Community Manager
VF Corporation
ABO Office, Shanghai , CHN , ASIA




  • Love Wild Places
  • Dear to Disrupt
  • Spark Curiosity
  • Create Community
  • Live with Integrity
  • Key Purpose of the Job :

    The position’s ultimate goal is to build The North Face to be the #1 Outdoor Brand in China, HK and subsequently in TW and other Asian markets.

    Your role is to inspire, equip and enable the next generation of Explorers to build a diverse community, to spark curiosity for adventure and to ensure they understand the latest product innovations that will help them achieve their goals.

    The Community Manager (CM) is a critical role that will create a uniquely TNF, authentic, self sustaining communities in SNOW, TRAIL AND CLIMB.

    The communities created will not only be a source of inspiration for others, but to help us to learn how to better serve our consumers.

    Our goal is to get more people to the mountain, on the mountain and up the mountain.

    The person will lead the recruitment, management and ongoing expansion of these communities in China and across APAC.

    The CM will collaborate closely with all cross-functional team (e.g., brand marketing, CRM, DTC, DTP, etc.) to ensure alignment and consistency when driving community engagement, and catalyst conversion.

    The focus of his / her scope will :

    Create TNF community strategy and develop TNF Owned Community Programs for all brand territories, TRAIL / CLIMB / SNOW.

    1) Develop TNF community structure and program to fill across different brand territories, Climb, Trail, Snow, with business conversion thinking.

    2) Enable TNF to provide access to under privileged or exclusive TNF experiences for VIPeak members.

    3) Engage consumer through regular event, weekly / monthly or seasonal and develop community programs and activation calendar (weekly, monthly, annually).

    4) Market the values of the community through different touch points.

    5) Identify, quantify, validate, and prioritize community’s feedback and issues, utilizing social intelligence tools as needed.

    6) Anticipate future consumer needs and create excitement for upcoming / new program features and improvements.

    7) Collaborate with Brand Marketing and CRM teams to build close, transparent relationships with our most engaged member and our top influencers.

    TNF Owned Community Content Development and Utilization.

    8) Generate content from community programs and retain regular consumer communication through content.

    9) Integrate community activation and contents across GTM process. Eg. Product launch, trialing and activation.

    10) Moderate community conversation and promote positive conversation.

    11) Conduct surveys and research with communities to identify and better understand issues impacting the experience and potential enhancements to improve the program experience.

    Leverage Existing Communities Resources.

    12) Consolidate and develop relationships with existing communities, eg climbing gyms, running clubs, outdoor clubs. Identify and building partnerships with valuable outside communities in key markets.

    13) Leverage engagement best practices, standards, and innovations with other CMs across industry.

    14) Regularly deliver on channel metrics, user feedback, issues, or risks channel and community insights and offer actionable next steps on an ongoing basis.

    Assist in Athletes Management.

    15) Assist Sports Marketing Head to scout and develop athlete (Climb, Trail, Snow athletes) program and build Athlete x Community program.

    16) Leverage athlete content to inspire community.

    17) With tightly with global sports marketing on athlete alignment.

    Required Competencies :

  • Strong communication with different parties and can build strategic work relationship.
  • Strong community relationship and resources in key markets.
  • Strong sense and knowledge of outdoor sports.
  • Innovative and creative.
  • Commercial acumen and a highly commercial outlook
  • Consumer centric
  • Planning & organizing
  • Attention to details & Process oriented
  • Energetic and enthusiasm to build a brand-new program from the ground up, drive its growth, and improve it. Must be self-motivated, proactive, flexible & result oriented
  • Team and interpersonal capabilities required :

  • Teamwork spirit with leadership potential, individual development with clear goals, at the same time patiently coach & feedback, hands on on-job training and develop teammates.
  • Team collaboration absolutely key within marketing team, business team and Product teams.
  • Presence and presentation skills to senior management both written and verbal English communication skill, able to produce impactful and succinct reports, content calendar, analysis, and recommendation on action
  • Can work under high pressure and multi-task.
  • Able to travel in high frequency.
  • Required Professional Qualification :

  • Passionate about The North Face and exploration.
  • Good knowledge at outdoor and running.
  • Well-connected and involved with outdoor and running communities.
  • Experience in consumer-focused marketing.
  • Regional knowledge or working experience (APAC).
  • Excellent communication skills, in both oral and written.
  • Ability to objectively interpret user / community feedback and make actionable recommendations.
  • Strategic and creative thinker with the ability to present new ideas effectively.
  • A self-motivated, detail-oriented team player team player.
  • Analytical mindset with strong problem-solving skills and ability to multi-task.
  • Proven experience in project management.
  • Excellent Microsoft Office knowledge, especially PowerPoint and Excel.
  • Principal Accountabilities :

    Under general direction : * Provide comprehensive analytical support in order to maximize marketing and selling efforts within channels and categories involving more complex customers

  • Make recommendations from research findings
  • Knowledge & Skill Requirements :

  • Bachelor’s degree in Marketing or related field *Equivalent years of experience in a substantially similar industry may be considered in lieu of a degree to be determined by the nature of the specific job and the hiring manager’s criteria* Minimum of five years of related experience preferred* Strong written and oral communication skills* Proficient PC skills
  • Knowledge & Application :

  • Discipline expert, typically with a number of years post qualification experience or equivalent business experience* Integrates and communicates fairly complex information within the specialization or recognized body of formal knowledge* Knowledge of principles and practices within a professional discipline* Assess unusual circumstances, suggests variations in approaches, and incomplete or conflicting data
  • Problem Solving :

  • Resolve issues that are differing, but related* Issues require sophisticated analytical or problem solving techniques to identify cause* Devises solutions based on limited information and uses past experience or precedent to identify solutions or to adapt existing approaches to resolve issues* Uses evaluation, judgment, and interpretation to select right course of action, which may impact the longer term* Anticipates future issues* Work is done independently, but is reviewed at critical points
  • Interaction :

  • Interprets and explains information to audiences who are not familiar with the subject matter often requiring persuasion* Adapts style to differing audiences* Requires objective review of difficult work problems, obtaining cooperation or approval* Requires considerable resourcefulness* Requires strong multicultural awareness to appropriately deliver messages
  • Impact :

  • Impact is limited to the achievement of short- to medium-term goals* Contributes to delivery of discipline / department goals through personal effort or through influence over team members* Has contributory impact on team / discipline performance
  • Accountability :

  • Accountable for meeting own target which will impact the discipline* Accountable for own targets which will typically be definable but not always financially measurable
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