebook, Twitter, Instagram, We Chat, RED Wordpress, Vine, Google+, etc.) with a strong understanding of how they can be deployed as part of a campaign to deliver ROI. The Candidate must be comfortable with Google analytics and other platforms and should be able to work closely with agencies to delver campaign outcomes and manage strategic projects under the supervision of the Sr. Marketing Manager

PRINCIPAL ACCOUNTABILITIES & FUNCTIONS (ADDITIONAL POSITION DETAILS)

LOCALISED MARKETING STRATEGY

Manage the process of localising the global marketing strategy for the brands, create specific local campaigns and to ensure the market achieves the commercial and brand development objectives across all channels

• Identify the HK & Macau marketing needs and present these to the Global team. Where necessary manage the creation of local marketing tools with the distributor teams 
• Give feedback and final sign off to agencies on local marketing initiatives in the market
• Review marketing budget allocations by market by channel; providing monthly, quarterly and annual reviews to leadership team
• Ensure delivery of all marketing activity and KPIS within the agreed budget and global strategy
• Create, plan, and deliver local ad campaigns, lead creative brief process and drive the project management and delivery of campaigns with agency
• Manage the Social Marketing Calenders and Digital Media plans to deliver on the social plans across all platforms in line with the seasonal marketing objectives that have been set

Implement strategic moves to raise brand awareness and performance across all business channels Wholesale, Partner Retail and DTC

BUILDING LOCALISED CAMPAIGNS

• Ensuring an omni-channel approach by managing the communication of plans in the market and business channels
• Assist in setting the seasonal objectives to be implemented with all PR and Media partners/ agencies
• Sign off the Brand and Trade seasonal presentations to creative agencies (if applicable) to ensure they are in line with the regional strategy
• Involvement in key press, events and retail launches in each market

• Ensure necessary ‘go to market tools’ are available on time for the partner/ agencies 

• Oversee the writing of press releases, copy for marketing materials, advertisements, and other related material
•  Presenting to senior management the consolidated Brand and Marketing ROI reports for the market

CONTENT & CALENDARS

• Support with the creation of regionally relevant social media content
• Develop monthly social media content calendars for the market
• Support local market with moderating content, incoming community engagement on a daily basis and escalate/take action where appropriate
• Develop the copywriting of all social media campaigns executed by the local markets. To include, but not limited to Facebook, Twitter, Instagram, Vine and Blog
• Be familiar with various social content management systems such as Hootsuite and Sprinklr
• Create seasonal influencer outreach/ seeding programmes to be rolled out in HK, Macau &Taiwan
• Be in direct and frequent contact with relevant social media influencers and agencies

ANALYSIS & REPORTING

• Compile monthly reports using various social media monitoring tools, including but not limited to Facebook, Instagram, page insights, Google Analytics, Icono square and Twitter Analytics and other localized tools in HK & Macau
• Compile PR reports from the Agencies
• Set seasonal benchmarks and KPIS for local markets to report audience growth and engagement rates against

PARTNER

RETAIL MARKETING & TRADE MARKETING

• Work full-year retail marketing strategy & communication plan for partner retail and pinnacle wholesale channels
• To set up full year/ seasonal / monthly activity calendar, GTM plan for offline stores including Pop ups, Concept stores and Experience Center

• Seek co-branding or collaboration opportunity for retail marketing activity around partner retail stores.
• To setup the guideline and SOP for wholesale/partner marketing team to do marketing activities
• Manage the VM agency to ensure on-time, and high-quality, on-brief deliverables for Store refresh programs and Seasonal product launches/ window programs
• Work closely with the distributor retail teams to do monthly, quarterly budget forecast based on the strategy and sales plan

PAID SOCIAL

• Run paid social media ads across in HK, Macau &Taiwan
• Work with HK, Macau &Taiwan social agency to optimise content and targeting to ensure ads deliver maximum ROI

SPORTS MARKETING 

• Plan and Project Manage key events and marathons including UTMB and POP-UP activations
• Collaborate with brands/ wholesale and alliance partners for events to create immersive experiences
• Actively build registration for the HOKA Run club activities
• Plan and execute the master class series
• Manage athlete contracts and relationships including seeding programs

PERSON SPECIFICATION (ADDITIONAL POSITION QUALIFICATIONS)

Skills and Abilities

(Functional technical competencies)

• Previous experience of creating editorial content for a brand or media channel and a proven social media background are essential for this role
• Proven strategic marketing campaign development & Project Management skills for a global brand
• Experience of using social media engagement monitoring tools and analytics packages and the ability to draw conclusions and actions from data
• Ability to work cross functionally with several teams and external agencies
• Excellent verbal and written communication skills
• Excellent time management skills
• Commercially aware
• Must be current on digital trends to ensure familiarity with new and upcoming platforms, innovative application developments, and the latest device releases
• Familiarity with multiple mobile and tablet operating systems, including Android, iOS, and RIM
• Fluent English, Cantonese speaker
• Familiar with Adobe Photoshop

Qualifications and Experience

(Years of experience & background required)

• 6 – 7 years’ experience of representing a global brand in marketing and social media in HK, Macau &Taiwan
• Sport brand experience would be beneficial, especially within the footwear industry
• University degree or equivalent marketing/journalism/Digital/Public Relations background

Character and Personal Qualities

• Self-Starter, conscientious and uses imitative to lead projects
• Happy to multi-task in a fast-paced environment
• Flexible and adaptable to change
• Drive and commitment to the role and the organization
• Able to demonstrate a knowledge and passion for the brand
• Can quickly find common ground and solve problems for the good for all; can represent his / her own interests and yet be fair to others in the group; can solve problems with peers with minimum noise; is seen as a team player; encourages collaboration
• Is bright and intelligent, deals with concepts and complexity comfortably
• Enjoys working hard; is action oriented and full of energy for things he/she sees as challenging
• Uses rigorous logic and methods to solve difficult problems with effective solutions; probes all fruitful sources for answers; can see hidden problems, is excellent at honest analysis; looks beyond the obvious and doesn’t stop at the first answers.