Purpose & Overall Relevance for the Organization:
The role of the Direct-to-Consumer (DTC) channel is to elevate the adidas consumer experience across all touchpoints, both offline and online. With the growing importance of direct digital touchpoints and personalized consumer interactions, DTC creates a unique opportunity to build lifetime loyalty, strengthen brand engagement and drive key business KPIs.
Manager DTC & VM Activation will be responsible for delivering premium consumer experience across all consumer touchpoints, with direct ownership of adidas Factory Outlet activation and performance. The role will be accountable for ensuring that Factory Outlets deliver a consistent and compelling adidas brand experience while maximizing their commercial potential through relevant, locally tailored activations.
Manager DTC & VM Activation will work cross-functionally to connect Factory Outlet execution with broader DTC, brand and membership priorities, ensuring that Factory Outlets are fully integrated into the overall consumer journey.
Key Responsibilities:
- Own and execute Factory Outlets activation strategy across PL/CZ/HU, with focus on premium consumer experience, sport credibility, traffic, conversion and commercial performance
- Create and execute local activations tailored to Factory Outlet consumers and local market needs
- Ensure quality, efficiency and consistency of Factory Outlet activations
- Lead in-store communication and POS execution, applying sustainability principles and minimizing carbon footprint
- Analyze store and campaign performance, identify opportunities and proactively drive improvement actions
- Integrate digital tools and platforms (e.g. adidas app) into Factory Outlet activation plans and proactively drive new membership acquisition
- Lead and develop the P1 Specialist / Working Student responsible for BC Warsaw activations, fostering a high-performance and collaborative culture.
- Implementation of adidas VM standards in adidas Factory Outlets – collaboration with external VM agency
- Build strong business relationships with District Managers, conduct regular Factory Outlet visits and proactively identify opportunities to improve consumer experience and performance
- Manage Factory Outlet activation budget (MaEx) with strong ROI focus
- Ensure speed, efficiency and follow-up across activation processes, agencies, communication and reporting
- Provide regular feedback on Factory Outlet performance, concepts and toolbox readiness to Europe
- Play an active role in quarterly Business Review, representing Factory Outlet activation priorities
Key Relationships:
- Senior Manager DTC Activation & Visual Merchandising
- EE Retail Team
- EU DTC Marketing and Visual Merchandising Team
- Media and Brand Activation Team
- External suppliers
KPIs:
- Net Sales Development
- Traffic
- Conversion
- ASP
- UPT
- Number of Membership Program members
- Budget Management (efficiency, accuracy)
Knowledge, Skills and Abilities:
- Experience in Omnichannel / Trade Marketing / account activation / DTC activation; Factory Outlet / Retail experience, preferably with direct store - will be a strong advantage
- Solid understanding of the marketing mix and ability to translate it into relevant Factory Outlet activations
- Strong knowledge of marketings tools and their application to drive traffic and consumer engagement
- Strong understanding of premium consumer experience and ability to translate it into a Factory Outlet environment
- Strong commercial mindset, with ability to analyse performance and identify growth opportunities
- Strong process and project management skills, with ability to manage multiple markets and stakeholders
- Experience in marketing budget management and delivering strong ROI
- Strong negotiation, communication and networking skills
- Strong constructive problem-solving and decision-making abilities
- Ability to work effectively across Retail, Brand and Marketing teams
- Experience in a market organization / multi-market environment will be an advantage
- Advanced user of MS Office suite
Education & Experience
- 3+ of working experience within a marketing and/or retail environment
- Fluent in English, both written and verbal
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.