Regional Franchise Marketing Director

7 days ago

Singapore Hasbro Full time

At Hasbro we’re changing the face of play and entertainment. We’re looking for people who want to explore, experiment, and innovate to come up with the best ideas. Our culture of community, passion, integrity, creativity, and inclusion has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 100 years and we believe the best is yet to come.

Hasbro Asia has an immediate need for a passionate, results-oriented, innovative marketing leader In this high-profile, critical role you will lead the Hasbro Asia brand portfolio franchise development, planning and activation to deliver against the global strategy and vision. You will lead and influence internal and external cross-functional teams across the Hasbro Brand Blueprint to plan and execute cohesive and impactful franchise initiatives and full-funnel integrated campaigns to deliver against brand goals.

**Asia Markets**: China, Hong Kong, Taiwan, South Korea, Japan, India, Singapore, Malaysia, Middle East.

**A Day in The Life of the Asia Brand Franchise Marketing Director**

Reporting to the SVP of EurAsia Brand Franchise Marketing, you will be responsible for:

- Delivering the vision for the Hasbro Brands across the Asia region and support the Asia General Manager on implementing the global strategic business goals.
- Lead and be accountable for the end-to-end, fully integrated marketing communication implementation in line with the Regional go-to-market brand activation strategies within the Asia Markets achieving outlined brand performance metrics. Go to market categories driving scale across the region include:

- Brand Blueprint Franchise Planning (Entertainment, Toy & Game, Licensed Consumer Products, Digital Gaming, Brand Events, etc.)
- Integrated Media & Communications (Brand & Performance Media)
- Retail Activation
- Product Portfolio
- Financial and P&L Accountability (Shape of P&L, NR, GM, VM, OP)
- Partner with the Regional Marketing team contributing to the Eurasia brand and category strategy ensuring the Asia insights, marketing, and portfolio requirements are understood and delivered where scale can be achieved across the region.
- Partner with the Country Managers to activate the Channel strategy and support the distribution of Hasbro brands and products.
- Be a best-in-class partner; lead cross functional teams to achieve results, including:

- Integrated Media Team as a brand expert to ensure media plans reach key consumers, meet brand goals, and incorporate on-brand creative.
- Asia local Toy & Game Marketing teams to integrate consumer marketing plans into customer level plans to ensure seamless, omni-channel consumer messages at retail.
- Partner with Asia Licensed Consumer Products & Licensed Brand Events team to ensure a fully integrated Franchise plan.
- Partner with consumer insights to provide Asia-specific insights and data points for strategic input in brand design and product development.
- Responsible for delivering commercially oriented execution plans & flexibility in redeployment of A&P investments to fulfill P&L goals in line with market LE
- Analyze and track regionally aligned insights and KPIs including media & POS performance, utilizing data to drive decision making and flexibility.
- Lead external partnerships with third parties including Agencies, Licensees, Licensors and Media Networks to maximize Hasbro’s competitive advantage.
- Key member of the Eurasia Marketing Leadership team and Asia Leadership team.

**What You’ll Bring**:

- Minimum of 10 years of progressive consumer marketing/brand communication experience in fast-paced, forward thinking consumer organization.
- Bachelor’s Degree in Marketing, Advertising, Media/Communications, or related field. MBA strongly preferred.
- A solid track record of experience and achievement in a senior marketing leadership role.
- Strong experience dealing with multiple categories and brands across multiple markets.
- Media and/or agency experience strongly desired, with a strong background in digital media tactics including OLV, connected TV, social media platforms and paid influencer content.
- Experience in P&L management.
- Market Analysis & Insight Generation.
- Outstanding project management skills.
- Segmentation & Targeting experience.
- People management.

**Functional experience and/or knowledge will include**:
**Brand Franchise & Portfolio Strategy**:

- Proven ability to transform a strategy and vision into actionable plans in a rapidly changing, fast-paced organization.
- Deliver the Brand Blueprint through integration of Consumer Products, Promotions, LBE and Studios as part of One Voice implementation through Asia marketing and retail planning.
- Management of an integrated and sustainable P&L, strategically assisting Asia Market teams to reach their business plans (Sales/Marketing/Ops):

- Outline (in liaison with Asia GM) and drive top-down approved brand business targets for the future and communicate

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