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Purpose & Overall Relevance for the Organization:
Responsible for developing and executing a complete and impactful communicative and executional category activation strategy for a defined Central Business Category (Basketball and Indoor), to build the brand and drive sales.
Key Responsibilities:
- Manage creation of the overall Central brand marketing plan for the category
- Input into the creation of the overarching Brand Calendar which includes publishing, media, digital, WHS, retail, membership and PR activation
- Manage creation of a seasonal and annual brand marketing strategy and activation plan that lands the Global and Local priorities and significantly improves Brand KPI’s – this includes integration of lead Sports Marketing / Culture Marketing brand partners
- Support allocation of Category MWB and WHS SWB across the marketing mix to best improve Brand and Business KPI’s and looking for efficiencies whether internally or externally
- Responsible for the creation and execution of local tools and executional plans of specific activations
- Manage executional excellence of activations and reporting of its performance against the Brand and Business KPI’s
- Input into the Global and European BU to ensure tools are optimised to best meet local needs and significantly improve KPI’s
- Steer and develop external pitch processes to have the best creative and executional setup for local stories
- Define and coordinated cost efficient media planning across all appropriate communication channels and tools
- Ensure efficient usage of all provided tools across all communication channels – publishing, paid media, omnichannel, sports marketing, culture marketing
- Develop hyperlocal relevant communication tools to land priority stories in social, paid media, and PR respecting trends and latest developments of the industry and target audience
- Lead the development and execution of WHS activation plans with a focus on the category relevant key accounts
- Ensure positive sell-in and sell-out impact of relevant activities across all channels
- Collaborate closely with Partner Publishing, Sports and Culture Marketing to ensure holistic concepts and activation approaches across relevant partner portfolio
KPIs
- Category Market Share
- Category Net Sales
- Share of Search
Key Relationships
- Brand Communication lead
- Omnichannel Activation lead
- Publishing & PR lead
- Category GTM
- Sports Marketing and Culture Marketing
- Counterpart in Global and Europe BU
Knowledge, Skills and Abilities:
- Proven understanding of how brands translate into comms tools (all forms)
- Have a good understanding of the Consumer Campaign Process from brief through to execution, executing global strategies and extending through hyperlocal activations
- Clear category understanding and knowledge
- Strong knowledge and understanding of social media and communication trends
- Ability to build strong relationships (Agency Management)
- Strong presentation skills
- Proven communicator – both written and verbal
- Creative capacity / awareness
Requisite Education and Experience / Minimum Qualifications:
- 6+ years marketing experience, ideally will have worked within the Sports Industry for a minimum of 2 years
- Degree educated preferably in communications or equivalent industry experience
- Substantial experience of the adidas business, or a significant knowledge in similar organization of the full marketing mix (from advertising, to events, to sponsorship, to retail) with a major brand or retail environment
- Proven media planning / buying experience
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.