Senior Manager, Marketing (TNF ROA)

VF Corp.; Singapore; On-site; SGD 180,000 - 260,000; Full time

Job summary

VF Corporation seeks a senior marketing leader to drive The North Face ROA APAC branding, go-to-market planning and integrated campaigns across Hong Kong, Taiwan, Singapore, and Southeast Asia. You will lead a cross-functional team, manage budgets, and ensure global brand standards are applied regionally to grow market share and consumer engagement.

The role requires 8+ years in brand marketing, strong leadership, and ability to collaborate with regional and global teams.

Qualifications

• 8+ years in brand marketing with full marketing mix experience.
• Experience in HK, TW, SEA markets; Singapore preferred.
• Fluency in English; Mandarin beneficial.

Responsibilities

• Lead ROA marketing strategy and GTM planning across APAC markets (HK, TW, SEA).
• Manage brand assets, campaigns, and content to ensure brand DNA alignment.
• Develop and coach ROA marketing team; collaborate with APAC and global peers.
• Drive budget planning, ROI tracking, and market-level governance.

Skills

High EQ

Interpersonal skills

Communication

Entrepreneurial

Leadership

Presentation skills

Creativity

Problem solving

Team leadership

Strategic thinking

Education

Bachelor’s or Master’s in Marketing/Business

Job description

Role & Responsibilities

Role & Responsibilities: Position Definition (Key Purpose of the Position): The position’s ultimate goal is to build The North Face to be the #1 Outdoor Brand in Rest of Asia. This role is to inspire, equip and enable the next generation of “Explorers” – to build an inclusive brand, to spark curiosity for adventure and to ensure they understand the latest product innovations that will help them achieve their goals. This position is responsible to work with TNF Marketing APAC team closely to drive consumer‑centric strategy and execution within APAC Integrated Marketing process that will differentiate TNF as the world‑class brand & product storytelling experiences and activations that inspire and enable creative expression in our consumer in markets enlisted above. He/she will be responsible for managing the brand strategies, GTM process, campaigns, landing TNF global and APAC marketing tools and content, to connect with consumers throughout the purchase funnel, from planning to execution. This role requires a proven track record in people management, x‑function collaboration, as well as in building strong brand and product marketing campaigns by leveraging the full marketing mix and delivering integrated solutions fully in line with our brand DNA and strategies. He/she will be working closely with TNF Marketing head, responsible to collaborate closely with the APAC marketing team, ROA Omni Channel business and VM team, to ensure the markets will stay true to The North Face’s DNA, follow the TNF global and APAC brand guideline & campaign roadmap according to product booking, drive integrated marketing impact at brand and sales levels. Provide guidance against in market execution and coordination of plans to guide market‑based brand managers. The role’s responsibility will cover HongKong, Taiwan and TNF APAC distributor markets, with Thailand, Singapore, Malaysia, Indonesia and the Philippines as priorities, covering Vietnam, Mongolia, Nepal and other markets’ needs on a regular basis. He/she will:

• Work together with APAC Marketing head to manage TNF ROA GTM, seasonal brand roadmap, campaign planning, strategies, budget planning, guide ROA team on campaign executions and recap in designated markets.
• Drive collaboration between Marketing / Omnichannel and Sales Ops/ Product as well as global marketing peers to deliver and improve marketing deliverables throughout the GTM process.
• Manage and own ROA marketing budgets to maximize ROI and achieve financial plans. Track and monitor budget on a monthly basis to ensure compliance with company approved numbers.
• Be the brand gate keeper, ensure TNF creative assets, digital/social/retail/EC presentation and BTL event activation/Sports IP on brand standard.
• Support new store opening in ROA markets.
• Consumer research, analysis, digital trends to fuel and support dynamic markets’ needs.
• Athletes & outdoor community management & support, with key markets as priority.
• Lead, coach and develop ROA marketing team, both from a structural and talent development standpoint.
• Support other APAC related projects when needed.

Key Result Areas

Brand Stewardship: Be the Brand Gate Keeper for ROA, create and develop brand strategy and budget with APAC marketing peers to fulfil ROA market needs, ensure regional consistency and local relevancy.

Identify the right Global & APAC campaign assets for markets’ consumer touch points to fuel demand, raise brand awareness, engagement, and conversion.

Lead, coach, support marketing team based on key markets, be the value‑add and indispensable brand partners.

Consumer, Market & Business Intelligence: Share consumer insights with country teams to nurture consumer‑led culture across the brand, leverage and integrate consumer insights to deliver effective consumer led campaigns and brand experiences. Work closely with VF digital hub & CI team, and other sources to identify actionable insights, opportunities and key projects that will support APD markets’ brand development.

Brand Planning & Execution Excellence: Drive collaboration between ROA business team & APAC Marketing peers to deliver and improve marketing deliverables throughout the markets’ GTM process, ensure brand drivers & marketing key styles are aligned, ultimately to drive brand campaign execution consistency.

Guide the country’s marketing team to plan & execute seasonal campaigns with targeted KPIs, including Performance & Sportswear categories, UE in designated markets, across marketing functions including Digital (social, CLM, EC), VM, PR, Sports Marketing and Events. Support marketplace transformation strategy, amplify L2/L2+ and other new stores’ marketing activations, drive consumer & community energy at designated retail destinations.

