Purpose & Overall Relevance for the Organisation:
To develop and grow a strong and successful in-store link between the consumer retail experience and the adidas brand by connecting, engaging, enabling and inspiring the East Europe Key City relevant communities and influencers 365 days a year, building an authentic and long-term relationship with them.
Senior Specialist Brand Center Warsaw Activation will plan, develop and execute activations for Brand Center Warsaw in alignment with the overall Retail marketing calendar. This position will be responsible for developing ongoing activations, events and in-store experiences that will connect and engage with our consumers.
Key Responsibilities:
Reporting into the DTC Activation Manager, this role is responsible for driving the adidas brand visibility and experience consistent with brand strategy at the key store in East Europe region. That should aim at winning the consumer at the point of purchase while maximising the profitability of the Brand Center store by positively impacting consumer traffic, conversion and NPS. This will be achieved by landing the brand with consistency, clarity and impact through flawlessly executed consumer-relevant campaigns, as well as promotions and in-store communication aligned with cluster priorities.
Store Activation Strategy
Contribute to defining yearly marketing activation priorities, KPIs, budget and calendar based on the Global and European activation calendar and toolkits while also leveraging local opportunities (assets, local holidays, heavy tourist periods, product ranges, local sports moments) with your specific store and audience in mind.
Store Connection
Constant connection with Store Management / Team, as well as knowledge of store business and KPIs.
Ensure store staff are educated / informed about plans, activations and all terms & conditions of consumer-facing activations.
VM and Windows
Contribute to briefing and creating the launch zones and windows strategy with Manager of DTC Activation, execute in the store the final proposal with local agency and define the ISC strategy with the VM team.
Participate regularly on store walk through with VM and Retail / Sales Manager counterparts to ensure a flawless consumer journey.
Team Management
Build a strong internal network with back-office teams (SPOMA, Brand Comms, VM)
Know and use internal tools for daily efficiency (GROW, ARIBA, NOVA PORTAL etc.)
Knowledge, Skills and Abilities:
Experienced in being consumer obsessed, putting the consumer journey at the heart of everything to drive conversion, engagement and traffic
Highly knowledgeable about WARSAW consumer and landscape through the lens of sport, culture and community
Ability to build and maintain effective working relationships with team members along with willingness to set and maintain high standards of performance
Ability to be a self-starter with strong organizational, project management and problem solving skills
Demonstrate an inspirational attitude that contributes to a positive team environment
Forward thinking, creative and innovative mindset, being proactive with ideas and always seeking new ways of working
Benefit will be relevant contact book of influencers, brands, agencies and partners
Passion for sport, the adidas brand and energy for activation
Flexibility to attend events and activations during weekends or in the evenings
Requisite Education and Experience / Minimum Qualifications:
University degree in marketing, sales, business or equivalent professional experience.
Min. 1 year of retail or marketing / agency experience (event marketing experience is an advantage)
Previous Brand, Cultural or Sport related experience preferred, especially related to driving consumer events and engagement
Proficient in MS Office applications (Outlook, Excel, PowerPoint, Word); strong PowerPoint skills preferred
Fluency in Polish and English