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POSITION SUMMARY:

Reporting directly to the Marketing Director for Calvin Klein this position will be responsible for Brand Activation of the Calvin Klein brand in Japan with the aim to drive brand elevation and commercial growth. Leading local Brand Marketing strategy implementation and campaign planning to deliver best-in-class brand experience, this role is instrumental in further igniting brand desire and boosting Calvin Klein brand awareness in the market. As Senior Manager Brand Activation you will lead a team of 3 direct reports, owning the brand’s strategic positioning and working with various stakeholders across both the Regional and Global HQ to deliver holistic marketing campaigns that ensure consistency across all consumer touchpoints.

PRIMARY RESPONSIBILITIES/ACCOUNTABILITIES OF THE JOB:

Campaign Strategy

• Strategize the positioning (Who/What) of global/local campaigns and activations to ensure local relevancy that resonates with consumers with a clear focus on new consumer acquisition, brand elevation and driving brand desire
• Lead the development process of Integrated Marketing Communications (How) for key initiatives from target setting, briefing, plan development, executions to performance reviews
• Master the insights for Calvin Klein’s target consumers ranging from Early Adaptors in the cities, Late Majority in suburban areas to potential consumers at relevant age groups and affinities

Marketing Calendar

• Lead development of annual marketing program and national calendar capturing the key brand and commercial moments in line with commercial calendar
• Support key stakeholders across departments to ensure seamless and timely execution of campaigns

Content Strategy  

• Build the contents strategy optimized by touchpoint that conveys our messages and benefit crystal clearly for consumers via leveraging the Global/Regional toolkits & assets available  
• Lead local content creation in partnership with Global/Regional partners when there is a strategic need for bridging the gap between the global assets and local consumer’s insights

Digital Marketing Full Funnel Planning and Execution

• Develop and deliver the short- and long-term digital marketing strategies in alignment with the global and local marketing vision.
• Plan how we strategically build up our owned and earned Digital capabilities alongside optimizing paid initiatives
• Develop action plans for each marketing funnel, set up and run those plans, analyze results so we can keep improving our performance.
• Drive efficient budget allocation of digital marketing investments in conjunction with Ecommerce Team to achieve both top funnel awareness targets and connect to lower funnel conversion.
• Manage and evaluate the performance of digital agencies
• Lead on Campaign reporting to continuously improve performance going forward

Omni Channel Marketing

• Lead development of annual omni-channel marketing program and Japan commercial calendar to ensure we align brand and commercial objectives against shopper insights and key brand/commercial moments, integrating all consumer touchpoints
• Work with Retail and Wholesale teams to help identify needs for marketing support on individual stores as well as help develop in-store navigation plans that convert shoppers into purchasers through an optimal point-of-sale approach aimed at improving conversion

Flagship Activation

• Strategize our Flagship Store as the brand’s utmost destination that creates noise, commercial impact and serves as the house of our community.
• Working with the Flagship Retail team to turn it into a destination that will generate brand heat which turns into momentum throughout the year, all while driving halo effects to the rest of our doors and .com
• Build and execute activation plans together with the Flagship and Community team and agency that drive visibility and excitement and resonate with our consumers.

Budget planning, allocation and tracking

• Manage annual Brand Marketing budget, Sample Budget and License Partner Budget against agreed ROI together with Marketing Director
• Working with finance team on a monthly basis and ensure timely readjustment and reporting

KEY COMPETENCIES

• Innovation: Be on the pulse of today’s consumer. Calvin Klein in Japan is a rocket ship that bridges long standing brand DNA and a regional hunger for what we have to offer. Leveraging diverse resources for ideas and inspiration and striving to generate creative ideas and alternative approaches is a must.

QUALIFICATIONS & EXPERIENCE:

Experience:   

• Above 8 Years of relevant experience in the fashion/lifestyle retail industry. At least 2 years of people Management experience managing a team of 3+ direct reports

Skills:

• Consumer obsessed. Have an exceptional curiosity about the consumer of today
• Own strong business acumen with a sense of urgency and a bias for action  
• Strategic thinker, detail oriented with excellent organizational skills and a self-starter
• Depth of knowledge on Consumer Marketing, Brand Marketing and Campaign Planning. Peripheral understanding of Digital Marketing, Retail and Omni-channel landscape to help facilitate direction across functional departments and within the direct reports area of action
• Strong oral and written communication skills; experience crafting strategic recommendations and persuasive presentations to leadership
• Able to manage a variety of viewpoints, expectations, and stakeholder goals that may conflict, to a compromised solution  
• Have a positive aura with high energy and passion for growth
• Comfortable with change and the ambiguity it brings along
• Excellent presentation and communication skills in English
• Exceptional aesthetic sense that can be applied to the creative work

About PVH:

We are brand builders who focus our passion and creativity to build Calvin Klein and TOMMY HILFIGER into the most desirable lifestyle brands in the world and at the same time position PVH as one of the best-performing brand groups in our sector. Guided by our values and enabled by our scale and global reach, we are driving fashion forward for good, as one team with one vision and one plan. That’s the Power of Us, that’s the Power of PVH+.   

One of PVH’s greatest strengths is our people. Our collective desire is to create a workplace environment where every individual is valued, and every voice is heard, and we are committed to fostering an inclusive and diverse community of associates with a strong sense of belonging. Learn more about Inclusion & Diversity at PVH here.

PVH Corp. or its subsidiary ("PVH") is an equal opportunity employer and considers all applicants for employment on the basis of their individual capabilities and qualifications without regard to race, ethnicity, color, sex, gender identity or expression, age, religion, national origin, citizenship status, sexual orientation, genetic information, physical or mental disability, military status or any other characteristic protected under federal, state or local law. In addition to complying with all applicable laws, PVH is also committed to ensuring that all current and future PVH associates are compensated solely on job-related factors such as skill, ability, educational background, work quality, experience and potential.