Senior Manager, Marketing (TNF ROA)

Role & Responsibilities:

Position Definition (Key Purpose of the Position): 

The position’s ultimate goal is to build The North Face to be the #1 Outdoor Brand in Rest of Asia. This role is to inspire, equip and enable the next generation of “Explorers” – to build an inclusive brand, to spark curiosity for adventure and to ensure they understand the latest product innovations that will help them achieve their goals.

This position is responsible to work with TNF Marketing APAC team closely to drive consumer-centric strategy and execution within APAC Integrated Marketing process that will differentiate TNF as the world-class brand & product storytelling experiences and activations that inspire and enable creative expression in our consumer in markets enlisted above. He/she will be responsible for managing the brand strategies, GTM process, campaigns, landing TNF global and APAC marketing tools and content, to connect with consumers throughout the purchase funnel, from planning to execution. This role requires a proven track record in people management, x-function collaboration, as well as in building strong brand and product marketing campaigns by leveraging the full marketing mix and delivering integrated solutions fully in line with our brand DNA and strategies.

He/she will be working closely with TNF Marketing head, responsible to collaborate closely with the APAC marketing team, ROA Omni Channel business and VM team, to ensure the markets will stay true to The North Face’s DNA, follow the TNF global and APAC brand guideline & campaign roadmap according to product booking, drive integrated marketing impact at brand and sales levels.  Provide guidance against in market execution and coordination of plans to guide market-based brand managers.

The role’s responsibility will cover HongKong, Taiwan and TNF APAC distributor markets, with Thailand, Singapore, Malaysia, Indonesia and the Philippines as priorities, covering Vietnam, Mongolia, Nepal and other markets’ needs on a regular basis.

He/she will:

• Work together with APAC Marketing head to manage TNF ROA GTM, seasonal brand roadmap, campaign planning, strategies, budget planning, guide ROA team on campaign executions and recap in designated markets.
• Drive collaboration between Marketing / Omnichannel and Sales Ops/ Product as well as global marketing peers to deliver and improve marketing deliverables throughout the GTM process.
• Manage and own ROA marketing budgets to maximize ROI and achieve financial plans. Track and monitor budget on a monthly basis to ensure compliance with company approved numbers
• Be the brand gate keeper, ensure TNF creative assets, digital/social/retail/EC presentation and BTL event activation/Sports IP on brand standard
• Support new store opening in ROA markets
• Consumer research, analysis, digital trends to fuel and support dynamic markets’ needs
• Athletes & outdoor community management & support, with key markets as priority
• Lead, coach and develop ROA marketing team, both from a structural and talent development standpoint.
• Support other APAC related projects when needed

Key Result Areas:

Brand Stewardship:

• Be the Brand Gate Keeper for ROA, create and develop brand strategy and budget with APAC marketing peers to fulfil ROA market needs, ensure regional consistency and local relevancy.
• Identify the right Global & APAC campaign assets for markets’ consumer touch points to fuel demand, raise brand awareness, engagement, and conversion.
• Lead, coach, support marketing team based on key markets, be the value-add and indispensable brand partners.

Consumer, Market & Business Intelligence:

• Share consumer insights with country teams to nurture consumer-led culture across the brand, leverage and integrate consumer insights to deliver effective consumer led campaigns and brand experiences
• Work closely with VF digital hub & CI team, and other sources to identify actionable insights, opportunities and key projects that will support APD markets’ brand development.

Brand Planning & Execution Excellence:

• Drive collaboration between ROA business team & APAC Marketing peers to deliver and improve marketing deliverables throughout the markets’ GTM (Go To Market ) process, ensure brand drivers & marketing key styles are aligned, ultimately to drive brand campaign execution consistency.
• Guide the country’s marketing team to plan & execute seasonal campaigns with targeted KPIs, including Performance & Sportswear categories, UE in designated markets, across marketing functions including Digital (social, CLM, EC), VM, PR, Sports Marketing and Events.
• Support marketplace transformation strategy, amplify L2/L2+ and other new stores’ marketing activations, drive consumer & community energy at designated retail destinations.
• Help country’s marketing team to set up KPIs and ‘how to measure’ methods, guide them measure marketing KPIs & ROI based on APAC brand planning guide.
• Report and recap with clear actions & follows; ensure the markets share campaign plans, recaps based on APAC brand cadences and templates.

Athletes & Community Management Support:

• ROA Athletes and community strategy (work with APAC Sports MKT team)
• Trail athletes & community in top countries, TNF100 landing in ROA markets
• Climb athletes & communities in top countries

Competency Requirements :

Behavioral Competencies -

(Please refer to VF guiding principles)

•                High EQ in working with cross function/multi-cultural partners

• Experience in managing complex organizational matrix (Region to markets)
• People management skill and experience
• Understanding of outdoor sports and business
• Understanding of retail
• Understanding of ROA key markets (HK, TW, Some APD markets etc)

•            Excellent interpersonal and communication skills (oral and written) with team of multi-cultural background, a leader as well as a pleasant team player

•            Entrepreneurial & result-driven

•            Presentation skill- both written and verbal English communication skill, able to produce impactful and succinct reports, content calendar, analysis, and recommendation on action

•            Optimistic and dare to take calculated risks

•            Team player and the ability to work independently

•            Communication and influence regionally, internally and externally with partners

•            Bold and creative thinking

•            Patient and resilient, able to work under pressure with multiple tasks simultaneously while meeting tight deadlines

•         Willing to travel

Functional Competencies –

List down specific set of functional skills required to perform in this role

• Deep understanding of The North Face brand with a passion for the outdoor industries
• Understanding of integrated marketing functions (PR, Digital, Retail and Events)
• Understanding of Go-to-market process and Brand planning process
• Consumer Culture & Insights Research Methodologies

Experience

Minimum Relevant Experience:  8+ years’ experience in brand marketing role managing full marketing mix and direct reports.

Study and/or working experiences in HK, TW, or SEA countries (Singapore is preferred).

Academic Qualifications

Minimum Degree Held: Bachelor’s or Master’s degree or above;

A preference for majors in Marketing, Communication or Business Management, though not mandatory.

Language Proficiency:

• Fluent in English (native speaker preferred)
• Understand and can speak in Mandarin.

Specific Working Conditions

Frequency of Travel: As required.

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