VF Corporation E-Commerce Marketing Manager in Hong Kong

Job Description


§ Be the key stakeholder initiating Vans overall E-Commerce Marketing APAC strategies and lead a team to roll out the implementation plan.

§ Reinforce brand image and drive consumer engagement by presenting the Vans brand in a coherent and efficient way to our consumers across Vans E-Commerce Platforms.

§ Drive E-Commerce marketing functions and across Vans APAC(owned/market place/whole-slaes) to optimize the consumer experience and e-comm paid media strategy to help achieve Vans APAC financial goals.

§ Close collaboration with Brand communicaiton team, Creative team, E-Commerce Team including Sales & Product Managers to develop E-Commerce marketing strategies, GTM plans and tactics



§ Develop Vans APAC E-Commerce Marketing strategies to continuously create unique brand experience to win at POS for all our e-comm platforms

§ Lead the APAC one E-Commerce platfrom prepration and launch for all the key markets (Korea, HK, Singapaore, Malaysia, etc…)

§ Lead the APAC E-commerce Marketing Team to work against the brand objectives & business needs for Vans Owned.com, Vans e-market place (T-mall & Yohood & JD others for APAC perspective), as well as other whole sales online stores.

§ Develop, drive & own integration of E-Comm direct marketing into overall brand ecosystem through GTM process.

§ Coordinate the support within Marketing functions across Vans APAC, markets and global to ensure E-Commerce Marketing team providing brand strategies, key stories, resources, directives, and tools to guide and support E-Comm Sales team to achieve sales target while staying on Brand.

§ Develop and leading the traffic drive strategy to each E-commerce Platform through the effective mix of paid, owned and social media, support by local E-Comm and Media team.

§ Guide E-Commerce Marketing team to provide fully comprehensive data reports for own.com including website performance, digital campaign and E-Commerce marketing activities.

§ Guide and Manage E-commerce operation partners, digital agency, as well as other 3rd party venders to work against targets.

§ Develop E-Commerce marketing content strategy, development plan and gap analitics by seasonal bease

§ Other E-Commerce & Digital marketing related works assigned by Brand Communication Director


  • Work closely with Vans E-Comm & Product Team to ensure seamless integration to fuel online sales and ensure the best in class brand experience for our consumers.

  • Strategic partnership with VF e-comm team to align ONE VF approach and platform evaluation. Move down in priority?

  • Own E-commece GTM & developing regional strategies to achieve brand goals & financial targets.

  • Initiate and drive the brand cooperation campaigns with major E-Commerce Platforms such as Tmall and YOHOBUY to massively drive brand awareness and achieve sales KPIs. (what is this persons role when we have this role in China already? What the meaningful regional contribution and leadership?

  • Continue to seek the innovative approach to build unique brand experience to engage target consumers.

  • Maintain the partnership with focus on Marketing between Vans APAC and E-Commerce Platforms to gain maximize benefits for Vans brand.

§ Lead the E-Comm Marketing team to adapt Global and Regional interactive marketing materials for various needs of APAC E-commerce platforms and integrate them whenever necessary.

§ Develop the direction of content creation for product marketing stories aligned with E-Comm Sales Team, Product Team, Brand Team, Art& Design Team and E-Comm operation partners.

§ Monitor E-Comm Marketing team to manage all creative assets and get the alignment for brand visual identity between local markets, reginal needs and global alignment .

§ Develop the traffic drive strategy to each E-commerce Platform through the effective mix of paid, owned and social media.

  • Manage third party E-Commerce operation partners and Marketing agencies to maximize expenditure.

§ Regularly gather market feedback to further improve effectiveness of Vans APAC E-Commerce marketing strategies/plans/tools.


  • Work with digital media agency to plan, develop and implement Vans e-comm annual paid media strategies and monthly marketing activities to create the unique brand experience and optimize ROI for all the media investment

  • Guide E-Comm Marketing Team in APAC to build up and maintain the own.com content plan & calendar to drive the cross functions integration.

  • Get commitment with Multi-functional Marketing Team to ensure own.com running as content hub to engage and retain our consumers.

  • Initiate brand building digital marketing campaigns & activities to drive deep consumer engagement and CRM development on Vans Owned.com.

  • Work with promotional partners to drive consumer-facing programs on Vans Owned.com that build Vans.com traffic, other Vans E-Commerce platforms traffics, etc.

  • Manage third party Marketing agencies and creative partners/individuals to maximize expenditure.


§ Work closely with Digital Marketing Manager and E-commerce Sales Team to maximize marketing budget and grow brand presence & sales in APAC?

§ Develop annual budget proposals and expenditure allocation plans for own.com; in accordance with marketing strategy and allocated budget.

§ Regularly analyse and review allocation of marketing budget to ensure results are achieved efficiently.

§ Monitor and report budget on a monthly basis, and be positioned to readily identify spent, committed and planned status at all times.

§ Maximise every single investment towards the brands objectives.


§ Build an authentic & high energy E-Commerce Marketing Team believe in brand value & mission and teamwork effort.

§ Be a mentor supporting team growth in E-Commerce marketing knowlage.

§ Set up clear goals and provide solid feedback on directions to ensure team efficiency for the markets.

§ Share with global and business partners with APAC e-comm trends and case studies

§ Provide opportunities for individual to gain cross functional working experience within team.


Supervisor: Brand Communication Director | Vans APAC

Dotted-Report: E-comm Director


Internal: Global, APAC & Market E-Comm teams, APAC function leads, Sales team, Product team.

External: E-Comm operation partners, Digital agencies / partners, Media & performance agencies


The requirements listed below are representative of the knowledge, skills, and /or abilities required for the individual to be successful in this position.

§ Education: Bachelors Degree or above or equivalent through experience in a relevant field

§ A deep understanding of the Vans brand, the action sport industry and street culture

§ Experience: 6-8 E-Commerce & Digital Marketing related works. At least 3 years experience working within an e-commerce environment

§ Language skills: Fluent in English and Chinese. Korean would be a plus


§ Consumer centric frame of mind.

§ Drive for results.

§ Strong leadership & ownership to drive team success.

§ Excellent writing, interrelation and communication skills.

§ Deep technological & Internet knowledge.

§ Experience in working in multicultural teams.

  • Excellent ability to work to tight deadlines.

  • Excellent attention to detail.

§ Enthusiastic, pro-active people who can handle stress and take initiatives.

§ Proven Project Management Experience

§ Ecomm capabilities across SEM, SEO and Ecomm platforms/ marketplaces as well as analytics

Organized in 1899, VF Corporation is a global leader in branded lifestyle apparel, footwear and accessories, with global iconic brands, 64,000 associates and $12.4 billion in revenue. Our businesses and brands are organized into four categories called coalitions, comprising: Outdoor & Action Sports, Jeanswear, Imagewear, and Sportswear. While VF is highly diversified across brands, products, distribution channels and geographies, our One VF culture and approach to doing business provide a unique and powerful competitive advantage.

VF Diversity Vision Statement

VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world.VF is an equal employment opportunity/ affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor.