The Senior Marketing Manager will lead the China Marketing function and be directly responsible for building and executing the marketing strategy for Movado Group key priority brands. The role will lead the team in developing and delivering effective marketing support for Coach, CK, Movado and other MGI brands as required.
This role combines brand leadership, commercial planning, digital and retail marketing, team management and cross-functional influence. The successful candidate will translate global brand strategies into locally relevant initiatives that strengthen brand equity and deliver measurable business results in China.
1. Brand Strategy and Commercial Planning
- Lead the China marketing strategy and annual marketing plans for key brands with Coach watches as the top priority, aligned with global brand direction and China business priorities.
- Guide the Marketing team in developing and executing localized plans for CK, Movado and other brands in the portfolio.
- Translate global brand positioning, campaigns and product priorities into relevant China consumer, retail, digital and e-commerce initiatives.
- Partner with Sales, E-commerce and Sales Planning to connect marketing plans with sales, traffic, conversion, sell-through and consumer growth objectives.
- Identify opportunities to leverage broader brand momentum, campaigns, celebrity activity, local collaborations and consumer insights for the watches and jewelry business.
2. Integrated Marketing Execution
- Oversee integrated campaigns across brand, retail, digital, social, PR, events and consumer engagement channels.
- Develop China-relevant content and activation plans across Red, Douyin, and WeChat, including KOL/KOC, social seeding, livestreaming and other appropriate formats.
- Ensure strong execution of retail calendars, product launches, key commercial moments and in-store activations.
- Monitor consumer, category and competitive trends and adjust plans quickly in response to market changes.
- Establish clear measurement frameworks and regularly evaluate campaign effectiveness, traffic, conversion, sell-through and return on marketing investment.
3. Team and Agency Leadership
- Directly manage, coach and develop the China Marketing team, setting clear priorities, objectives and standards of performance.
- Build and continuously develop a high-performing Marketing team with the capabilities required for brand building, marketing and commercial execution.
- Identify development needs, provide regular feedback and create opportunities for team members to grow and take on broader responsibilities.
- Lead agency, vendor and external partners on briefing, performance management and relationship development.
- Ensure internal and external resources are deployed efficiently against the highest-priority business and brand opportunities.
4. Cross-functional and Global Collaboration
- Work closely with Sales, E-commerce, Sales Planning & Merchandising, Finance and other China functions to ensure integrated planning and execution.
- Collaborate with global brand, product and marketing teams, as well as parent brand local teams to secure alignment, share China insights and adapt global/ brand initiatives for local/ category relevance.
- Communicate plans, progress, risks and recommendations clearly to senior leadership and relevant stakeholders.
5. Budget and Operational Management
- Manage the China Marketing budget in line with business priorities, approved targets and cost-efficiency expectations.
- Prioritize investment toward activities with the strongest potential to build the brands and deliver commercial impact.
- Ensure effective planning, governance and timely delivery across campaigns, agencies, vendors and marketing projects.
Qualifications and Experience
- Bachelor’s degree or above in Marketing, Business, Communications or a related field.
- 10+ years of relevant marketing experience, including at least 3 years managing a team or marketing function.
- Strong experience in brand management, integrated marketing, retail and digital marketing, ideally within watches & jewelry, luxury, fashion or premium consumer goods.
- Proven ability to translate global brand strategies into locally relevant and commercially effective China plans.
- Strong understanding of China digital and social platforms, including Red, Douyin, WeChat and related content and commerce ecosystems.
- Experience managing agencies, vendors, budgets and cross-functional projects.
- Fluent Mandarin and English, with excellent communication, presentation and stakeholder-management skills.
Core Competencies
- Strategic and commercial thinking
- Strong brand and consumer understanding
- Results-driven, data-informed decision-making
- Team leadership, coaching and talent development
- Cross-functional influence and collaboration
- Creative, adaptable and solutions-oriented
- Strong execution and project-management discipline
Success Measures
- Marketing initiatives contribute measurably to brand visibility, consumer engagement, traffic, conversion and sell-through.
- Marketing investment is managed efficiently with clear performance evaluation and ROI discipline.
- Marketing plans of key brands, i.e., Coach watches, are effectively aligned with global strategy and China commercial priorities.
- The China Marketing team develops stronger capabilities, accountability and collaboration across functions.
- Agency and vendor partners deliver consistently high-quality work against agreed objectives and timelines.
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Movado Group, Inc. is an equal opportunity employer. It prohibits discrimination based on age, color, disability, marital or parental status, national origin, race, religion, sex, sexual orientation, gender identity, veteran status or any other legally protected status in accordance with applicable federal, state and local laws.
