The posting
Acne Studios is a progressive luxury house and through collaboration and curiosity, we set high aspirations and strive for excellence. We value everyone’s contribution and embrace feedback to develop ourselves and others. We aim to minimize our environmental impact across all our operations and to address societal challenges in the way we conduct our business.
As Head of Marketing and Communication, Greater China, you will be responsible for the planning and implementation of the 360 Marketing & Communication strategy in Greater China region. Marketing & Communication activities will encompass branding, advertising, digital communication, PR & Media, events & retail marketing collaterals to support the brand retail distribution network. The Head of Marketing will need to localize global strategy with Acne Studios integrity as well as identify local opportunities and moments to drive commercial objectives.
CULTURE OF COLLABORATION
We firmly believe that when you feel supported, included, and trusted, it enables you to enjoy your work and thrive in it. You will be a part of a team of colleagues with diverse roles and backgrounds, each with their unique skills and experiences.
WHAT YOU WILL DO
As Head of Marketing and Communication, Greater China your main contribution will be to plan and implement the 360 Marketing & Communication strategy in Greater China region. You will report to President, APAC&Greater China.
Support Acne Studios in 360 Communications strategy optimization in China
- Develop and execute integrated marketing & communications strategy that will enable Acne Studios to sustain top-of-mind brand awareness in the market as well as to create relevance with Chinese customers (from content & storytelling to activation at large in media, social media, PR, event, Celebrity and KOL)
- Ensure that budgets and deadlines are met throughout projects. Coordinate internal teams and departments to ensure they deliver per plan
- Review local customer and competitor insights to identify the suitable marketing campaigns and commercial opportunities. Assist with all local productions to support these moments working closely with HQ Marketing production teams
- Manage and own annual marketing budget based on the full-year plan, and approved campaign budgets based on objectives and analysis of performance with Regional President
- Support all functions and ensure our brand message is strong and consistent across all channels (e.g. Retail, Digital Commerce, Clienteling)
- Establish key metrics to track performance of marketing & PR activations. Help build analysis and presentations to inform the business on ROI
Branding & Advertising
- Promote brand image through effective media and PR programs, manage the relationship and forward briefing of PR agency
- Advise on media buying and sponsorship opportunities to maximize the coverage, manage the relationship with the media agency and media suppliers.
- Creative thinking on the brand positioning to be in line with global strategy
- Leverage Acne Paper for Acne Studios community building via various activations
PR & Media
- Define the media strategy in the market and achieve stronger impact through the campaigns with the assigned budget, positively affecting sales.
- Editorial performance: generate product placement and brand stories in key media
- Increase media presence / visibility by improving relationships with key local media
- Write-up, circulate and follow-up on press releases and various communication tools.
- Build strong and efficient influencer strategy
Digital Communication & acceleration
- Build, manage and grow digital marketing channels to develop business opportunities and promote brand awareness
- Develop efficient paid, owned and earned plans in line with comms calendar and ensure proper execution.
- Manage the digital agency relationship to ensure success of both strategic and tactical outputs.
Celebrity Management
- Be strategic and continuously looking for new celebrities’ opportunities
- Ensure the talents add brand elevation values and maintaining perfect relations
- Maximize the usage of the celebrity exposure to benefit the brand awareness
Events organization
- Propose the most appropriate events and messages in line with Acne Studios strategies
- Execute events with vendors within the planned schedule and budgets
- Build efficient instore activity, VIC Events, Image Event strategies
- Plan events to support the opening of new stores, help generate hype and traffic
Team Management
- Lead team with full management responsibilities, including resource planning, recruitment, coaching and development.
- Identify new skillsets required to help future proof the business and delivery marketing excellence.
WHO YOU ARE
You have high aspirations and focus on details that create substantial impact. You enjoy working as a team and you embrace feedback to develop yourself and others. You are curious and thrive in a dynamic environment. Cooperation, respect, and clear communication are important, along with your ambition to learn and grow. If these qualities speak to you, we would love to have you on our team.
Specific personal qualities for this role:
- Good team player with strong leadership skills
- Excellent communication and presentation capability
- Fluent English and Chinese
Specific experience and knowledge for this role:
- 8 years of experience in luxury industry, holding several high positions in Marketing / PR related, exposure in Greater China markets is a must
- Degree holder, prefer fashion, marketing or business management major
- Strong business sense, clientele and comfortable in managing multiple projects
- Strong at planning, organizing, controlling and prioritizing
What matters most to us is not whether you master all the listed knowledge and skills. We are dedicated to recognizing the potential in each individual. We embrace diversity of people as well as ideas and viewpoints and encourage everyone's individual expression of their own identity.
