Brand Communications Analytics, Measurement and Insights Manager, North Asia

Your Role @ CHANEL

The North Asia region comprises the markets of Hong Kong S.A.R. and Macao S.A.R. (HKMO), Mainland China, South Korea and Taiwan regions, grouping markets of scale where brand leadership is well-established.  Together, these markets continue elevating brand, driving innovation, incubating future capabilities and continuing trajectories of growth for the long-term.

As a key steward under Communications and Culture, North Asia, the vision of “providing guardianship of long-term brand equity and amplification of the Chanel difference, through fostering partnerships internally and externally” is a guideline principal in harnessing the job mission.

As the Brand Communications Analytics, Measurement and Insights Manager, you will be reporting to and will be a critical partner to the Head of Communication Measurement and Media Operations, North Asia. Your mission is to operationalize and deliver on the strategic direction set by the Head, with hands-on expertise in communications and media strategy, POE measurement, analytics and insights, particularly around the North Asia region markets.

As part of the North Asia regional team, you will play a pivotal role in bridging between Global corporate teams, the divisions and the communications communities, to ensure vision, strategies and guidelines are properly adapted and interpreted into activation.

The Impact You Can Create @ CHANEL

Develop Cross Division and One House Strategic View

• Build, align and incorporate brand impact measurement KPIs across POE practices and platforms in the communication eco-system

• Collaborate with CHANEL Asia AD operations to provide media format and performance reviews for Artistic Direction and Image Department teams

• Support POE communications communities in the region and markets, through expertise and topics-based webinars, workshops, seminars, etc.

POE Measurement Center of Excellence

• Partner with business divisions in the region to drive key performance indicators benchmarks and evaluation matrix to define the impact and success of communications activities to drive continuous improvement

• Participate in Global guideline discussions and advise markets on adaptation and interpretation of the guideline

• Consolidate strategic topics on a quarterly basis and share progress with key stakeholders in the area KOL | influencers and media performances, POE investment, media mix, XHS RedNote partnership, etc., to generate insight for regional divisions in strategic planning

Media Operations Management

• Support managing the CHANEL media agency (LMM) partnership in the region and in the markets to formulate appropriate North Asia strategic feedback to Global stakeholders, for a consolidated partnership review

• Collaborate with internal and external stakeholders to gather and analyze media performance data, providing actionable insights and recommendations

• Develop and implement a robust media dashboard and media data analytics framework to measure and analyze performance of media campaigns across the region

Governance and Planning

• Develop and enforce media policies and guidelines to standardize processes and ensure alignment with Global standards

• Set up framework and lead audits and assessments of media activities to identify areas for improvement and ensure adherence to governance standards

• Familiarize in-house tools, external consulting firm (vendors, tools), e.g., for social listening, KOL management, third party data and full mapping of reports generated across North Asia markets and provide insight to business and brand equity

• Drive continuous improvement in media operations by proactively identifying opportunities, piloting new tools and approaches, and sharing platform-specific insights that inform both local and regional strategy

Your background will facilitate three crucial areas of input.

In-depth Knowledge of Media and Social Media Platforms

• Demonstrate intricate operational knowledge of leading media and social platforms, including, but not limited to, XHS Rednote, Kakao, Naver, Tik Tok (Douyin) and Instagram, with the ability to navigate, analyze, and derive insights specific to those platform eco-systems

• Abreast of evolving platform functions, audience behaviors and best practices across established and emerging channels in North Asia, providing nuanced perspectives

• Act as the subject matter expert for platform-specific measurement

Advanced Analytics and Insight Generation

• Translate platform-related data into strategic recommendations to optimize communications performance, support investment decisions and enhance brand equity

• Partner with the Head of Communication Measurement and Media Operations, North Asia to develop and refine dashboards, KPIs, and analysis

Holistic, Strategic Communications Measurement

• Bring a track record in communications across PR, events, social media and influencer marketing, applying this experience to strategic design and measurement frameworks

• Take a holistic approach to evaluating the effectiveness of communications activities, integrating qualitative and quantitative data to inform business and brand strategy

• Serve as a thought partner to the Head of Communication Measurement and Media Operations, North Asia, contributing to the evolution of best practices and the adoption of measurement technologies

What You Are Energized By

• Contribution to shape the North Asia Communications and Culture function and translating vision to practical plans and deliverables

• Collaborating with diverse cross-functional teams, fostering a culture of inclusivity and leveraging collective expertise

• Committing to continuous improvement and setting new benchmarks in governance excellence and Communications community engagement in the North Aisa markets

• Influencing critical topics and facilitating meaningful conversations in a non-hierarchical way

• Thinking innovatively to approach initiatives and challenges leveraging insights and data

What You Can Bring to the Team

Your expertise with a mix of traditional, digital, and social media strategies, including deep hands-on experience with leading media platforms in North Asia

• Strong analytical and data interpretation skills, with a proven ability to turn complex media data into clear, actionable insights

• Previous experience in communications, PR, luxury events, social media, or influencer marketing, with the ability to synthesize insights across channels for holistic measurement

• Excellent communication, collaboration, and project management skills to work effectively with the Head and cross-functional teams

• Demonstrated ability to lead tasks and project team

• Strong presentation skills and ability to articulate ideas and convince

What You Will Learn and What CHANEL Can Offer You

• A collaborative partnership with the Head of Communication Measurement and Media Operations, driving innovation and excellence in measurement and media operations

• The opportunity to be part of a dynamic team driving Brand Communication excellence

• Direct exposure to the intricacies of China, Korean and North Asian digital platforms and their impact on luxury brand communications

• A holistic exposure to CHANEL communications and the multiple layers driving brand success

• A stage to shape and impact the CHANEL organizational direction

At Chanel, we are you focused on creating an inclusive culture that nurtures personal growth, contributing to collective progress. We believe the uniqueness of each individual increases the diversity, complementarity and effectiveness of our teams. We strongly encourage your application, as we value the perspective, experience and potential you could bring to Chanel.