Purpose & Overall Relevance for the Organization:
Leader of the Omnichannel Activation department, which encompasses chosen Wholesale customers’ activations (online/offline) and our Direct-to-Consumer (DTC) channel with special focus on Own retail, Franchise stores and Factory outlets. Define, create and lead category consumer facing activities at every retail & digital consumer touchpoint, across all sales channels. Drive the agenda and priorities of the full marketplace across the Eastern European countries, including strategic needs from the European key accounts. You will be responsible for the strategy of the department, creating a cohesive and exceptional consumer experience to generate traffic, sales & conversion, and driving sports credibility through our key categories.
You will actively develop your team, drive the development of our activations, cooperate with key Retail, Sales & Marketing stakeholders in East Europe, as well represent East Europe Zone within the European omnichannel activation community.
Key Responsibilities
- Own Omni-Channel Marketing plan & strategies for the full marketplace in East
- Drive and oversee the marketplace in the different countries and integrate into one strategy as cross-border accounts are expanding into our countries, from offline to online retail
- Build knowledge and skillsets within the team for changing retail environments, ensuring an appealing retail approach for the Gen Z consumer
- Drive the digital marketing agenda – the integration of digital tools, scalable digital projects, and digital activation as well as provision of insights for future planning
- Increase sellout, share of voice and share of search of adidas within Zone East through improved brand visibility & presentation and enhanced consumer experience
- Lead the implementation and execution of Omnichannel Marketing strategy for all channels balancing global and local strategies
- Create dedicated account marketing plans & calendars for the zone’s accounts in close collaboration with Sales, BU, Go-to Market teams and review on constant base to reflect the business situation
- Brand & Product Learning program drive as a pillar to deliver on the sports credibility within key wholesale accounts and DTC
- Work with European retail teams for best local approach of storytelling for our retail and franchise doors – drive KPIs (traffic, conversion, sales)
- Own Omni-Channel MWB/SWB (Marketing & Sales working budget) to ensure investment decisions on strategy as well as monitor ROI
- Drive and initiate exciting hyper local consumer-relevant activations on store level in cooperation with zone Brand Activation, GTM, Sales, Sports marketing teams.
- Lead the delivery of appropriate channel activation sell-in tools at Sales Launch period, and brand presentations to accounts during sell-in
- Oversee new store openings/remodeling from ISC, VM and opening activation perspective
- Drive Membership program integration into DTC channel, drive proactively acquisition of new members by always-on communication and creating unique and premium members experience
- Drive the strategic relationship with ISC, VM and creative agencies and ways of working
- Feedback to Europe Channel Activation on performance of concepts and on toolbox readiness
- Share best practices & learnings with Europe and key stakeolders
- Build strong working relationships with Europe Brand Marketing and specifically Europe/East Sales, DPC, GTM, Retail, Franchsie and Brand Marketing teams to deliver market input and drive synergies
- Lead and continuously develop a team of OC managers to be experts in their field and contribute to company and category objectives
- Repesent the Brand East team as senior stakeholder across the zone, the cluster, EU and global
Personnel:
- Large team leadership and strategic guidance
- Manage, recruit for and develop the team to achieve all relevant targets for the Marketplace
- Build the most relevant teams to achieve strategic goals and future readiness
- Inspire, lead and drive a performance culture within the team
- Set personal objectives, targets, guidelines and assess all direct reports
- Manage key talents' career and succession planning
- Develop the functional and core skill of direct reports through regular coaching and mentoring
Key Relationships:
- Zone Brand Activation lead
- Zone Brand Communications
- Zone Sports Marketing
- Zone WHS teams & accounts
- Zone Retail & Franchise
- Zone Human Resources
- Zone Finance team
- European activation teams
- Local/Global Agencies
KPIs:
- Net sales
- Market share
- Sell through/Sell out
- Traffic/Conversion
- GenZ reach, share of business
- Digital Share of search & Share of voice
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.