Job Description

This role owns the end-to-end management of retail marketing strategies and their high-quality execution across the China market. Key responsibilities include, but are not limited to: leading new store opening projects, owning mall advertisement negotiations, driving seasonal and campaign-specific sales promotions, and setting standards for in-store activations and communication materials. Additionally, the role leads the planning of National Seasonal Tradeshows and drives relevant HOKA brand training initiatives across all doors and regions in China.

50% Strategic Retail Marketing & End-to-End Execution
• Strategic Retail Marketing & End-to-End Execution: Own and drive the strategic planning, process governance, and high-quality execution of all offline retail marketing activities and national seasonal tradeshows. Lead cross-functional collaboration with channel teams to drive end-to-end implementation across all retail categories for all doors nationwide, covering high-profile store openings, themed promotions, GWP, and brand roadshows, especially during peak seasons. Set and enforce activity execution SOPs to strictly control quality, visual presentation, and on-site results, ensuring full alignment with brand DNA to drive store traffic, sales conversion, and brand exposure.
• Commercial Influence & External Negotiation: Own the long-term relationship management and governance with key malls and commercial partners. Lead high-stakes business negotiations with malls and partners during peak seasons and key marketing nodes to secure optimal resources, optimize costs, and drive resource efficiency. Drive the output of precise and strategic project briefs for agencies and execution teams, while setting standards for execution, timelines, and KPIs to ensure zero-deviation communication and high-efficiency project implementation.

• Strategic Partnership Maintenance & Brand Value Advocacy：Own the long-term maintenance and deep engagement with key malls and core commercial partners, while driving regular partnership reviews and strategic alignment to build solid, long-term cooperation. Serve as the official brand spokesperson to drive the accurate transmission of HOKA’s brand DNA, sports philosophy, and core product values to partners and front-line sales teams, setting standards for brand perception and influence at the channel level to enhance the retail sales atmosphere.
• National Seasonal Tradeshow Strategy & Management：Independently lead the end-to-end planning and execution of National Seasonal Tradeshows, while owning team building, management, and cross-functional synergy with the VM team for visual excellence. Own the creation of product catalogs, manage attendee logistics for all partners, and drive the design and management of the presentation flow. Set standards for process control and contingency management to ensure the high-efficiency operation of tradeshows and drive the achievement of product ordering targets.
• Cross-functional Leadership & Business Support：Proactively drive synergy with Merchandising and Sales teams to align product strategies with sales targets, providing professional support while leading project planning and resource allocation. Drive the preparation and execution of high-frequency seasonal retail and brand trainings to empower front-line sales teams and enhance their professional capabilities. Lead the integration of online and offline activities with the Community team to drive a closed-loop system of traffic and sales.
• Community & Special Project Governance & Execution：Own the end-to-end retail execution for all community and brand activities initiated by CRM, SPOMA, and COMMUNITY teams, driving full-cycle project management for the retail channel. Drive multi-team collaboration (Retail, Operations, VM, Sales, PR) to ensure seamless logistics, including venue coordination, material setup, and resource allocation across key cities and regions. Set standards for deep integration between community initiatives and offline retail to drive a seamless transition from community engagement to store operations and sales conversion, maximizing traffic and brand empowerment.
• Other Strategic Responsibilities：Own various retail communication tasks assigned by senior management and contribute to the development of departmental marketing strategies. Drive the timely submission of comprehensive campaign reviews and channel analysis reports to support strategic business decisions.

30% Consumer & Runner Activation Management
• Own and drive the strategic planning and execution of localized runner community activations (e.g., store-to-race integrations, in-store workshops, community runs) based on HOKA store locations to drive brand loyalty and high-frequency foot traffic.
• Set and lead the standardization of operating procedures (SOPs) for mall investment support and establish governance frameworks for wholesale partnership collaborations.
• Own the operational quality and management of FSR (Field Service Representative) activities, driving deep emotional connections between members and the brand through high-impact offline touchpoints.
• Lead synergy with the PR team to execute high-profile store openings and drive strategic collaboration with the Sales team to maximize commercial opportunities at major race expos and key retail milestones.
10%
Retail Marketing Planning & Strategic Governance
• Own and drive the development of result-oriented annual and quarterly retail marketing strategies for both DTC and Wholesale channels, implementing rigorous KPI forecasting and ROI (Return on Investment) management for all key campaigns and promotional milestones.
• Independently lead the creation of the comprehensive yearly, quarterly, and monthly activity calendars, alongside the Go-to-Market (GTM) strategy and budgetary framework.
• Set and standardize commercial investment support criteria and establish overarching governance frameworks—including standardized processes and formats—for Wholesale (WSL) partners in strategic collaboration with senior management.
• Lead high-level cross-functional synergy with Merchandising, Sales, CRM, Community, and PR departments to drive the integration of overarching marketing plans and provide critical strategic support for budgetary development.

10% Reporting & Business Review
• Own and drive the comprehensive business assessment process, including the development of strategic bilingual reports and the facilitation of high-level communication with all key stakeholders.
• Lead monthly in-person business reviews with the China DTC and Wholesale teams to drive alignment on key progress and deliver strategic market insights.
• Own the development and presentation of all annual, seasonal, and monthly performance reports for retail projects, ensuring a data-driven approach to support organizational decision-making across all regions.