📌 Core Information
🔹 Job Title: Senior Retail Marketing Executive, UGG
🔹 Company: Deckers Brands
🔹 Location: Shanghai, China
🔹 Job Type: Full-Time
🔹 Category: Retail Apparel and Fashion
🔹 Date Posted: May 22, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Managing retail and WHS projects as the key bridge between marketing and channels
- Planning and executing mall ads, campaigns, in-store events, and shopping mall joint events
- Synergizing brand communication, retail marketing, and visual merchandise
- Driving retail traffic and sales through integrated resources and effective communication
ASSUMPTION: This role requires a high level of retail marketing experience and strong communication skills to effectively manage projects and drive sales.
📋 Key Responsibilities
✅ Mall Ads Management and Campaign Execution (45%):
- Plan annual mall ads across tier A malls 3 months in advance
- Manage budget and plan with flexibility, considering new business requests
- Negotiate deals with shopping mall key contacts for better pricing
- Manage production of mall ads with cost effectiveness and high quality
- Track and review mall ads, requesting on-air images and sharing them internally
✅ Retail MKT & WHS Routine Execution (45%):
- Support retail and WHS campaign launches
- Create retail assets guidance for all retail touchpoints
- Develop content toolkits for retail and deliver marketing assets to retail and WHS sides
- Leverage landlord's activity plans for in-store activities and mall ads planning
- Share MKT campaigns and activities with partners to build relationships
- Create WHS event/promotion playbooks to guide clients on on-brand events and promotions
✅ Store-based Social Account Management:
- Manage store-based social accounts, creating guidance and tracking performance
- Develop and execute KOS projects with store candidates
- Share good deliveries with other retail and WHS stores for adaptation
✅ Retail MKT Campaign Education:
- Set up routine meetings with channels for campaign education
- Educate on brand knowledge and update activities to ensure consistent output from stores
✅ Routine Tasks (10%):
- Support line manager or manage agency to create reports (monthly, tracking, event/project recap)
- Perform daily marketing work, including payment, contract follow-up, budget control, and relationship building
ASSUMPTION: This role requires strong organizational skills and the ability to manage multiple projects simultaneously.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5-10 years of experience in retail marketing, with a strong focus on campaign execution and mall ads management
Required Skills:
- Proven experience in retail marketing and campaign execution
- Strong knowledge of retail execution and consumer experience in the fashion category
- Excellent communication and negotiation skills
- Budget management and planning skills
- Ability to work independently and manage multiple projects
- Fluency in English and Mandarin
Preferred Skills:
- Experience with O2O marketing strategies
- Knowledge of the UGG brand and its target audience
- Experience working with shopping mall key contacts in China
ASSUMPTION: Candidates with experience in the fashion retail industry and a strong understanding of consumer behavior will be best suited for this role.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Senior Retail Marketing Executive in Shanghai, the estimated salary range is ¥350,000 - ¥450,000 per year (approximately USD $50,000 - $65,000).
Benefits:
- Health, dental, and vision insurance
- Retirement savings plan with company match
- Generous employee discount on UGG products
- Paid time off and holidays
Working Hours: Full-time, Monday to Friday, with occasional weekend work for events and campaigns
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Deckers Brands operates in the retail apparel and fashion industry, with a focus on footwear, apparel, and accessories. The company has a strong global presence and is known for its iconic brands, including UGG, Koolaburra, HOKA, Teva, and AHNU.
Company Size: Deckers Brands is a mid-sized company with approximately 5,000 employees worldwide. This size allows for a more intimate work environment and the opportunity to make a significant impact on the company's success.
Founded: Deckers Brands was founded in 1973 and has since grown into a global organization, developing and nurturing brands into global icons.
Company Description:
- Deckers Brands designs, markets, and distributes footwear, apparel, and accessories for both everyday casual lifestyle uses and high-performance activities
- The company prioritizes holistic wellbeing and has a positive impact on the communities and world around it
- Deckers Brands fosters a culture where employees can bring their authentic selves to work and be valued and supported as whole persons
Company Specialties:
- Footwear design and development
- Apparel and accessory design
- Merchandising and retail
- eCommerce and direct-to-consumer sales
- Innovation and strategic planning
Company Website: http://www.deckers.com
ASSUMPTION: Deckers Brands' focus on employee wellbeing and authentic self-expression creates a positive work environment that attracts and retains talented individuals.
📊 Role Analysis
Career Level: This role is a senior-level position, requiring a high level of experience and expertise in retail marketing.
Reporting Structure: The Senior Retail Marketing Executive will report directly to the Marketing Manager and work closely with cross-functional teams, including retail, wholesale, and creative.
Work Arrangement: This is an on-site position, with occasional remote work for events and campaigns. The role requires a flexible schedule, with the ability to work evenings and weekends as needed.
Growth Opportunities:
- Advancement to a management or director-level position within the marketing department
- Expansion into other brands or regions within the Deckers Brands portfolio
- Development of leadership and mentoring skills through managing junior team members
ASSUMPTION: This role offers significant growth potential for candidates looking to advance their careers in retail marketing.
