Who we are
lululemon is an innovative performance apparel company for yoga, running, training, and other athletic pursuits. Setting the bar in technical fabrics and functional design, we create transformational products and experiences that support people in moving, growing, connecting, and being well. We owe our success to our innovative product, emphasis on stores, commitment to our people, and the incredible connections we make in every community we're in. As a company, we focus on creating positive change to build a healthier, thriving future. In particular, that includes creating an equitable, inclusive and growth-focused environment for our people.
About this team
The Brand & Community team in Japan is responsible for bringing lululemon's global brand vision to life in ways that resonate deeply with local guests and communities. Reporting to the Director, Brand & Community, the Senior Manager, Brand leads brand strategy, campaign development, and brand storytelling across Japan. This role plays a critical part in shaping how lululemon shows up in the market by translating global brand priorities into locally relevant campaigns and experiences that drive brand awareness, guest engagement, and business growth. As a key leader within the Brand & Community organization, the Senior Manager partners closely with cross-functional leaders including PR, Community, Retail Brand Experience, Digital, and Product teams to develop and execute integrated brand campaigns across all channels.
A day in the life
Strategic Brand Leadership:
- Lead the development and execution of the Japan brand strategy and seasonal brand calendar aligned with global brand priorities and local market opportunities
- Translate global brand campaigns and product stories into locally relevant initiatives that resonate with Japanese guests
- Act as a strategic thought partner to the Director, Brand & Community in shaping long-term brand positioning and market growth strategies
- Monitor market trends, consumer insights, and cultural moments to identify opportunities for brand storytelling and engagement
- Ensure consistent and premium brand expression across all touchpoints in Japan
Brand Investment & Budget Management:
- Own and manage the Japan brand marketing budget, ensuring effective allocation of investments across brand campaigns, community initiatives, and marketing channels
- Partner with the Director, Brand & Community on annual operating planning and marketing investment prioritization
- Integrated Campaign Development & Execution
- Lead the end-to-end development and execution of integrated brand campaigns across Japan
- Partner with PR, Community, Retail Brand Experience, Retail, Digital and Media teams to ensure strong cross-channel alignment and campaign impact
- Oversee campaign planning, key milestones, and go-to-market execution across online and offline platforms
- Track campaign performance and provide insights and recommendations to optimize future initiatives
- Monitor cultural trends, guest behavior, and competitive landscape to identify opportunities for brand growth in Japan
Cross-Functional Collaboration:
- Work closely with PR Lead, Community Manager, Retail Brand Experience Manager, and other Brand & Community leaders to ensure integrated brand storytelling and market execution
- Partner with Retail and E-commerce teams to drive guest engagement, traffic, and commercial impact
- Act as a connector across functions to ensure clarity, alignment, and efficient execution of brand initiatives
- Lead relationships with external creative, production, and marketing agencies to deliver best-in-class brand campaigns
- Team Leadership & Development
- Lead, mentor, and develop a Brand Manager and Brand Specialist to deliver high-quality brand initiatives
- Provide clear direction, coaching, and feedback to build team capability and performance
- Define clear campaign KPIs and success metrics, monitoring performance and identifying insights to inform future brand initiatives
- Foster a collaborative and growth-focused team culture aligned with lululemon leadership values
- Support resourcing, project prioritization, and effective workload management across the team
Qualifications
- University degree in business, marketing or communications
- 10-12+ years in brand marketing, integrated marketing, or brand management
- Proven experience leading brand strategy and integrated marketing campaigns
- Experience working with global brands and translating global strategy into locally relevant initiatives
- Demonstrated leadership experience managing and developing team members
- Strong understanding of Japanese consumer behavior, culture, and market dynamics
- Excellent stakeholder management and cross-functional collaboration skills
- Strong project management, communication, and storytelling capabilities
- Comfortable working in a matrixed and fast-paced environment
- Native or fluent Japanese and high business-level English proficiency required, with the ability to effectively collaborate and communicate with regional and global stakeholders, including frequent interaction with APAC teams.
Must haves
- Acknowledges the presence of choice in every moment and takes personal responsibility for their life.
- Possesses an entrepreneurial spirit and continuously innovates to achieve great results.
- Communicates with honesty and kindness, and creates the space for others to do the same.
- Leads with courage, knowing the possibility of greatness is bigger than the fear of failure.
- Fosters connection by putting people first and building trusting relationships.
- Integrates fun and joy as a way of being and working, aka doesn't take themselves too seriously.
At lululemon, we care for and invest in the whole person - body, mind, spirit. Our total rewards program is designed to support you in achieving your goals and focus on the things you love. In addition to competitive base pay and a team-based bonus program, we also offer paid time off, generous employee discounts, fitness/yoga classes, parenthood top up program and personal and professional development programs.
Note: availability of these benefits and perks may be subject to your location & employment type and may have certain eligibility requirements. The Company reserves the right to alter these benefits and perks in whole or in part at any time without advance notice.
Learn more about what it's like working for lululemon in our Asia-Pacific markets:
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