Help country’s marketing team to set up KPIs and ‘how to measure’ methods, guide them measure marketing KPIs & ROI based on APAC brand planning guide.

Report and recap with clear actions & follows; ensure the markets share campaign plans, recaps based on APAC brand cadences and templates.

Athletes & Community Management Support: ROA Athletes and community strategy (work with APAC Sports MKT team) Trail athletes & community in top countries, TNF100 landing in ROA markets Climb athletes & communities in top countries

Competency Requirements

Behavioral Competencies - (Please refer to VF guiding principles)

• High EQ in working with cross function/multi‑cultural partners Experience in managing complex organizational matrix (Region to markets) People management skill and experience Understanding of outdoor sports and business Understanding of retail Understanding of ROA key markets (HK, TW, Some APD markets etc)
• Excellent interpersonal and communication skills (oral and written) with team of multi‑cultural background, a leader as well as a pleasant team player
• Entrepreneurial & result‑driven
• Presentation skill- both written and verbal English communication skill, able to produce impactful and succinct reports, content calendar, analysis, and recommendation on action
• Optimistic and dare to take calculated risks
• Team player and the ability to work independently
• Communication and influence regionally, internally and externally with partners
• Bold and creative thinking
• Patient and resilient, able to work under pressure with multiple tasks simultaneously while meeting tight deadlines

Functional Competencies

• Deep understanding of The North Face brand with a passion for the outdoor industries
• Understanding of integrated marketing functions (PR, Digital, Retail and Events)
• Understanding of Go‑to‑market process and Brand planning process
• Consumer Culture & Insights Research Methodologies

Experience Minimum Relevant Experience

8+ years’ experience in brand marketing role managing full marketing mix and direct reports. Study and/or working experiences in HK, TW, or SEA countries (Singapore is preferred).

Academic Qualifications Minimum Degree Held

Bachelor’s or Master’s degree or above; A preference for majors in Marketing, Communication or Business Management, though not mandatory.

Language Proficiency

Fluent in English (native speaker preferred) Understand and can speak in Mandarin.

Specific Working Conditions

Frequency of Travel: As required.

R-20260804-0005

VF Corporation

VF Corporation habille les consommateurs partout dans le monde grâce à son portefeuille diversifié de marques emblématiques de style de vie, notamment Vans®, The North Face® et Timberland®. Fondée en 1899, VF est l’une des plus importantes entreprises mondiales de vêtements, de chaussures et d’accessoires. Elle exerce ses activités de façon socialement et écologiquement responsable dans de nombreuses régions du monde, catégories de produits et canaux de distribution. VF s’engage à offrir des produits novateurs aux consommateurs et à créer une valeur durable pour ses clients et ses actionnaires. VF Corporation outfits consumers around the world with its diverse portfolio of iconic lifestyle brands, including Vans®, The North Face®, and Timberland®. Founded in 1899, VF is one of the world's largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies, product categories, and distribution channels. VF is committed to delivering innovative products to consumers and creating long‑term value for its customers and shareholders.

VF Diversity Vision Statement

VF s’engage à créer un environnement inclusif qui accueille et valorise les différences parmi tous ses associés, ses clients, ses fournisseurs et les collectivités où nous vivons et exerçons nos activités.

Le succès et la croissance continus de VF sont renforcés par des initiatives qui favorisent la diversité à l’échelle mondiale.

VF s’engage à offrir l’égalité des chances en matière d’emploi et à traiter ses associés et ses candidats sans discrimination fondée sur la race, la couleur, le sexe, l’âge, l’origine nationale, la religion, l’orientation sexuelle, l’identité ou l’expression de genre, l’état matrimonial, la citoyenneté, un handicap, le statut d’ancien combattant protégé, le statut VIH/sida ou tout autre motif protégé par la loi.

VF s’engage à répondre aux divers besoins des personnes en situation de handicap dans des délais raisonnables, conformément aux principes d’autonomie, de dignité, d’intégration et d’égalité des chances.

Pour ce faire, VF s’efforcera de cerner, de prévenir et d’éliminer les obstacles à l’accessibilité partout où cela est possible, tout en respectant les exigences en matière d’accessibilité prévues par l’ADA, la LAPHO (AODA) et toute autre réglementation provinciale, étatique ou locale applicable.

VF s’engage à assurer l’accessibilité numérique, à se conformer aux Règles pour l’accessibilité des contenus Web (WCAG) 2.1, niveau AA, ainsi qu’aux normes de conception accessible de l’ADA et de la LAPHO (AODA), et à toute autre réglementation applicable.

Si vous avez besoin d’une mesure d’adaptation ou si vous avez des questions concernant cet énoncé, veuillez transmettre votre demande à [e-mail].

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 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 basis.

VF is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration and equality of opportunity, and will do so by striving to identify, prevent and remove barriers to accessibility wherever possible as well as by meeting the accessibility requirements under the ADA, AODA, and other applicable state, local or provincial regulations.

VF is committed to digital accessibility, and to conforming to the Web Content Accessibility Guidelines (WCAG) 2.1, Level AA and complying with the ADA and AODA Standards for Accessible Design, and other applicable regulations.

If you need an accommodation or have any questions regarding this statement, please send your request to [e-mail].