🌍 Location & Work Environment
Office Type: The Shanghai office is a modern, collaborative workspace with a casual dress code and a focus on employee comfort.
Office Location(s): The Shanghai office is located in the Pudong New Area, one of the city's most vibrant and modern districts.
Geographic Context:
- Shanghai is the largest city in China and a major global financial hub
- The city is known for its iconic skyline, rich history, and diverse cultural scene
- Shanghai offers a high quality of life, with excellent dining, shopping, and entertainment options
Work Schedule: The work schedule is Monday to Friday, with occasional weekend work for events and campaigns. The role may require travel to other regions in China or internationally.
ASSUMPTION: Shanghai's dynamic business environment and vibrant cultural scene make it an attractive location for professionals looking to advance their careers in retail marketing.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the HR department
- In-depth interview with the Marketing Manager and a cross-functional team member
- Final interview with the Regional Marketing Director
- Background check and offer extension
Key Assessment Areas:
- Retail marketing experience and campaign execution skills
- Communication and negotiation skills
- Budget management and planning skills
- Cultural fit and alignment with Deckers Brands' values
Application Tips:
- Highlight relevant retail marketing experience and campaign successes in your resume
- Tailor your cover letter to demonstrate your understanding of the UGG brand and its target audience
- Prepare examples of your work, including mall ads, campaign materials, and event planning documents
- Research Deckers Brands and the UGG brand to show your enthusiasm and commitment to the role
ATS Keywords: Retail Marketing, Campaign Execution, Mall Ads Management, Budget Planning, Negotiation, Consumer Experience, Fashion Trends, Brand Communication, Visual Merchandise, Project Management, Team Collaboration, Market Research
ASSUMPTION: The interview process for this role will focus on assessing the candidate's retail marketing experience, communication skills, and cultural fit with Deckers Brands.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Adobe Creative Suite (Photoshop, Illustrator)
- Project management tools (Asana, Trello, JIRA)
- Social media management platforms (Hootsuite, Sprout Social)
- Marketing automation tools (Marketo, HubSpot)
ASSUMPTION: Candidates should have experience with industry-standard marketing and project management tools to be successful in this role.
👔 Cultural Fit Considerations
Company Values:
- Integrity: We act with honesty and transparency in all our interactions
- Innovation: We foster a culture of creativity and continuous improvement
- Collaboration: We work together to achieve our goals and support each other's success
- Accountability: We take responsibility for our actions and deliver on our commitments
- Customer Focus: We prioritize the needs of our customers and strive to exceed their expectations
Work Style:
- Collaborative: We work closely with cross-functional teams to achieve our goals
- Adaptable: We embrace change and pivot as needed to meet our objectives
- Results-driven: We focus on delivering measurable outcomes and achieving our targets
- Customer-centric: We put the customer at the center of everything we do
Self-Assessment Questions:
- How do you embody Deckers Brands' values in your daily work?
- Describe a time when you had to adapt to a significant change in your work environment. How did you handle it?
- How do you prioritize your workload to ensure you're focusing on the most important tasks?
ASSUMPTION: Candidates who align with Deckers Brands' values and work style will be most successful in this role and contribute to the company's continued growth and success.
⚠️ Potential Challenges
- Managing multiple projects and priorities simultaneously
- Adapting to a fast-paced, dynamic work environment
- Navigating relationships with shopping mall key contacts and other external partners
- Balancing the needs of the brand with the requirements of retail and wholesale channels
ASSUMPTION: Candidates with strong organizational skills, adaptability, and excellent communication skills will be best equipped to overcome these challenges.
📈 Similar Roles Comparison
- This role differs from other retail marketing positions in its focus on mall ads management and campaign execution for the UGG brand
- In the fashion retail industry, this role requires a strong understanding of consumer behavior and fashion trends
- Career progression in this role could lead to management or director-level positions within the marketing department or expansion into other brands or regions
ASSUMPTION: Candidates should research similar roles within the retail marketing industry to better understand the unique aspects of this position and how it fits into their career trajectory.
📝 Sample Projects
- Planning and executing a quarterly mall ads campaign across tier A malls in Shanghai
- Developing a content toolkit for retail and wholesale channels to ensure consistent on-brand application across all touchpoints
- Managing a store-based social account, creating guidance, and tracking performance to drive engagement and sales
ASSUMPTION: These sample projects illustrate the key responsibilities and required skills for this role, providing candidates with a clear understanding of the work they will be expected to perform.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and how this role fits into the broader marketing organization?
- How does Deckers Brands support the growth and development of its employees?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Deckers Brands measure the success of its retail marketing campaigns, and what are the key performance indicators (KPIs) for this role?
- What is the company's approach to work-life balance, and how does it support employees in achieving this?
ASSUMPTION: Asking thoughtful, well-researched questions demonstrates the candidate's interest in the role and commitment to understanding the company's culture and priorities.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume to highlight your relevant retail marketing experience and campaign successes
- Write a cover letter that demonstrates your understanding of the UGG brand and its target audience
- Prepare examples of your work, including mall ads, campaign materials, and event planning documents
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about next steps
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
