Responsible for the design, implementation, and execution of field marketing initiatives in close coordination with the Brand Manager to promote lead generation and create upsell opportunities for the HOKA ONE ONE brand.
Specific Tasks & Responsibilities
- Develop and execute field marketing initiatives to include running clinics, on-ground demos & sales, expo events and Focus Group Discussions (FGD)
- Conduct quarterly product knowledge training with in-house running consultants
- Meet bi-monthly with store front liners and running consultants to secure feedback on the season’s collection, check on visual merchandising and ensure stock movement & replenishment
- Manage on-ground FMRs from the Central, North, South and provincial areas
- Engage and manage local running communities to drive brand awareness and foster brand loyalty
- Work with local athletes and running communities to develop local inside stories for social media content
- Manage social media FAQs and queries in coordination with the Digital Marketing Coordinator
- Collaborate and maintain relationships with coaches, event organizers, media partners, sponsors and vendors
- Engage and manage brand ambassadors / endorsers
- Monitor and record brand ambassadors / endorsers media exposure / mileage
- Manage the involvement of key influencers and celebrities participating in events & sponsored activities
- Monitor the progress of all projects and collaborate with other internal groups and external partners to accomplish objectives on schedule and within budget
- Track expenses in an organized fashion
- Report weekly / monthly on the status of field marketing activities
- Conduct and accomplish post-promotion and post-event reports / analysis
- Execute sponsorship contract and event agreement terms
- Monitor industry trends and competitive activities
- Sit in bi-monthly business review calls with principal/s
Key Results Areas
- Develop and execute on-ground initiatives to strengthen brand awareness and sales for HOKA ONE ONE
- Manage area Field Marketing Representatives (FMRs)
- Promote business expansion opportunities through local community management and event development & execution
- Manage social media activity surrounding field marketing initiatives / campaigns
- Foster teamwork, creativity, commitment, integrity and passion in parallel with QHC’s mission to develop extraordinary champions
Key Performance Indicators
- Increase in sales, market share, brand awareness and brand equity
- Consistent in-store product & visual merchandising across all distribution channels
- Timely execution and delivery of all brand marketing requirements and plans
- Increase social media mileage
About Toby's Sports
In the Philippines, basketball may be the favorite sport, but with hundreds of malls in Metro Manila, shopping arguably comes close. When it comes to retail stores, one name pops up across the board as the ultimate destination for sports equipment and apparel: Toby’s Sports.
The retail chain had its small beginnings in 1978 as a small and modest toy shop selling imported Disney goods in a quiet corner of the Greenhills Shopping Center. The store, which was first called Toby’s Forms and Shapes and later on Toby’s Sports and Hobbies, was the brainchild of Roberto Claudio, Sr., who named the store after his eldest son. Seeing an opportunity to sell skateboards after the holiday season, he eventually transformed his retail space into a sporting goods store that offered a wide array of sports apparel, equipment, and accessories.
In the following years, Toby’s—under the leadership of Roberto, Sr. and his brothers Jojo and Rod, and his son, Toby—revolutionized the sporting goods business, and eventually relaunched as Toby’s Sports. From the small space in Greenhills, Toby’s continued to build a chain of sports stores in locations around the Philippines. Its wide product assortment, international brands, modern ambience, knowledgeable and professional sales personnel set them apart from the traditional stores. Toby’s was clearly different and ahead of its time.
Today, Toby’s Sports constantly evolves to keep up with the times. When it comes to store design, features, merchandise, and staff, Toby’s maintains their stronghold and continues to push the limits of the sports retailing industry. In 2001, they opened the country’s biggest interactive sports superstore, the Toby’s Sports Arena. Several Arena concept stores are now open around the country, featuring activities and games that customers can enjoy, such as the Toby’s Basketball Shootout and an indoor climbing wall called The Rock, among others.
Toby’s Sports carries more than 157 brands and showcases more than 60,000 unique items in over 30 branches nationwide. Thirty years later, far from their small beginnings, Toby’s continues to serve millions of Filipinos, igniting their passion for sports.
