Company Description

Vuori is re-defining what athletic apparel looks like: built to move and sweat in but designed with a casual aesthetic to transition into everyday life. We draw inspiration from an active coastal California lifestyle; an integration of fitness, creative expression and life. Our high energy fast paced retail environment is reflected in the clothes we make. We aim to inspire others to take on all aspects of their lives with clarity, enthusiasm and purpose…while having a lot of fun along the way. We are proud to be an outlet for opportunity and for personal growth and success.

Job Description

We are seeking a dynamic, results-driven Director of Brand Marketing to steward the brand marketing messaging, look, and feel for the Greater China Market. Greater China is a critical piece of our international expansion strategy, and this role will help lead our approach and refine our customer proposition in the market. This individual will be a strategic thinker with a deep understanding of the Chinese retail, social media, and online landscapes, as well as a refined sense of how to effectively position an aspirational luxury brand in China.

Reporting to the HQ-based global marketing team, with a dotted line report into the Country GM, this key leadership role will help Vuori define its unique brand positioning in the market, identifying the overlap of Vuori Brand tenants & the China Market/current trend. The ideal candidate will be creatively and aesthetically oriented, with a strong filter and a sense of how to elevate and sharpen messaging in the market. The best candidates will have a deep understanding of consumer brands and background in social media, as social channels are a critical component of our communication strategy. Fluency (written and verbal) in Mandarin and English is critical.

What you'll get to do:

Brand Strategy & Leadership:

• Lead the development and execution of brand marketing strategies tailored to the unique cultural and consumer dynamics of the China market.
• Collaborate with the global team to inform seasonal briefs that result in campaign content that resonates with the local consumer.
• Utilize deep knowledge of Chinese consumer behavior, digital platforms, and regional nuances to craft compelling brand narratives and local campaigns.
• Ensure all marketing initiatives reflect and enhance the brand’s core values and story, strengthening our market position.

Marketing Execution:

• Be the primary filter for all written and visual communications in the market, ensuring the content is in line with our overall brand ethos and strategy.
• Oversee the execution of brand marketing campaigns across digital, social, and offline, & wholesale platforms to increase brand awareness, customer acquisition, and retention.
• Leverage customer insights to make informed decisions and drive continuous optimization of marketing tactics.
• Partner with local retail teams to optimize the retail marketing strategy and ensure consistent in-store and DTC experiences that resonate with the Chinese audience.
• Monitor industry trends, competitor activities, and cultural shifts in China to keep the brand ahead of the curve.

Campaign Development & Execution:

• Work with the HQ team to design and execute integrated marketing campaigns across multiple platforms including social media, digital, influencer partnerships, PR, consumer activations and community events.
• Measure and analyze campaign performance, adjusting strategies to maximize ROI and market penetration.
• Ensure consistent and effective messaging across all brand touch points and platforms.

Cross-functional Collaboration:

• Collaborate with HQ-based global teams, including Product marketing, media, PR, Retail Marketing, Social & influencer to execute integrated marketing plans.
• Act as the bridge between the global and local teams, ensuring alignment of goals, timelines, and key performance indicators.

Customer Experience & Community Building:

• Create strategies that drive customer loyalty and advocacy, ensuring our brand resonates deeply with the target audience.
• Build and manage local brand ambassador and influencer programs to drive brand awareness and relevancy.

Market Intelligence & Trend Spotting:

• Monitor and analyze industry trends, competitor activity, and consumer behavior to stay ahead of market shifts and adjust strategies accordingly.
• Ensure the brand’s marketing efforts are innovative, culturally relevant, and resonate with both local and international audiences.
• Understand, be, and monitor the voice of the brand in the market.

Qualifications

Who you are:

• 12+ years of experience in brand marketing, with a strong focus on apparel, retail, and DTC channels.
• Proven experience in leading the marketing strategy for a brand in China, ideally with expertise in launching or scaling a brand in this market.
• Extensive understanding of the Chinese consumer landscape & digital ecosystem (including WeChat, Weibo, Douyin), as well as local market dynamics.
• Experience working in a global matrix organization and reporting to HQ-based leadership.
• Strong background in start-up or fast-growing retail environments, demonstrating agility, creativity, and a hands-on approach.
• Expertise in developing and executing multi-channel marketing strategies (digital, social media, content, PR, events).
• Strong analytical skills, with experience using data to drive decision-making and improve campaign performance.
• Demonstrated ability to lead and inspire teams, with excellent interpersonal and communication skills.
• Fluency in both English and Mandarin (written and spoken) to effectively communicate with international and local teams.

Additional Information

Vuori is proud to be an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected Veteran status, age, or any other characteristic protected by law.

All your information will be kept confidential according to EEO guidelines.