Marketing Manager

Charles & Keith · Hong Kong

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Marketing Manager, Charles & Keith

The Marketing Manager owns the marketing strategy and driving business-critical KPIs for the market together with cross-functional partners — driving brand desirability, retail and online store traffic, and sales growth across retail and e-commerce channels. The role builds and executes integrated marketing plans spanning brand, digital, CRM, and communications/PR, and is accountable for translating marketing activity into measurable business results. The role partners closely with local management, global headquarters, and external agencies to ensure all initiatives align with brand direction and commercial objectives.

Key Responsibilities

Marketing Strategy & Business Impact

• Own the annual marketing strategy and plan, driving brand desirability, retail and online traffic, influencing conversion, and sales, and reporting progress against these KPIs to local leadership and HQ.
• Manage and optimize the marketing budget to maximize ROI and business impact, reallocating spend toward the channels and campaigns that most effectively drive footfall, site visits, and sales.
• Translate brand and business objectives into marketing initiatives with clear, measurable success metrics.

Retail & Online Store Performance

• Drive traffic and conversion across retail stores and the online store, working with retail and e-commerce teams to align marketing activity with in-store and online sales targets.
• Plan and execute integrated campaigns — digital, social, advertising, events, promotions, and partnerships — designed to grow footfall, online sessions, and revenue.
• Monitor traffic, conversion, and sales performance by channel, and adjust marketing plans in-season to close potential gaps against target.

Brand, Digital Marketing & CRM

• Build brand desirability and preference through consistent, on-brand marketing communications and campaigns.
• Drive performance through full-funnel digital campaigns for omnichannel outcomes.
• Lead CRM, loyalty, and customer engagement programs to acquire, retain, and grow customer value across retail and online.
• Oversee social media, email, mobile and other digital channels, working with digital agencies to optimize performance against traffic, engagement, and sales goals.

Communications & Public Relations

• Use PR and communications as a lever to build brand desirability and visibility, including media relations, influencer partnerships, and corporate communications.
• Build and maintain relationships with journalists, editors, influencers, celebrities, and key opinion leaders.
• Oversee press releases, media materials, and coverage reporting, ensuring PR activity is tracked against brand desirability and visibility goals.

Market Insights & Performance Analysis

• Conduct market research, consumer analysis, and competitor benchmarking to identify opportunities to grow desirability, traffic, and sales.
• Use data and business insights — including sales, traffic, and brand-tracking data — to guide marketing decisions and improve ROI.
• Report on campaign and channel performance against KPIs, with clear recommendations for improvement.

Stakeholder & Team Leadership

• Partner with country leadership, sales, retail, and e-commerce teams as well as headquarters to align marketing activity with business priorities and ensure timely execution.
• Manage external agencies and vendors to deliver marketing and PR activity that meets performance targets.
• Lead and develop the local marketing team, building capability to deliver against business and brand KPIs.

Requirements

• Degree in Marketing, Business, Communications, or related discipline.
• 6–8 years of experience in marketing, with accountability for business KPIs such as brand health, traffic, conversion, or sales, preferably within retail, fashion, beauty, luxury, or consumer brands or media agencies serving these industries.
• Strong track record of using marketing — including digital, CRM, and PR/communications — to drive measurable business results in retail and online channels.
• Excellent project management, stakeholder management, communication, and analytical skills.
• Experience managing budgets, agencies, and integrated marketing campaigns, with a data-driven approach to ROI.

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