Jellycat is a privately owned design-lead, gift brand and company, creating innovative and luxury soft toys and accessories for all ages that are loved around the world. We have an established and growing global fanbase and we work with our partners to maximise the potential and reach of Jellycat throughout, sharing joy as we go
Job Purpose
We are seeking an experienced Marketing Director to develop and execute comprehensive marketing strategies, enhance brand influence, and drive business growth for China. This is a newly created role and this position will report directly into our General Manager, North Asia.
The main task for this role is to lead the development and execution of Jellycat's global marketing vision. This role requires a dynamic leader with expertise in brand storytelling, multi-channel campaign management, and consumer-centric strategies. The ideal candidate will have a proven track record ideally within a trendy high-profile brand, with a passion for building emotional connections through playful and heartfelt marketing initiatives.
Key Accountabilities and Responsibilities
Integrated Marketing Strategy & Campaign Leadership
- Develop and implement integrated marketing strategies tailored to the unique market dynamics of China.
- Lead the creation of annual marketing plans and budgets, ensuring alignment with overall business objectives.
- Drive market research initiatives to identify trends, consumer insights, and competitive landscapes in both regions.
- Develop and execute 360° integrated marketing campaigns (digital, social, retail, PR, events) that amplify Jellycat's brand identity and drive global awareness, engagement, and sales.
- Lead cross-functional collaboration with Design, E-commerce, and Sales teams to ensure cohesive storytelling across product launches, seasonal collections, and evergreen lines.
- Oversee media planning, including partnerships with influencers, content creators, and family-focused platforms to strengthen brand affinity.
Brand Positioning & Consumer Insights
- Oversee the positioning and evolution of the company's brand in China, ensuring consistency and relevance.
- Collaborate with global marketing teams to adapt global brand initiatives to local contexts while maintaining brand integrity.
- Manage brand reputation through effective communication and crisis management strategies.
Marketing Campaigns
- Design and execute multi-channel marketing campaigns, leveraging digital, social media, traditional media, and events to maximize reach and engagement.
- Innovate experiential marketing initiatives (e.g., pop-ups, holiday activations, charity collaborations) that align with Jellycat's playful ethos.
- Optimize marketing spend through data-driven decision-making and performance analytics.
Team Leadership
- Mentor and inspire a high-performing marketing team deliver best-in-class campaigns.
- Foster collaboration with global/regional teams to localize campaigns while maintaining brand integrity.
- Facilitate collaboration and knowledge-sharing within the China marketing teams.
Performance Optimization & Budget Management
- Establish KPIs to measure campaign effectiveness, utilizing data-driven insights to optimize ROI across channels.
- Manage multi-million-dollar marketing budgets, ensuring cost efficiency and alignment with business priorities.
- Monitor market trends and digital analytics to pivot strategies in real-time, maximizing impact.
Knowledge, Skills, and Behaviors
- Bachelor's degree in Marketing, Business Administration, or a related field.
- 13+ years of progressive marketing experience, with at least 5 years in a leadership role.
- Preferably in luxury, lifestyle, toys, retail, or consumer goods.
- Strong financial acumen with experience managing budgets and delivering measurable ROI.
- Exceptional storytelling skills with a knack for blending creativity and commercial strategy.
- Creative and innovative thinker, always looking for new ways to engage and delight our audience.
- Innovative and creative problem-solving skills.
- Strong interpersonal skills and the ability to build strong relationships with diverse stakeholders.
- Fluent in spoken and written English.