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 markets
- Review marketing budget allocations by market by channel; providing monthly, quarterly and annual reviews
- Ensure markets deliver all marketing activity and KPIS within the agreed budget and global strategy according to the different market maturity levels
- Create, plan, and deliver on the regional critical path and marketing calendars
- Manage 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 set
- Oversee 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 & Ecommerce
- Involvement in consumer insight studies
- Work 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 channel
- Assist the markets in setting the seasonal objectives for the region to be implemented with all PR and Media partners across the region
- Sign off the Brand and Trade seasonal presentations to creative agencies (if applicable) to ensure they are in line with the regional strategy
- Build event specific regional campaigns and drive premium execution: Fly Lab from brief to execution
- Presenting to senior management the consolidated Brand and Marketing ROI reports for the region
- Involvement in key press, EVENT and retail launches in each market
- Ensure 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 plans
- Support all Franchise store openings from a retail and marketing perspective
- Ensure and monitor the contractual investment is being spent by our Distributor partners
- Ensure both the distributor marketing teams and agency partners understand the brand values and the global objectives
- Review and feedback seasonal marketing plans and 30-60-90 plans of all markets
ANALYSIS & REPORTING
- Prepare Regional Marketing budgets based on market priorities
- Analyze the regional marketing investment each season and present to leadership team
- Collate all marketing related information from brand, ROI and partner reports and communicate relevant information to senior management
- Manage the APAC marketing budget on a monthly basis as well as present forecast spend for future fiscal years where necessary
- Be organized and keep up to date records of each market’s activities, marketing plans and spend per season, identifying areas of opportunity
- Create an informative quarterly regional report to give the Senior Management in the business an overview of Regional marketing
- Analyze 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 plans
- Manages 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 areas
- Manage a training and induction program in each of the marketing functions to support the distributor teams across the region
- Work with the US heads to develop global best in class practices
Measures
- Quality of reporting on marketing from the region
- ROI on marketing activations across the region
- Quality of marketing execution and level of investment in the Distributor markets across the region
- Hitting the overall Regional Commercial Plan
- Creativity and originality of regional marketing initiatives
- Yearly Brand Tracker: see an Increase positive brand perception, awareness preference in the key APAC distribution markets
- Yearly Feedback from local distributor marketing teams
- Overall performance in delivering what the local markets need to deliver their plans