Role purpose
This role executes the Regional brand priorities and projects that maintains and enhances the Aesop difference
and positions the brand to connect with stakeholders (media, advocates, customers) on a deep level. It develops
effective relationships with global and regional stakeholders and local marketing teams across Asia to deliver
brand communication programs with a focus on digital-first, public relations and key advocates and influencers’
program management and implementation. The candidate will be constantly identifying strong publicity, brand-aligned
partnerships and social content amplification opportunities to promote our brand health and
equity that can be tracked and measured successfully.
The role maintains a strong leadership in a matrix organization working with senior marketers in-market locally and global stakeholders at head office in London.
Primary Accountabilities
- Manage, implement and activate key brand projects as directed by Head of Marketing, Asia to secure impactful and high-quality coverage and publicity
- Lead, manage and coordinate the request for media interviews, attendance and responses with key spokespeople, working closely with Global PR Manager (and where relevant with Global Customer Service) to develop the right messaging and approach to local media inquiries
- Develop the calendar of brand content opportunities at market level and builds this into overarching Asia marketing calendar for the region
- Reviews and identifies key media (online and offline) and brand advocate relationships and activities together with local marketing teams to ensure flawless implementation
- Inducts, trains and manages the pitch & selection of any external PR agencies and lead brand induction and immersion for external parties and any new joiners in Aesop
- Lead the management and collation of effective Asia media and content creators reporting that aligns to Global reports and standards
- Work with Global and local marketing on identifying and implementing any brand-aligned partnerships and content (from brand partnerships, digital advocates, sponsorships, etc)
- Build relationships with brand aligned organizations to seek and identify brand alignments and sponsorships which enhance the brand at regional level
- Guide and manage briefing into Global & Regional Creative together with local teams for key brand projects in the region
- Work with markets & Global Social & Digital Marketing team to budgets planned for paid media, social media content according to the brand strategy and support on any brand content local asset planning on owned (global & local channels), earned and paid (local platforms)
- Ensure an integrated 360 marketing strategy through all relevant digital platforms and any possible offline initiatives and delivers an exceptional customer experience.
- Together with agency & markets to collate insight and monitor social media share of voice to understand Aesop positioning, consumer sentiment and share insights with relevant stakeholders
- Plan and manage regional marketing budget to spend effectively across various marketing functions.
- Organise press trips and guide local markets to deliver successful press and customer events and drive awareness and traffic for campaign launches.
Operational Marketing
- Facilitate cross-functional team’s communication and collaboration to work closely with regional digital commerce, retail, training and internal communication teams to achieve region & market objectives to ensure clear GTM and communication flows
- Plan and manage marketing budgets together with Head of Marketing and work directly with Regional Finance to track and manage spending
- Lead on regional reporting and best practice sharing
What we are looking for
- Solid marketing experience
- Public Relations or Marketing Bachelor's Degree or similar
- Practical understanding and knowledge of PR, Influencer Management and Digital Marketing
- Strong written and verbal communication skills - great communicator
- Strong collaborative working style and listening skills
- Unparalleled attention to detail and project management skills
- Ability to coordinate and collaborate with the different markets in Asia, establish rapport with other teams within the company, facilitate information sharing and to be persistence to deliver the right publicity outcome online and offline
- A practical, positive attitude and adept at problem solving
- Solid leadership and management skills as this role will need to have strong influencing and stakeholder management and communications skills
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What We Do
Aesop was established in Melbourne in 1987. Our objective has always been to formulate skin, body and hair care products of the finest quality, as well as fragrance and accessories for the self and home. All Aesop products are vegan. We do not test on animals and only use ingredients with a proven record of safety, efficacy and sustainability. We are on a journey to reduce our footprint on the planet that generously sustains us. So far, our progress has led to Aesop becoming a certified B Corp™. Alongside our commercial activities, we explore and support the arts as an avenue through which to inspire, learn and communicate. We are headquartered across two locations—Melbourne and London—with satellite offices and stores in many parts of the world, including New York, Paris, Tokyo and Hong Kong. Aesop has carefully cultivated a work environment in which our employees are constantly challenged to do their best. Our company is determinedly creative, intelligent and progressive, and nurtures these qualities by employing people who share our passionate interest in design, innovation, and incisive enquiry across all fields. Just as the ingredients in our products are carefully selected for their unique characteristics, so too are the individuals who work with us around the world – we value working with those who can bring a wealth of life experience and inspired ideas to our table.
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