Director, Brand & Community

Location: China Mainland

State/Province/City: Shanghai

City: Shanghai

Business Unit: Store Support Centre (SSC)

Time Type: Full-time

Description & Requirements

About lululemon athletica inc.  

lululemon athletica inc. (NASDAQ: LULU) is a technical athletic apparel, footwear and accessories company for yoga, running, training, and most other activities, creating transformational products and experiences that build meaningful connections, unlocking greater possibility and wellbeing for all. Setting the bar in innovation of fabrics and functional designs, lululemon works with yogis and athletes in local communities around the world for continuous research and product feedback. For more information, visit 



About lululemon China

China is an important partner for lululemon as it grows its international business. lululemon partners with local ambassadors, leverages its retail footprint and takes a digital approach to building meaningful connections with guests while advocating an active lifestyle that supports the Healthy China initiative. The brand’s purpose is to elevate human potential by helping people feel their best. To learn more about lululemon products, or to participate in upcoming community events, please visit your nearest lululemon store or via the official digital channels.



Position: Director, Brand & Community

Reports to: Vice President, Brand Marketing, China

Location: Shanghai

About this team:

This team is responsible for bringing to life lululemon’s brand expansion in China regions. Building towards a thorough understanding of our retail footprint in region, this team works hand-in-hand not only with Brand Marketing leaders but also with China’s Head of Retail and in region retail leaders in order to develop in region brand and community plans to support our growth in accordance with the regions’ context, network and priorities.

This team will also provide regional insights, bringing forward regional specificities, both challenges and opportunities to enrich the crafting of brand marketing programs and activations.

Core Responsibilities:

Craft and build an integrated annual in region marketing plan

  • Against an overarching China Brand Marketing calendar, build an annual integrated marketing plan for each region in partnership with retail leaders, taking into consideration our store differentiation strategies, our brand and community maturity in each region, our guest profiles and our available levers (from landlord resources, community partners, ambassadors etc.) to deliver on preset OKRs.
  • Construct and actively manage a holistic budget for Brand and Community for each region.

Build and lead a strong in region Brand and Community team.

  • Build, drive and lead a strong in region team, who will act as a key partner to retail regional leader(s), ensuring that our brand activations are brought to life in a powerful way.
  • With the support of CRM and Guest insights, develop a robust understanding of our guest profiles in each region, with specific attention to our differentiated store clusters and category penetration, developing programs that are adapted to each region.

Be the voice and advocate for the regions

·         Act as the voice of the region – combining a robust understanding not only of each regions’ retail and commercial landscape and goals; and our brand objectives, this role partners closely with other brand functional leaders specifically Brand Managers, Event Experience, Retail Brand Experience and the Ambassador Program leader to deliver turn-key activations that powerfully advances our brand presence in region and our guest engagement.


  • 12 - 15 years’ experience within a retail marketing function
  • Fluent in both English and Mandarin, with strong communication skills both written and spoken
  • Experienced in building and leading effective teams
  • Commercially sensitive with a strong sensibility to retail
  • A strategic and analytical thinker, curious, agile and custom to navigate high growth and fast-paced environment.
  • A strong operator with excellent interpersonal skills with a proven ability to build effective relationships in a matrix organization.
  • Bachelor’s degree in business and or marketing disciplines