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KERING Communication & Media Director, China

Kering - Fixed Term (Fixed Term)
Shanghai - Mainland China

About us A global Luxury group, Kering manages the development of a series of renowned Maisons in Fashion, Leather Goods, Jewelry and Watches: Gucci, Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, as well as Kering Eyewear. By placing creativity at the heart of its strategy, Kering enables its Maisons to set new limits in terms of their creative expression while crafting tomorrow's Luxury in a sustainable and responsible way. We capture these beliefs in our signature: “Empowering Imagination.” In 2020, Kering had 38,553 employees and restated revenue of €13.1 billion. Your opportunity Lead China Group Communications and Media across both Strategy & Operations with a strong focus on Digital, Data and Innovation. The position is based in Shanghai and would report to the VP of Communication in APAC with a functional link to Group Global Media & Digital Performance Director based in Paris. You would manage a team of 2 persons composed by a Media Manager & a Digital Performance Manager, and work along closely with several key stakeholders : - Kering Group Global Media & Digital Performance teams based in Paris - Kering Group Communication & Image teams based in Paris - Kering Brands (HQs and Regional / Local teams) - Media agency partner (HQ & local) - Local Media partners Your role will be to deploy Kering’s vision for Media & Digital Performance, leading the continuous Digital transformation of the group within the specific China ecosystem, at a key strategic moment considering the recent media agency pitch, with the integration of a unique new global media model for the Group. You will develop & implement the Media & Digital Performance roadmap for the group and brands in a fully integrated full‐funnel approach to deliver impact on business and brand image covering key aspects among which Media efficiency, Data‐driven marketing strategy, Innovation, Group Negotiations etc. You would partner with external communication or consulting agencies to organize the Kering workshop to our maisons on various subjects in terms of consumer insights, market trends, potential crisis, story-telling, content local adaptation etc. also market survey can be the local initiative at group level.

How you will contribute

Support Kering’s brands in their 360 Communications strategy optimization in China

  • Help brands optimize their integrated communications strategy that will enable to sustain their top-of-mind brand awareness in the market as well as to create relevance with Chinese customers (from content & storytelling to activation at large in media, social media, PR, event and KOL)
  • Build a strong and close relationship with the brands, also increasing communication line with HQs

Manage China media agency

  • Work with the brands and the Media Agencies to accelerate the digital transformation, as part of an integrated approach (i.e. from brief, recommendation, budget set up and follow up, strategy and planning, to buying negotiations, content optimization, plan activation, tracking and optimization of campaign performances)
  • Lead China Group negotiations, cross media focusing on a fully integrated business model approach including Digital with a strong drive for results (maximize savings, added value, positioning, etc.) and an ability to develop new forms of partnerships
  • Lead Local Agency Media teams focusing on the Digital experts (monitoring and optimization of the relationship and quality of service/talent for the Group and brands both on a strategic and operational level, implementation of process, guidelines, templates, global SoW deliverables, etc.)
  • Build solid relationships with key media partners (publishers, pure players, BAT, etc.)

Drive Digital acceleration in China

  • Engage and enable MarComms teams to accelerate digital transformation and focus on digital performance
  • Help brands increase digital performance that will enable to optimize the campaign efficiency as well as to reinforce the relevancy with eCom business
  • Drive Group & Brands’ innovative media initiatives both in terms of Digital Communication Strategy and Data Strategy (Programmatic, CRM-onboarding, Audience based web-Marketing, Attribution models, MMM etc.). Develop strategy to capture and effectively utilize consumer data in marketing decision making -- Educate teams on the importance of data and how to apply insights to daily activities
  • Continually educate & update Brands on Digital media and support their Digital Branded Content Strategy development (organize trainings/workshops, share guidelines and best practices, launch proof-of-concept around innovative ideas,.)
  • Monitor Digital Communication activities and share best practices (Both macro Group and Brand views: dashboards and tools management like social listening tool, Miaozhen, WeChat Management Platform, Attribution models, KPIs dashboards, evolve Digital Benchmarking etc.)
  • Build on synergies with E-commerce, Digital CRM & Social CRM teams (support the integration of branding/performance-marketing media strategies alongside digital business teams, as well as audience-based web marketing, drive test-and-learn brands’ approaches alongside CRM teams, contribute to the design and implementation of the Group data strategy: data enrichment, big data, data-mining)

Who you are

  • Strong strategic thinking, be strength of recommendation for optimization and new ideas
  • Strong Media and Digital Marketing background (min. 12-15 years with experience/knowledge across campaign ideation, project management, media strategy/planning/buying, mini-program & Ecommerce/performance marketing, CRM & data-driven marketing
  • Past experience in Luxury/Fashion/Affluent Brands is a plus at an Agency (Media/Digital) and/or in-house, working with local, Regional and HQ teams
  • In-depth understanding and knowledge of China market essential
  • Superb relationship building and engagement with people from all different backgrounds, roles and levels
  • Strong data and analysis interest and experience.
  • Project manage to help facilitate change, drive initiatives with strong analytical skills, great attention to detail and lateral thinker/problem solver
  • Advanced communication skills, English and Mandarin mandatory (speaking, reading and writing)
  • Strong team player, able to collaborate cross functionally/cross market

Why work with us?

This is a fabulous opportunity to join the Kering adventure and to actively contribute to the development of the business by becoming part of a thriving Atelier in a global Luxury Group that offers endless possibilities to learn and grow. Talent development is a managerial principle at Kering and we are committed to fostering internal mobility. Our common vision promotes leadership skills and helps every employee to reach their full potential in a stimulating and fulfilling workplace environment.

Kering is committed to building a diverse workforce. We believe diversity in all its forms – gender, age, nationality, culture, religious beliefs and sexual orientation – enriches the workplace. It opens up opportunities for people to express their talent, both individually and collectively and it helps foster our ability to adapt to a changing world. As an Equal Opportunity Employer we welcome and consider applications from all qualified candidates, regardless of their background. 

  • Full time
  • Asia
  • Mainland China

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