This role serves as a key member of the China leadership team with direct responsibility for implementing a strategic roadmap on China market to establish our HOKA brand. That position is responsible for leading the entire HOKA business unit to deliver our Sales and Profitability against our long range plan.
He/She will be at the source of the CN strategic plan reflecting market situation and trends. That position will play an important role in leading the discussion with the Global organization to facilitate the understanding and alignment.
Responsible for providing reliable assumptions to elaborate relevant financials targets, the role will define the best way of attacking the market and expanding our brand diffusion, by translating Business objectives in aggressive action plans to deliver Sales and profit goals across Sales and Marketing mix. He/she will be responsible for keeping a right balance between short term/long term objectives to guarantee solid business development for a long run.
The role will be the goalkeeper to ensure high standards contact point between our Brand / Products and final consumers. He will ensure solid connection with Business development team to deliver premium store locations and qualitative Online solutions.
The role will provide an efficient leadership and management of Retail, Partner Retail & Wholesale, eCommerce, Marketing and Merchandising teams. Leading, coaching and developing powerful team members with the clear ambition to come up with high teams’ engagement embracing local working practices and mirroring Deckers’ culture.
35% STRATEGIC PLANNING
- Define midterm Strategic Marketing plan to accelerate HOKA in China.
- Ensure alignment with global marketing on priorities, resources allocation and key leverages.
- Ability to understand changing Running & Lifestyle market dynamics, translating them into market’s mapping evolutions.
- Collecting information about actions and market positions from the competition based on own observations, direct contact with customers and Landlords.
- Monitors the competitive environment and makes recommendations to management for appropriate strategy
- Create and manage 5Y strategic roadmap for china, between Brand/Perf marketing investments, Between all distribution channels.
- Lead regular contact with HOKA global organization, through solid market inputs, active participation to GTM development process to be our CN’s voice.
- Translate strategy into actionable implementation to achieve pre-set objectives in company long range plan.
- Ensure resources optimization in building and efficient organization and solid team.
- Work closely with CN VP and communicate the strategic directions of the company.
50% DIVISION MANAGEMENT
- Lead key priorities execution : Grow brand awareness, build up performance credibility, expand distribution, recruit wider consumer audience, shape organization to grow,
- Manage BU, business review and Forecast sessions.
- Own HOKA P&L and take quick decisions to deliver against our goals : Top-line, Margin, Opex, Bottom line targets.
- Manage Mkt resources carefully to deliver against LRP ambition.
- Set up a permanent audit of Brand awareness & consideration to engage any corrective actions to make sure we grow our awareness and desirability on CN market.
- Increase our share of voice through Running community through aggressive grassroots activities and powerful partnership with Joyrun.
- Lead an ambitious Merchandising strategy to win in Road/trail running, Grow Outdoor and Leverage Lifestyle.
- Ensure Qualitative and Premium DTC offline/online expansion, and with Retail Partners to optimize market coverage.
- Be the chief orchestra of a relevant price policy to protect our brand position and optimize our in season/off-season final sell-thru.
- Develop strategic partnership with agencies.
- Work closely with Business development team to ensure best HOKA store locations.
15% PEOPLE MANAGEMENT
- Provide Strategic, inspirational, and visionary leadership to the HOKA business unit’ teams.
- Recruit, motivate and lead by example showing great passion for business development demonstrating a proactive and solution-oriented attitude.
- Define goals, support, and KPI to measure our performance versus our financials ambition.
- Manage with courage if some decisions or correction should be engaged.
What We Do
Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities. The Company’s portfolio of brands includes UGG®, Koolaburra®, HOKA ONE ONE®, Teva® and Sanuk®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, Company-owned and operated retail stores, and select online stores, including Company-owned websites. Deckers Brands has a 40-year history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally.
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