Principal Accountabilities:
Under broad supervision:* Assist more senior Brand Managers in the development and execution of marketing plans * Introduce the marketing management function involving research or historical records, trends, analyzing consumer habits, competitor pricing impact, sales techniques, advertising performance, etc.
 

Knowledge & Skill Requirements:
* Bachelor’s degree in Marketing or related field *Equivalent years of experience in a substantially similar industry may be considered in lieu of a degree to be determined by the nature of the specific job and the hiring manager’s criteria* Three to five years of related experience preferred* Strong written and oral communication skills* Proficient PC skills
 

Knowledge & Application:
* Understands and applies the principles and practices in a recognized professional field requiring extensive academic preparation* Likely to be newly professionally qualified in a specific field, or will have extensive experience in complex technical area* Determines a course of action based on guidelines and modifies processes and methods as required* Generally requires knowledge of company policies, practices, and procedures
 

Problem Solving:
* Resolves issues which are often varied and non-routine* Uses previous experience to identify most appropriate option or improve existing approaches* Problems likely to require clarification* Undertakes analysis and investigation to solve differing, but related, problems* Work is performed under general guidance and direction* May require the initiation of contacts to resolve and discuss mutual problems or collaboration on procedures or transactions
 

Interaction:
* Conveys information to occasionally divergent audiences that may require some persuasion* In some instances will need to convey information to audiences not knowledgeable of the subject matter* Requires objective review of difficult work problems, obtaining cooperation or approval* Understands and communicates fairly complex information within the specialization or recognized body of formal knowledge
 

Impact:
* Impact is generally limited to short-term team performance, occasionally on medium-term goals* Supports the achievement of goals through own personal effort* Responsible for planning own work, assessing own progress, and adjusting efforts to meet goals* Beginning to have more of a contributory impact on team performance
 

Accountability:
* Accountable for meeting own targets which impact the immediate work area* Accountable for own targets which will typically be definable but not always financially measurable* May help coordinate the work of junior members of the team* Accountable for managing own impact on cost and profitability of the business

Position Definition (Key Purpose of the Position) :

This role is critical for APAC/CN digital marketing, Social/Paid content development and management, social community growth.

APAC Level: Key contact window between local markets and global for APAC overall social/paid content planning, approval, daily execution etc.

CN Level: Lead all own social platforms (WeChat, Weibo, Redbook) annual/monthly local contents planning & development. Paid content campaign execution support.

Key Result Areas:

Own Social Champion: Manage own social content creation and monthly calendar, social grid to maximize product storytelling by leveraging global assets and ride on consumer social intension, insights, shopper behavior.Paid Social & Campaign Support: Support Kipling brand awareness building and brand equity enhancement through paid social and act as the bridge between Global, Local Markets and relevant partners such as IP franchisor.Brand Consistency: Manage and ensure brand consistency for all digital and social media channels by leveraging Global assets & tools for local need.Result Tracking: Manage APAC / CN Own Social Performance Tracking. Responsible to analyze and oversee competitors’ landscape in quarterly basis.Collaboration: Lead external agencies and work with internal cross functions to drive annual content strategy to be in line with marketing and business objectives.Social Resources Management: Manage own social monthly budget forecasting include social posts amount, PR Sample, GWP or relevant incentive mechanism setting, maximize every single investment towards the brand objectives. Ensure digital content and own social are optimized with channel business needs.

Key performance indicators:

Brand Taobao Search Index Own Social Media Fanbase (WeChat, Weibo, Redbook)Own Social Media Engagement (WeChat, Weibo, Redbook)Brand content execution in line with Global Visual Guideline across digital and social channelsIP Collection ST%Hero Styles Revenue Target

Competency Requirements :

Behavioral Competencies -

(Please refer to VF guiding principles)

Business Acumen: Sensitive to consumer social trends and insights. Ensuring all decisions are related to current and future business opportunities.

Communication: Clearly conveying information and ideas through a variety of media to individuals or groups in a manner that engages the audience and helps them understand and retain the message

Innovation/innovative thinking: Generating innovative solutions in work situations; trying different and novel ways to deal with work problems and opportunities

Driving for results: Setting high goals for personal and group accomplishments

Building partnerships: Identifying opportunities and taking action to build strategic relationships between one's area and other areas, teams, departments, units, or organizations to help achieve business goals.

Functional Competencies –

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

Basic Microsoft office Staying updated on social media trends and best practices

Experience

Minimum Relevant Experience:Bachelor’s Degree or equivalent in Business or MarketingGood knowledge about China all social platforms, paid content environment and working experience at least 3 yearsStrong interpersonal skillsShould be self-motivated able to work effectively in an autonomous environment, proactive and persistent

R-20241210-0009