Purpose & Overall Relevance for the Organization:
Maximize both the Brand impact, sell-out and profitability of Direct-to-Consumer Retail by implementing the category consumer facing activities at every retail-centered consumer touchpoint, across distribution channel. Develop and grow a strong and successful in-store link between the consumer retail experience and the adidas brand by connecting, engaging, enabling and inspiring the Key City relevant communities and influencers 365 days a year, building an authentic and long-term relationship with them. Brand Center Retail Activation Manager will plan, develop and execute premium activations for Brand Center Warsaw in alignment with the overall Retail marketing calendar. This position will be responsible for developing ongoing activations, events and in-store experiences that will connect and engage with our consumers. Raising importance of interaction with consumers create unique opportunity to drive loyalty, attract new consumers and increase KPIs. Help develop the Cluster implementation plan within the Cluster Omnichannel strategy and implement it with excellence. Act as an interface to CEE Sales.
Key Responsibilities:
Reporting into the DTC Activation Manager, this role is responsible for winning the consumer at the point of purchase while maximising the profitability of the Brand Concept Warsaw store by positively impacting consumer traffic, conversion and NPS. This will be achieved by landing the brand with consistency, clarity and impact through flawlessly executed consumer-relevant campaigns, promotions and in-store communication.
Store Activation Strategy
- Focus on yearly marketing activation priorities, KPIs, budget and calendar based on the Global and European activation calendar and toolkits while also leveraging local opportunities (assets, local holidays, heavy tourist periods, product ranges, local sports moments) with your specific store, audience, and stakeholders in mind.
- Execute with excellence the Cluster DTC activation plan with focus on quality, efficiency, consistency across all consumer touch points and across all subunits of the Cluster.
- Play an active role in driving a new partnership model to add physical or digital experiences within the store around campaign launches to give added value, excitement and sharable moments to consumers.
- Lead agency management with briefings for excellent campaign and activation execution
- Ensure process speed and efficiency (budget management, communication flow, reporting, execution plan, alignments with Marketing and Sales parties)
- Provide performance tracking and manage efficiency in ROI
Store Connection
- Constant connection with Store management, as well as knowledge of store business and KPIs.
- Ensure store staff are educated and informed about plans in close cooperation with Brand Center Consumer Experience Manager.
VM and Windows
- Define the window and launch zone strategy with the Senior Retail Marketing Manager and the ISC strategy with the VM team.
- Attend regular store walk throughs with VM and Retail / Sales Manager counterparts to ensure a flawless consumer journey.
People Management & Relationships
- Lead a team and promote a high-performance culture by setting clear expectations and individual goals to focus the team on key drivers.
- Evaluate competencies of team members on a regular basis and provide prompt and constructive feedback - assume a coaching role to support and inspire team members.
- Take ownership for a consistent talent management process to grow talents for leadership positions. Consistently, perform touch bases, 90 day and IDP plans.
- Build a strong internal network with back-office teams to enable creating a speed boat way of working.
- Know and use internal tools for daily efficiency (MWB tracker, GROW, SRM, DAB etc.)
- Create strong business relation with cross-functional teams, (Retail District Managers, VM, Brand Marketing, Sport Marketing)
Key Relationships:
- Cluster DTC lead
- Cluster Omnichannel team, incl. VM for support in delivering brand campaigns
- Cross-functional Marketing functions (Brand Marketing, PR, Newsroom, Sports Marketing) for connecting to the locally relevant influencers, to drive traffic and raise awareness of Brand Center
- PL Retail organization, Retail Director, District Manager, Brand Center Store Director Manager, local adidas Retail functions
- WE DTC
- Europe Retail Marketing Team to execute the seasonal Brand Center store activation program
- External suppliers, agencies, and vendors for various events and activations on daily basis
KPIs:
- Net sales, Traffic, Market share, Brand NPS
- DTC KPI’s
- MWB Management (efficiency, accuracy)
Knowledge, Skills and Abilities:
- Knowledge of full marketing mix with focus on retail
- Experienced in being consumer obsessed, putting the consumer journey at the heart of everything to encourage dwell, conversion, engagement and traffic
- Highly knowledgeable about WARSAW consumer and landscape through the lens of sport, culture and community
- Time and and problem-solving skills, ability to use good judgment and make strong independent decisions. Demonstrate an inspirational attitude that contributes to a positive team environment
- Forward thinking, creative and innovative mindset with strong organizational and project management skills, drive to constantly persue improvement. Being proactive with ideas and always seeking new ways of working,
- Ability to build and maintain effective working relationships with team members along with willingness to set and maintain high standards of performance
- Experience in leading a team
- Benefit will be relevant contact book of influencers, brands, agencies and partners
- Strong brand understanding and ability to deliver a premium consumer experience in a retail environment
- Passion for sport, the adidas brand and energy for activation
- Solid business acumen and in-depth knowledge of Retail KPIs
- Marketing budget management
- Advanced user of MS Office suite of products
- Strong negotiation skills, strong networking skills
- Business English
Requisite Education and Experience / Minimum Qualifications:
- University degree in Marketing, Sales, or equivalent professional experience
- 4+ years retail or marketing / agency experience (minimum 2 years retail and event marketing experience essential)
- Experience in leading a team
- Proficient in MS Office applications (Outlook, Excel, PowerPoint, Word); strong PowerPoint skills preferred
- Previous Brand, Cultural or Sport related experience preferred, especially related to driving consumer events and engagement
- Fluency in English
adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an equal opportunity employer.