Purpose & Overall Relevance For The Organization:
The Brand Media Planning Team sits within the wider Media Activation Team, also home to Performance Media, Affiliated and Media Effectiveness teams. You will partner with these teams, local countries and our media agency network to ensure our brand media investment is best in class.
You will work closely with the European Business Units and Global Media team to bring European media strategies to life across 19 countries.
Objectives:
To ensure world class media management is developed, communicated, implemented, measured and improved upon.
To help plan, buy and measure the best possible campaigns that beneficially impact brand perception and long term sales for the Europe market.
Key Responsibilities:
- Coordinate the end-to-end media campaign planning process for upper- and mid-funnel activations across all categories, from brief through to execution
- Act as a reliable point of contact for adidas category leads (Originals, Running, Football,etc), ensuring European media activations are accurately represented in the wider business
- Maintain and develop the day-to-day relationship with the regional media agency, ensuring quality output is delivered across strategy, planning, buying, measurement and partnerships
- Ensure campaign guidelines are locally relevant & understood by our local country comms teams, following up to ensure consistent and compliant execution across all European countries
- Consult local country teams on how to maximise their media agency partnerships and budgets in line with adidas guidelines and best practices
- Review cross-channel media plans across all categories — and collate structured feedback from local teams to ensure European nuance is reflected
- Contribute to the development of media partnership programmes, supporting the growth and optimisation of existing relationships
- Coordinate the asset production process for media campaigns, working closely with the external production agency to ensure all assets are delivered on time and to spec, including paid social format requirements
- Work closely with the Performance Marketing team to ensure Brand and Performance activations are aligned and complementary
- Support campaign reporting and analysis in collaboration with the Measurement team and agency partners, helping to translate data and insights into actionable recommendations for future campaigns
- Actively contribute to the yearly media upskilling calendar, helping elevate media capability and knowledge across the European network through key topics, innovations, and market trends.
Key Relationships:
- Local Country Comms team
- Europe Brand/Category Business Units
- Europe PR & Social
- Europe Digital Activation
- Europe Media Agency
- Global Media team
- Europe Localization/Production Agency
KPI’s:
- Brand KPIs – contributing towards the improvement of brand perception
- Sales KPIs – contributing towards the long-term financial growth of the company
- >90% implementation of media process for Brand and Category campaigns
Knowledge, Skills And Abilities:
- Planning, implementing and measuring media campaigns
- Experience planning and/or buying media in both a local country or regional market
- Experience working with multiple stakeholders on campaign development and activation (from agency or client side)
- Experience of either creating or assessing media plans across all media channels
- Strong understanding of Paid Social, it’s best practices and how it fits into the media and marketing ecosystem
- Good knowledge of media KPIs – what are useful and what are questionable
Soft Skills:
- Ability to work in complex, diverse and pressured environments
- Ability to handle multiple projects and stakeholders at one time
- Excellent written & presentation skills
- Strong but empathetic communications approach
- Collaborative by nature
- Broad understanding and passion for the sports and/or entertainment industry
- Inquisitive, insightful and thoughtful
- Strong work ethic
- Process and solution-oriented with an attention to detail
- Can independently prioritize and manage workload
- Able to partner with internal and external teams and is flexible to variable team dynamics and cultures
- International experience nice to have but not needed
Requisite Education And Experience / Minimum Qualifications:
- 4+ years media experience in a multi-market role
- Media agency experience preferred but not required
- English language fluency
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.