Marketing Director, Le Labo, Asia Pacific

Job Description

Position Summary

As a brand steward, the Marketing Director will primarily be focused on building brand awareness and driving brand equity, upholding the alternative and unique approach to and mix of marketing and engagement tools, leveraging retail, trade and online marketing methods with local relevancy. This role will lead holistic & strategic APAC marketing direction for Le Labo via continuous partnership with cross-functional teams, trade partners, as well as all teams dedicated to the Le Labo business on global and affiliate level. This role will directly report to VP/GM, Jo Malone London & Le Labo, Asia Pacific.

Key Roles & Responsibilities

Overall job responsibilities:

• Leads development of APAC marketing strategy to build brand awareness, drive sales, grow market share and build brand equity across APAC markets.
• Enables and supports APAC markets by tailoring global marketing strategies and initiatives to regional needs, implementing locally relevant campaigns as needed while protecting Brand equity and ensuring execution excellence
• Fosters affiliate integrations of newly entered brands by providing regional guidelines and support to affiliates and global.
• Tracks and evaluates the performance of respective categories, provides recommendations and set objectives for respective category growth.
• Works with the Global Marketing lead to design campaign strategy and local relevancy
• Manages retail activities and marketing plan for distributor markets. Constantly connect with distributors to provide guidance on business target.
• Leads regular communication of marketing-related topics with all relevant cross-functional teams: PR, Forecasting, VM, Store Design, Online, and Education. Shares best practices to the markets, reduce markets’ workload on tasks to be worked out and leveraged regionally and simplify/enhance process between Global teams and the markets

Marketing & Engagement

• Develops marketing / client-engagement strategies and calendar for APAC, as well as planning for each channel of trade
• Develops appropriate traffic & awareness-driving initiatives for FSS and Brand.com as “flagship” stores for the Brand
• Works with retail partners to develop trade marketing plan, ensures cohesiveness across retailers in a strategic and brand-appropriate way
• Develops the local digital and social media activation strategies based on Global guidelines, leveraging local influencers, to both drive retail sales and build brand awareness
• Drives all elements of implementing each initiative on the marketing calendar, ensuring on-budget and on-time execution
• Facilitates the integration of consumer insight and foresight into actionable strategic and tactical recommendations and stimulates sharing among different markets

Launches

• Engages in market launch and integrations ensuring brand equity. Collaborate with market functions in system integration, supply chain arrangement and opening strategy
• Liaises with markets to identify support needs per market specificities. Builds marketing calendar with capacity and brand strategy in each market.
• Communicates with affiliates and distributors on development of locally relevant initiatives.
• Develops forecasting for any requested elements that need local forecasts, partnering with Demand Planning as needed

Reporting / Tracking

• Tracks all relevant reporting of initiatives (with trade partners, digital or in FSS) to track key KPIs and relevant metrics associated with each investment & initiative
• Tracks all budgets / investments, ensuring budgets are managed in a timely manner according to the fiscal calendar
• Stays abreast of all relevant competitive activity, within the Luxury Fragrance segment, as well as for any brands / segments relevant to Le Labo; prepares necessary recaps and reports to share with Global and markets as necessary; identifies Regional needs and opportunities, gathers market and consumer intelligence on the Regional market place and its key markets

Job Requirements & Qualifications

• University degree, preferably in Marketing, Business or Brand Management
• Minimum 8 years of experience, 5 years working experience in a similar capacity
• Work experience, either in marketing, sales or brand management in related field, retail marketing experience preferred
• Exudes passion for Le Labo and deeply appreciates, understands the Brand DNA, embraces the unique approach to marketing and client engagement, as well as the Brands alternative tools to drive sales
• Exemplifies the challenger spirit
• Demonstrated track record of innovatively driving sales, growing market share and building brand equity
• Strong business acumen and decision-making skills; ability to set key performance indicators, analyze raw data into meaningful and actionable insights
• A results-oriented performer, who sets ambitious personal goals and deadlines, and consistently meets or exceeds targets
• Be a motivated, self-starter, with the ability to work both independently as well as collaboratively with a team-player mindset
• Ability to work in a dynamic, fast-paced, independent environment, and manage multiple concurrent projects while collaborating effectively to leverage cross-functional brand strengths
• Strong communication/collaboration skills, interpersonal and leadership abilities
• Fluent in English with excellent communications skills written and oral
• Ability to speak other local languages would be advantageous
• Creative, yet pragmatic approach to problem solving
• Strong analytical and financial background
• Exceptional MS office skills