Manager Retail Marketing, Franchising
Area: Brand adidas
Department: Retail & Franchising
Direct Reporting Line: Sr Manager Retail & Franchising Activation
Indirect/secondary reporting line: Yes
Subsidiary/country: Spain
Location: Zaragoza
GSMS Grade M4
Personnel Managed: No
Purpose & Overall Relevance for the Organization:
Develop adidas retail Franchising activation strategy for Iberia, execute seasonal stories and commercial-related activations in accordance with Global and Europe guidelines as well as local Franchise Retail Ops team, with the ultimate goal of driving store footfall, enhance consumer engagement, and boost demand.
Key Responsibilities:
- Provide input into the creation driving the implementation of local retail marketing plans together with Brand and GTM functions, aligning with adidas EU omni-channel teams.
- Identify, develop and deliver 365 activations that can capitalize on consumer and brand moments, with the main goal of protecting and increasing quality traffic to our Franchising doors.
- Ensure the Global/Market brand and commercial calendar is correctly reflected into our Franchising doors with on-brand, consumer-right executions.
- Brief and supervise the development of adidas creative content for retailers from online to offline applications ensuring consistent communication in line with company standards and brand guidelines. Special focus in point of sale campaigns, all along the process, from briefing to production and implementation in the stores.
- Collaborate with Europe VM Team in defining the key actions to increase conversion and elevate brand experience through VM levers of the adidas Franchising Stores.
- Lead new Franchising store openings process from a marketing and VM point of view, ensuring a strong delivery across planning, execution and sustain phases.
- When relevant, lead possible Franchising stores refitting from both a marketing and VM pov, ensuring a high-lever delivery aligned with EU standards.
- Facilitate a culture of mutual learning and growth with other Retail channels (Concept Stores, FOs).
- Manage local Franchising team to ensure execution of Europe Visual Merchandising and Activation standards guidelines in all assigned doors within the region.
- Assist in gathering and reporting feedback to adidas EU teams, fostering a culture of improvement and mutual learning.
- Own and manage assigned Marketing Activation budget for Franchising stores-related initiatives, ensuring projects are fully tracked and executed on budget, all in line with the line manager’s guidelines.
- Manage, lead and take ownership for direct reports ensuring that all team members are set up for success.
- Promote a high-performance culture by setting clear expectations and individual goals with both direct reports (when relevant) and client agency partners.
Relevant KPIs to measure success include:
- Business Metrics: Conversion rate, Net Sales, Market Share, Sell-Through, Traffic, ROI.
- Brand strength: Consideration, Talkability, Market share, Share of search, consumer sentiment, as well as digital and media KPIs when relevant.
Key Relationships:
- Own Retail Marketing Activation team
- Brand Comms Team
- Retail Ops
- District Managers
- Franchising partners
- Europe Retail Marketing
- Europe VM
- Cultural Marketing
- SpoMa
- Sales team
- Legal team
- Runner Marketing and other external agencies
Knowledge, Skills and Experience:
- Knowledge of the sportswear marketplace, key trends, as well as established and emerging players
- Project and partner management experience
- Thorough understanding of the consumer, including needs and behavior
- Solid understanding of marketing funnel
- Solid understanding of retail commerce
- Knowledge of legal protocol around social contests and ability to partner with company legal team on such details
- Good negotiation skills and relationship building
- Strong commitment and accountability
- Problem solving and flexible attitude
- Natural team leader persona
Requisite Education and Experience / Minimum Qualifications:
- University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
- 5+ years' experience leading marketing and communication initiatives to create consumer engagement and demand
- Skill and strategic ability on creating consistent consumer journey within accounts’ channels including digital and social media landscape and its metrics and around the consumer activation and events
- Proficient in MS Office (Outlook, Excel, Word, PowerPoint)
- Excellent communication skills; verbal and written (English / Spanish)
- Detail-oriented and organized
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.