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参考代码:  81842

Marketing Manager

Shanghai, SH, CN

Permanent
  
  

Position: Marketing Manager

 

MISSION: This role is responsible for defining, implementing, and managing Marketing & Communications strategies for the Maison in China , in line with international guidelines and market specificities within the defined budget. 
The aim is to continue to elevate brand visibility, desirability, and capture market share by creating a strong integrated brand experience across all communication channels and touch points 

 

Key Success Factors:

•    Maintaining excellent relationships with headquarters, agencies, and press
•    Effective utilization of marketing tools & available resources
•    Understanding the brand DNA- and how further increase its relevance within the local target audience
•    Finding the right balance between creative strategy and flawless implementation 
•    Leading a highly motivated marketing communication team with coaching and mentoring to develop team members to the next level

 

OFFICE LOCATION: Shanghai, China
REPORTING TO: Omni Channel Marketing Director 

 

Main Responsibilities:

Strategy
•    Elevate Communications strategy in line with HQ guidelines and market specificities 
•    Build, implement, follow up and evaluate all Media channels, PR ,Events / VM plans and special projects  management ensuring full alignment with all stakeholders 
Budget management
•    Manage and follow up on Communication budget in line with marketing strategy mix and HQ guidelines
•    Manage and control A&P budget rigorously 
Communication
    Overall

•    Define , plan, and identify local communication platforms to build brand saliency through visibility on all media channels , PR and Events initiatives and implement effective 360 communication plan covering Media, PR, Events and VM 
•    Focusing on strategic targets (awareness, desirability, conversion) both qualitative and quantitative to ensure good return on investments 
•    Guide & motivate PR Agencies , Media Agencies maximizing media buying, share of voice and qualitative PR coverage 
•    Align directions from HQ Marketing team responsible for creative content , PR and corporate communications and ensure all activities, content and creative output meets brand’s standard that is needed for China


Advertising and Media
•    Develop and manage full media brief based on international guideline and local needs with different stakeholders 
•    Translate brand funnel media plan to optimize channel efficiency, traffic and conversion tactics base on brand corresponding audience , channel, and campaign strategies 
•    Lead media spending analysis especially in Digital media to evaluate the sufficiency of media investments to drive awareness and qualitative traffic to various owned digital and social platforms
•    Optimize media budget and design effective media campaigns in line with product launches and market seasonality to maximize brand awareness and desirability in China getting the best value for money
•    Work closely with Media Agency to strengthen relationships with key media channels and continue to build on new relationships across all media channels
PR and Events 
•    Identify, prioritize planning and execution agenda for all offline brand engagements via such as Roadshows , Product launches , and thematic events in close collaboration with HQ and local market needs based on different objectives with clear targets to recruit more prospects into the universe of Vacheron Constantin 
•    Ensure proper event planning and execution at different stages: pre and during and deliver post event reports with key learnings and areas of improvements base on defined objectives 
•    Define and monitor PR yearly action plans to ‘feed’ the press with relevant and interesting information all year long that drives brand desirability and qualitative PR coverage
•    Refine KOL / KOC / KOE pool and strengthen relationships exploring new opportunities in the digital / social space 
•    Closely manage all media relations including KOL / KOC and PR annual plans in co-operation with HQ PR team, local agencies  
•    Ensure accurate periodic reporting: PR evaluation monitoring, Competition analysis, benchmarking, and best practices 

Visual Merchandising 
•    Optimize Maison strategic visibility across China at each door and boutiques in close co-operation with commercial teams based on international guidelines and local specificities
•    Monitor and ensure proper representation of the Maison in all networks - Internal & external boutiques, corners, and Time Vallee in coordination with commercial teams, HQ, local suppliers, and retailers

Internal Communication
•    Articulate compelling strategies to put China’s priority front and center at HQ. 
•    Work closely and constructively with HQ team to fully leverage the resources from HQ to activate in local market.. 
•    Build, follow up and review Media / PR / Event and VM budget, according to defined strategies and agreed A&P 
•    Work closely with commercial team to provide clear strategy and help on building good relationship with partners
•    Champion cross functional teamwork and create an inclusive team environment that inspires diversity of perspectives and ideas ensuring a first to market approach

