Req ID:  2247

Hong Kong, China

Date:  21-Nov-2022

Senior Manager, Brand & Communications

Job Description

Reporting to the Vice President, Brand & Creative, the role will be a key contributor to drive a unique brand experience and consistent brand communications for the target customers, by collaborating closely with cross-functional teams in DFS One Marketing organisation (including Creative, Consumer Insights, Integrated Marketing Operations) as well as other key disciplines in DFS.

The Senior Manager, Brand & Communications is a key member of the DFS global Brand & Creative team.  The scope of the role is focused on

  1. Supporting the long-term brand strategy and harmonizing a clear brand vision across all channels, online and offline
  2. Driving a consistent brand voice in DFS brand communications internally and externally and
  3. Sets direction for initiatives that improve brand proposition and experiences for customers, brand partners and employees.

Brand Strategy and Management 

  • Develop brand strategy and harmonizing a clear brand vision across all channels, online and offline, leveraging brand tracking and consumer insights
  • Deliver one brand voice, tone, message and content across the customer journey 
  • Act as Brand Champion to stakeholders within the organisation to ensure brand essence comes to life in key customer touch points
  • Supports brand architecture strategy set up and governance
  • Supports Brand & Creative yearly budget planning against key business and marketing priorities
  • Act as reviewer and approver of DFS evergreen brand and loyalty image and video assets, and supporting Creative team to develop brand direction for evergreen asset production
  • Drives DFS brand awareness and brand preference, as well as recommend brand performance targets in partnership with Consumer Insights team
  • Supporting business development needs with brand messaging where needed

Brand Direction and Customer Touchpoints 

  • Establishes brand point of view to integrated marketing plans, creative campaigns and store openings
  • Establishes brand direction for service culture programs and employer branding in partnership with relevant stakeholders
  • Directs the evolution of brand touchpoints for in-store customer journey in partnership with Consumer Insights and Retail Excellence team
  • Develop and manage potential Brand Partnerships to enhance DFS brand awareness and reputation

Consumer PR 

  • Develop and manages internal communications plan for immersing employees (corporate and divisions) in DFS brand platform evolution
  • Creates press kits for consumer media outlets and journalists for brand and campaigns
  • Manages consumer PR to drive brand and campaign earned media, while staying connected with Corporate Communications team



Key Requirements

  • Postgraduate or Bachelor’s Degree in relevant disciplines 
  • Having at least 8 years working with luxury brands in Brand Management, Brand Marketing and/or Brand Strategy
  • Highly motivated leader who thrives in brand management and brand transformation work in a matrix organisation
  • Strong commercial acumen and enjoys working in a multicultural environment
  • Ability to lead through vision and values by staying focused on organization priorities and connecting with brand management actions
  • Ability to manage deadlines and grow in an agile environment
  • Global mindset and ability to support diverse cultural perspectives and styles of stakeholders and business partners, in order to drive brand vision and enhance business results
  • Ability to guide and mentor a team to develop and strengthen skills needed to accomplish objectives
  • Excellent relationship building skills with internal and external stakeholders 
  • Experience in customer centric design strategy for retail or service industry is preferred
  • Excellent presentation skills with high proficiency in English (Reading and writing in Chinese is a plus)
  • Proficient in Microsoft Office including ability to leverage Excel & PowerPoint to create clear and concise strategy and brand plans

DFS is an equal opportunity employer. It is the Company’s policy and practice to employ, promote and treat all employees and applicants on the basis of merit, qualifications and competency and to provide all employees with a workplace that is free of discrimination. Employment decisions are based on qualifications such as education, work experience and talent, and are made without regard to race, color, gender, religion, age, national origin, marital status, sexual orientation, disability or any other basis protected by law.