Senior Manager, Brand & Community

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.

position

Senior Manager, Brand & Community, Beijing, North and Northeast

reports to

Director, Brand & Community

location

Beijing

about this role

The Senior Manager, Brand & Community is the marketing lead for the Beijing, North and North East region, responsible for developing and leading the area's integrated marketing strategy to drive brand awareness, brand desirability, community growth, and business performance.

This role translates national and global brand priorities into locally relevant marketing strategies and experiences, leading the delivery of end-to-end integrated marketing plans across brand storytelling, community engagement, CRM, events, partnerships, and retail marketing.

As a key member of the Area Leadership Team (ALT), this role partners closely with cross-functional stakeholders to align brand objectives with commercial priorities, ensuring marketing investments drive measurable business outcomes and contribute to company OKRs.

core responsibilities

Lead the development and execution of the area's integrated marketing strategy and annual marketing plan, ensuring alignment with brand priorities, commercial objectives, and company OKRs.

Translate national and global campaigns into locally relevant marketing strategies and activation plans. Develop area-specific initiatives that strengthen brand desirability and support business growth through a fully integrated approach across retail marketing, community, partnerships, CRM, events, new store openings, and amplification channels.

Lead annual and quarterly area marketing planning processes, including resource allocation, budget forecasting, investment prioritization, and performance reviews to ensure marketing initiatives deliver against strategic business objectives.

Leverage guest insights, consumer behavior, market intelligence, and regional dynamics to inform strategic decision-making and identify opportunities to drive engagement, acquisition, retention, and revenue growth.

Develop and lead strategic partnerships across landlords, studios, community organizations, local influencers, and other relevant stakeholders, creating mutually beneficial collaborations that amplify brand reach and guest engagement.

Represent Brand Marketing within the Area Leadership Team (ALT), influencing business planning, go-to-market strategies, and area priorities. Ensure early integration of marketing perspectives into business decisions and product launches to maximize market impact.

Own the area community strategy and annual community activation roadmap. Partner with store leadership and cross-functional teams to design and execute meaningful community initiatives, experiences, and events that strengthen guest connection and local brand affinity.

Establish clear objectives, KPIs, success metrics, and measurement frameworks for all marketing programs and initiatives. Monitor performance, manage budgets effectively, and drive accountability for ROI, brand health metrics, guest acquisition, retention, and community growth.

Lead, coach, and develop a regional marketing team comprising the Beijing and North & Northeast Managers. Provide strategic direction, clarify roles and responsibilities, and foster a high-performance culture focused on collaboration, innovation, and execution excellence.

Build strong partnerships with Area Leadership Team members, including Retail Operations, Visual Merchandising, People & Culture, and other business partners, as well as the broader Brand Marketing team, to ensure seamless execution and alignment across all initiatives.

Champion continuous improvement by identifying new marketing opportunities, emerging consumer trends, and innovative approaches that enhance the effectiveness of local marketing efforts and strengthen brand competitiveness in the region.

qualifications

15+ years of experience in marketing, brand management, or community marketing, preferably in retail, sports, or lifestyle industries

Proven experience in leading integrated marketing strategies and campaigns, Go-To-Market in Area

Demonstrated people management experience

Strong background in event marketing, CRM, retail marketing, and partnership

Experience working in a multi-city or regional scope is highly preferred

Strategic thinking with strong business acumen

Ability to translate insights into actionable marketing plans

Strong leadership and team management capability

Project management and execution excellence

Effective stakeholder management and communication skills

Data-driven mindset with ability to track and optimize performance

Ability to work in a fast-paced, matrixed environment

must haves

Acknowledge the presence of choice in every moment and take personal responsibility for your life.

Possess an entrepreneurial spirit and continuously innovate to achieve great results.

Communicate with honesty and kindness and create the space for others to do the same.

Lead with courage, knowing the possibility of greatness is bigger than the fear of failure.

Foster connection by putting people first and building trusting relationships.

Integrate fun and joy as a way of being and working, aka doesn’t take yourself too seriously.

additional notes

Authorization to work in China is required for this role.

compensation and benefits package

lululemon’s compensation offerings are grounded in a pay-for-performance philosophy that recognizes exceptional individual and team performance. As part of our total rewards offering, you will receive competitive base pay and permanent employees in this position may be eligible for our annual bonus program, subject to program eligibility requirements.

At lululemon, investing in our people is a top priority. We believe that when life works, work works. We strive to be the place where inclusive leaders come to develop and enable all to be well. Recognizing our teams for their performance and dedication, other components of our total rewards offerings include support of career development, wellbeing, and personal growth:

Supplement health and dental benefits, and mental health plans

Paid time off

Savings plan matching - Employee Stock Purchase Plan

Generous employee discount

Fitness & yoga classes

Parenthood top-up

Extensive catalog of development course offerings

People networks, mentorship programs, and leadership series (to name a few)

Note: The incentive programs, benefits, and perks have certain eligibility requirements. The Company reserves the right to alter these incentive programs, benefits, and perks in whole or in part at any time without advance notice.

workplace arrangement

Field/Community-based work is necessary or important within a designated area, with relevant travel required.