The Product Marketing Manager is responsible for leading end-to-end product marketing strategy and execution, connecting compelling brand storytelling with commercial performance. This role requires a strong balance of strategic thinking and operational excellence, with the ability to develop annual and seasonal marketing frameworks while maintaining close oversight of executional details.
The ideal candidate is commercially astute, highly analytical, detail-oriented, and adaptable in a fast-paced retail environment. They should embody UNIQLO's values of simplicity, quality, discipline, customer focus, and continuous improvement.
Primary Duties
Annual, Seasonal, and Monthly Planning
- Develop and lead annual, seasonal, and monthly marketing strategy aligned with company business targets (total company number and categories importance).
- Translate mid-term ambition into yearly building blocks, seasonal frameworks, and monthly campaign calendar.
- Ensure product focus aligns with sales priorities, inventory strategy, and growth ambitions.
- Work closely with merchandising, E-commerce, in-store visibility team, and store operations to ensure alignment between marketing and product push in store & e-commerce
P&L Ownership & Commercial Alignment
- Read, interpret, and analyze P&L statement to understand revenue drivers, cost structure, and profitability.
- Connect marketing initiatives to sales performance and gross margin improvement.
- Proactively identify business gaps and recommend marketing interventions to improve product sell-through.
- Monitor campaign ROI and performance KPIs, providing clear post-campaign analysis and actionable insights.
Product Storytelling & Campaign Execution
- Lead development of product-focused campaign that highlight innovation, fabric, functionality, and LifeWear philosophy.
- Ensure consistent and compelling storytelling across digital, in-store, PR and activation channels.
- Maintain high attention to detail in visual output, messaging, and execution quality.
- Be hands-on in campaign development, production discussion, and rollout monitoring.
Cross-Functional Leadership
- Act as a bridge between marketing, merchandising, in-store, store operation and e-commerce team.
- Ensure marketing timelines support store operations and product launches effectively.
- Guide team members to execute with discipline and excellence.
Team Management & Capacity Building
- Lead and mentor product marketing team members.
- Instill strong ownership mindset, detail orientation, and continuous improvement culture.
- Foster a high-performance, collaborative improvement.
Cultural Alignment & Adaptability
- Embrace and role-model UNIQLO's Japanese-rooted culture: humility, discipline, speed, and accountability.
- Demonstrate strong adaptability within a structured yest fast-paced organization.
- Be open minded, receptive to feedback, and committed to constant refinement.
Qualifications/Requirements
- Min 8 years of solid marketing experience, preferably within retail, FMCG, consumer goods, fashion, lifestyle, or related industries
- Experience in multinational organizations is highly preferred, with proven ability to collaborate effectively with regional and global stakeholders
- Demonstrated experience leading annual/monthly/weekly business planning, seasonal marketing frameworks and integrated campaign execution
- Strong commercial acumen, including the ability to analyze P&L statements, business performance metrics and marketing ROI
- Highly detail-oriented and execution-focused, with a willingness to remain close to operational execution
- Resilience, adaptable and comfortable working in a fast-paced environment
- Passion for fashion, retail, consumer behaviour and evolving market trends
