[Retail & Consumer] Senior Director Brand Activation

Location: Shanghai / Reference Number: 2022

Email for application: rosie.chen@mpsglobe.cnRosie

Purpose & Overall Relevance for the Organization

  • DRIVE effective brand activation plan across APAC in full coordination with Global Brand Management team

Key Responsibilities

  • Provide transparency of future trends & market opportunities through strategic & commercial inputs and on-going communication to Global Brand management
  • Consolidate comms requirements from county/cluster and brief global Brand management
  • Monitoring quality and on time delivery of global toolkits
  • Define seasonal calendar for APAC and obtain sign-off from Global Brand management
  • Handover seasonal calendar at range introduction meeting
  • Approve PAN-APAC BU campaigns creative
  • Sign-off county/cluster seasonal calendar at range introduction meeting
  • Define APAC annual MWB, split MWB by category (across APAC), by country/cluster (total and by category), and handover at range intro meeting, and hold & manage APAC MWB for x-category and/or PAN-APAC activations
  • Consolidate One APAC BMP and sign-off country/cluster BMP at season intro meeting
  • Monitor the execution of the MWB plan according to BMP
  • Host regular monthly network meetings with country/cluster
  • Coordinate and share with countries BA teams to collect best practices
  • Supervise Sport Marketing strategy, lead portfolio planning for APAC
  • Define APAC needs for CE program and share with Global CE. Share best practices across APAC
  • Influence APAC EIM plan and APAC contracts; country/cluster EIM CAF sign-off
  • Coordinate ISC & VM execution guide between global & countries/clusters
  • Collect and consolidate APAC marketing newsletter in cooperation with country/cluster BD
  • Consolidate annual event & activation calendar across all countries & clusters, and facilitate collaborations among them
  • Track country/cluster’s ROMI report in alignment with global BM team
  • Key interface to global DBC and align digital marketing for country/cluster
  • Supervise the digital plan for APAC and find synergies where applicable between country cluster
  • Drive performance and development culture through #MYBEST
  • Drive employee engagement, leading by example
  • Identify and develop high-potential talents, to fuel the team's succession plan
  • Look for opportunities to provide cross-functional experiences to identified high-potential talents from both, in and outside of the team


  • NPS
  • CE-specific KPIs (acquisition, retention, revenue)
  • Compliance to MWB guidelines
  • ROMI

Key Relationships

  • APAC BUs
  • Country BD
  • Country BA
  • Global BA
  • Global SpoMa

Knowledge, Skills and Abilities

  • Ability to develop and implement strategy
  • Proven leadership and management abilities especially in managing a diverse team (incl. remote management)
  • Strong presentation/communication, negotiation and influencing skills, especially with senior stakeholders within a global matrix organization.
  • Broad Marketing experience, with a distinct track record of success and high-level Brand Communication knowledge
  • Strong cross-functional and stakeholder management experience across commercial functions (e.g. marketing, sales, etc.) and support functions (finance preferred), as well as different organizational levels (Global, Market, etc.)
  • Strong industry knowledge, across divisions—footwear, apparel and accessories—and across all Bus.
  • Expert understanding of Asian markets’ consumers, accounts, economic environment and commercial needs

Requisite Education and Experience / Minimum Qualifications

  • 10- 12 years of experience in marketing required. Regional experience preferred.
  • University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing, MBA preferred
  • Previous experience in managing a global matrix organization required
  • Sporting goods industry experience required
  • Fluent in English
  • Fluent in local language (if applicable) preferred
  • Has lived and worked in different cultures or has substantial experience working in regional teams
  • Willingness to travel upwards of 20% of time