Regional Marketing Director, Jo Malone London/ Bobbi Brown/ Frederic MalleTravel Retail APAC

Job Description

PRIMARY FUNCTION

• Key member of the Travel Retail APAC (TR APAC) Brand Leadership Team across Travel Retail APAC.
• Develop and execute TR APAC brand strategy across all markets and brands to drive brand awareness, engage consumer and generate revenues with integration of strong understanding and insight on multi-national consumer.
• Oversee the implementation of marketing calendar and product launch across the APAC markets.
• Represent TR APAC viewpoints with global brands and TR Worldwide (WW) teams to foster the understandings of business needs, market requests, and local trend projections.
• Work closely with Sales, Education and Store Design & Visual Merchandising to develop Trade Marketing Plan for holistic 360 executions of product launches, Digital/ KOL Strategy & Initiatives and consumer engagement activities.
• Responsible for preparing and managing to the marketing budget and investment choices including A&P, Event, VM & Collaterals, and promotional direct OPEX budget to make investment choices in delivering brands sales and NOP target.
• Lead the marketing team by providing guidance, coaching and fostering a culture of collaboration, entrepreneur and innovative spirit.

RESPONSIBILITIES

Drive Market Share and Increase Consumer Reach

• Work with all markets and key stakeholders to build Marketing strategy and provide excellence in marketing support in the following areas:
  • Develop Marketing directive on total brand strategy and product launches – including forecast/allocation, visual merchandising, and 360 execution. Build and Cascade TR APAC Go-To-Market on Key Activation.
  • Identify Online and Offline marketing opportunities in each markets to increase brand exposure and consumer reach, drive brand equity and market share.
  • Work closely with Sales and Education team to review trade marketing plans, markets updates, commercials request and latest consumer trends.
  • Develop high opportunity TR related program – 360 marketing campaigns, consumer experiences and new innovations.
• Maintain close liaison with TR WW Brand Team and Functional Teams.
  • Align and build 12 months marketing calendars with launch priority, budget allocation, primary activation plan (online & offline) and TR exclusive products (saleable / non saleable).
  • Provide most accurate forecast suggestion to TR WW through product analysis, region’s feedback, local markets trends, competitors performance and market / traveler behavior.
  • Regularly review on market and product performance and work on necessary actions
• Collaborate closely with key Business Units/ Affiliates members (China, Regional APAC and TRWW) and build marketing strategy to win collective market share.

Manages Operational Effectiveness

• Responsible to oversee that marketing activities (product launch, social digital and on counter activities) are properly executed and tracked with the sales team so that program effectiveness can be assessed.
• Maintain close liaison with regional and local affiliate Marketing Managers to coordinate launch dates, media schedule, etc. and update sales. Collaborate with affiliate marketing managers, where opportunities are available, in order to achieve economies of scales for both parties.
• Strategic leadership role in consumer facing aspects in TR channel including pricing strategy, new launch management, assortment, advertising messaging at counter, collateral, advertising buys for airports, in-flight, landed and online pre-order accounts, special events, promotions (containers, HPP, GWP).
• Collaborate and lead internal events with different stakeholders such as corporate campaign and internal sales meeting. Ensure seamless execution across cross-functions teams.

Improves Business Processes

• Oversee the implementation of process which enables sales team to have visibility on the available marketing collateral to be able to reorder in a timely manner.

Leads and Develops People

• Manage and Develop TR APAC Marketing Team.
• Foster the challenging spirit on bringing up innovative and entrepreneurial initiative.

REQUIREMENTS

· Relevant university degree (Minimum 8-10 years’ working experience in either a sales/marketing function)

· Excellent written and verbal communications skills

· Strong ability to drive projects with great business acumen, with successful track record in senior marketing roles and creating marketing campaigns.

· Strong project management, multitasking, and decision-making skills

· Metrics-driven marketing mind with eye for creativity

· Proven track record of good leadership and management skills

· Proven ability to plan and manage budgets

· Confident communicator with strong presentation skills

· Proficiency in MS Office namely Word, Excel and PowerPoint

· Willing to travel 30-50% of the time