General Management 
•    Drive and manage large scale projects that delivers against communication objectives ensuring return on investments 
•    Ensure flawless implementation of marketing plans (budget, themes, timeliness) and assure timeliness and accuracy of monthly reports
•    Oversee agency management, manpower allocation and review on quality of deliverables to ensure improvements 
•    Implement and refine systems and procedures for continuous improvement on current business processes including communication flow with cross-function departments
•    Define, build, and manage with strong leadership skills, led by example, to develop and ensure growth of each team member via coaching and mentoring 
•    Monitor competitors’ brand and communication activities and share market intelligence to drawing learnings and implications for the Maison 
•    Highlight opportunities or trends for continuous improvement aligning with global marketing strategy and business roadmap

Key Performance Indicators
-    ROI of marketing campaign and activities/ events
-    Evolution of Share of Voice in China 
-    Evolution of PR coverage value 
-    Qualitative measurement of brand desirability – Brand Barometer
-    Team development and retention 
-    Budget reporting and execution accuracy

 

DIMENSION: 
Headcount supervised: 4
•    Events and VM Manager
•    Events and VM Sr Executive 
•    Advertising Supervisor 
•    PR Supervisor

 

Qualification and Competencies:

Education Qualifications:
    Bachelor’s degree in Marketing or relevant field

Experience:
-    Minimum of 8-10 years’ experience in marketing with ideally experience in China within luxury retail industry, preferable with some watch background
-    Strong media contact and prior creative content experience would be an added advantage 
-    Self-motivated & highly proactive; aggressive and energetic; positive, creative, and effective.
-    Good presentation , written and oral communication skills
-    Client centric thinking and good understanding of luxury industry
-    Good business acumen and commercial sense; good balance between conceptual and pragmatic approach
-    Strong in big project 360 management skills in campaigns and events in a  fast-paced environment -
-    Ability to pull data from various resources and translate this into trends , actions, and reporting templates
-    Adaptable to change and uncertainty with the flexibility to work in a dynamic and multicultural environment
-    Critical thinking with the ability to recommend improvements to current process
-    Strong leadership skills to leverage the potential of a diverse and highly motivated team   
-    Good time management, organization, and project management skills. 
-    Cooperative & helpful team player as well as a good networker
-    Skilled in both written and spoken English and Chinese Mandarin

Interpersonal Requirements:
    Does not stop with the symptoms but explore the root causes
    Shows interest in the evolution of customers behavior and the business landscape 
    Positive attitude and good team player 
    Self-starter, takes initiative with a growth mindset 
    Strong interpersonal communication and influencing skills 


About Vacheron Constantin

Vacheron Constantin, crafting eternity since 1755, has transmitted its expertise through generations of master craftsmen without interruption to craft its timekeepers for eternity. Representing for over 260 years the very spirit of Haute Horlogerie, Vacheron Constantin continues to design, develop, and produce outstanding timepieces that remain faithful to its three brand fundamentals: technical excellence, inspired aesthetics, and superlative finishing. Vacheron Constantin is the longest established submitting company of the prestigious, independent quality seal ‘Poinçon de Genève’ and produces the largest number of certified watches. This commitment has guaranteed the highest quality of its timepieces since 1901. Vacheron Constantin is currently active in 80 countries through 400 points of sales and continuing to develop in accordance with François Constantin’s motto “Do better if possible, and that is always possible”.

You will enjoy this new adventure THANKS TO
•    Our teams. You will join motivated, creative, and talented teams that share the same passion and energy. 
•    Our benefits. Joining Vacheron Constantin means working in a caring, transparent, and flexible work environment. We offer a workspace where you will feel welcome, and you will be able to give the best of yourself. 
•    Your personal development: You will enjoy career growth opportunities, as well as international mobility within the Maison or within Richemont Maisons.

Through our universe, our collaborators from different horizons share a common objective: the ongoing quest for excellence driven by the outstanding abilities and commitment of the women and men who work in our Maison. As a House of Connoisseurs in Haute Horlogerie, Vacheron Constantin has, at no time in its history, ever stopped creating, enhancing, and reinventing itself.

Be One Of Not Many