1. Role overview

• Manage, protect and grow awareness of the Pili brand (Sport – Office – Lifestyle) across all platforms.
• Manage work with the THC agency across all areas: IMC – Performance – Creative – Social – Production.
• Manage and deliver all campaigns in line with the Pilionway direction.
• Serve as the main point of contact between Pili (BOD – Sales – Operations) and the THC team.

2. Key responsibilities

2.1 Manage, protect and grow awareness of the Pili brand

• Brand building and positioning: Shape the Pili brand strategy around the 3 product pillars (Sport – Office – Lifestyle), ensuring a consistent, distinctive image at every touchpoint.
• Protect brand heritage and image: Closely monitor messaging, visuals and brand assets (Brand Guidelines) to avoid communication crises or positioning drift.
• Grow brand awareness: Plan brand coverage across channels (Digital, OOH, PR, Activation, Event) to optimize Top-of-Mind and Reach among target customers.
• Measure brand health: Track and review Brand Health metrics (Share of Voice, Sentiment, Brand Recall) on a regular basis to adjust strategy in time.

2.2 Manage work with the THC agency across IMC – Performance – Creative – Social – Production

• IMC (Integrated Marketing Communications): Review and give feedback on THC’s overall IMC plan; ensure the core message stays connected with day-to-day execution.
• Performance (Performance Marketing): Allocate KPIs, budgets and ad plans; closely track conversion rate (CR), customer acquisition cost (CAC) and return on ad spend (ROAS) delivered by THC.
• Creative (Content/Design): Review concepts, visuals, copy and messaging produced by THC before release, making sure they reflect the spirit of Pili.
• Social (Social Media Channel Management): Oversee the Content Calendar, content direction and engagement metrics across platforms (Facebook, TikTok, Instagram, YouTube, etc.).
• Production (Photo/Video Production): Approve briefs and storyboards, select talent/KOLs and oversee output quality for photoshoots and video/TVC shoots.

2.3 Manage and deliver campaigns in line with the “Pilionway” direction

• Action planning: Turn the “Pilionway” culture and philosophy into short- and long-term communication campaigns with clear themes.
• Schedule & budget management: Coordinate resources, track delivery timelines and keep actual Marketing spend in line with the approved plan.
• Ensure consistency: Make sure every Marketing activity (online to offline, from gifts to service experiences) accurately conveys the spirit of “Pilionway”.
• Evaluate & optimize: After each campaign, lead the post-mortem meeting to review results, capture lessons learned and measure the impact of the “Pilionway” spirit on customers.

2.4 Main point of contact between Pili (BOD – Sales – Operations) and the THC team

• Relay direction from the BOD: receive strategy, sales targets and guidance from the BOD and turn them into clear brand objectives for the THC team.
• Connect Sales and Operations:
• Work with Sales to understand market needs and promotions, ensuring Marketing campaigns help move inventory and new arrivals.
• Work with Operations/Logistics to prepare products, gifts and packaging before a Marketing campaign launches.
• Manage information flow: act as a two-way bridge between Pili’s internal departments and the THC team so projects run smoothly.
• Report and recommend: regularly report work performance and campaign progress to the BOD, and propose solutions to resolve any issues that arise.

2.5 Team management

• Build, train and coach team members.
• Allocate KPIs and plan the development path for brand communications staff (Marketing/Branding Executives).

2.6 Other tasks as requested by the direct manager.