REGIONAL MARKETING STRATEGY

Manage the process of regionalizing and localising the global marketing strategy to ensure the region achieves the commercial and brand development objectives across all channels

Identify the regional marketing needs and present these to the Global team. Where necessary manage the creation of local marketing tools with the distributor teams Give feedback and final sign off on local marketing initiatives in distributor marketsReview marketing budget allocations by market by channel; providing monthly, quarterly and annual reviewsEnsure markets deliver all marketing activity and KPIS within the agreed budget and global strategy according to the different market maturity levelsCreate, plan, and deliver on the regional critical path and marketing calendarsManage the Social Marketing Calendars and Digital Media plans to deliver on the social plans across all platforms in line with the seasonal marketing objectives that have been setOversee the development of localised social content to drive brand engagement

Implement strategic moves to raise brand awareness and performance across all business channels and distributor markets

Involvement in future global marketing tool development projects e.g. CRM & EcommerceInvolvement in consumer insight studiesWork with DTC channel and local markets to identify opportunities of growth across all consumer segments, product categories and present back to leadership and US team

BUILDING REGIONAL CAMPAIGNS

Work directly with local markets and merchandising in planning, executing, sharing of best practices and identifying the successful initiatives across all touch points

Ensuring an omni-channel approach by managing the communication of plans across market and business channelAssist the markets in setting the seasonal objectives for the region to be implemented with all PR and Media partners across the regionSign off the Brand and Trade seasonal presentations to creative agencies (if applicable) to ensure they are in line with the regional strategyBuild event specific regional campaigns and drive premium execution: Fly Lab from brief to executionPresenting to senior management the consolidated Brand and Marketing ROI reports for the regionInvolvement in key press, EVENT and retail launches in each marketEnsure necessary ‘go to market tools’ are available on time for all markets Oversee the writing of press releases, copy for marketing materials, annual reports, advertisements, and other related material

DISTRIBUTOR SUPPORT

Work with emerging markets to deliver successful Go-To-Market plansSupport all Franchise store openings from a retail and marketing perspectiveEnsure and monitor the contractual investment is being spent by our Distributor partnersEnsure both the distributor marketing teams and agency partners understand the brand values and the global objectivesReview and feedback seasonal marketing plans and 30-60-90 plans of all markets

ANALYSIS & REPORTING

Prepare Regional Marketing budgets based on market prioritiesAnalyze the regional marketing investment each season and present to leadership teamCollate all marketing related information from brand, ROI and partner reports and communicate relevant information to senior managementManage the APAC marketing budget on a monthly basis as well as present forecast spend for future fiscal years where necessaryBe organized and keep up to date records of each market’s activities, marketing plans and spend per season, identifying areas of opportunityCreate an informative quarterly regional report to give the Senior Management in the business an overview of Regional marketingAnalyze research reports to build marketing plans

CREATING AN APAC DISTRIBUTION MARKETING CENTRE OF EXCELLENCE 

Create and manage a platform where the different functions of marketing from the local distributor teams can come together and share plansManages each of the distributor marketing functions – PR, Media, Social Media, Trade, Field Marketing, Online Marketing and Consumer Insight, to develop best practice in each of these areasManage a training and induction program in each of the marketing functions to support the distributor teams across the regionWork with the US heads to develop global best in class practices

Measures

Quality of reporting on marketing from the regionROI on marketing activations across the regionQuality of marketing execution and level of investment in the Distributor markets across the regionHitting the overall Regional Commercial PlanCreativity and originality of regional marketing initiativesYearly Brand Tracker: see an Increase positive brand perception, awareness preference in the key APAC distribution marketsYearly Feedback from local distributor marketing teamsOverall performance in delivering what the local markets need to deliver their plans