Behind the Seams: Jolin Zhang, Promoting Lee® in a Growing China Market
In China, Lee® jeans are a leading men’s denim brand. And, as Senior Marketing Manager for Lee China, Jolin Zhang helps to ensure that Lee remains a top brand with consumers by spearheading marketing and influencer campaigns, driving online traffic and even creating eye-popping experiences to honor the brand’s 130-year heritage. She credits the team around her for their collective accomplishments. “If we do things successfully, it's not because of one person. It's because of the team,” she says. We caught up with Jolin in the middle of her busy week to learn more about her career journey and what keeps her at the top of her game.
Can you tell us a little about your marketing background?
My first job was with Evian in sales and management. That helped me gain a foundational understanding of business. After that, I worked for Reebok’s marketing team and helped implement global marketing campaigns. In 2014, I transitioned to the Lee brand. These experiences allowed me to learn and adapt quickly and to always bring passion to your work.
How has Lee’s marketing approach evolved under Kontoor?
When Lee became part of Kontoor, I began to see a lot of increased efficiencies. The China team and the Asia Pacific team work very closely in the go-to-market process. We have regular brainstorming and workshop sessions. When teams can cross reference and share analytics, the resulting output helps us develop insights that positively impact the market.
How would you describe your leadership style?
To encourage and empower. I encourage my team to attend exhibitions and festivals and to experience fresh trends in the marketplace. I also provide them with an opportunity to lead projects and to execute them independently, with the understanding that it’s okay to make mistakes as long as we’re learning from them.
What do you like to do for fun outside of work?
I really like to travel. Mainly, because I really want to have different experiences. I think travel is a great way to meet new people, experience different cultures and see new things. I always return from my trips with added inspiration. I think my next destination will be Canada, a country I’ve always wanted to visit.
More About Jolin:
Favorite Lee Campaign: This year’s 130 Year Celebrations campaign from August to October
Favorite Lee Product: Lee’s Union-All. It’s a product with so much history, having been created in 1913. The product was inspired by a mechanic of Lee founder, H.D. Lee, who suggested sewing a jacket to a pair of pants. That idea would go on to become the Union-All. I love the Union-All, as do many celebrities in China. It’s very trendy in the marketplace.