Sr. Manager Brand Comms Originals

Purpose & Overall Relevance for the Organization:

Responsible for planning, organizing, and driving the effective implementation of the communication strategy and key campaigns of the Business Unit, with a consumer-driven mindset and local relevance, with focus on building credibility and to drive sales.

Ensure the seasonal activation execution across all Marketing channels is consistent with pre-season and in season organization and direction.

Key Responsibilities:

• Drive the annual and seasonal BU activation plan, translating the BU go-to-market strategy and aligned Global and Regional priorities into key campaigns and brand moments across channels. Integrate artists, influencers, events, and communities to drive brand and business KPIs.


• Responsible for ensuring the best possible campaign tools and content to cover all relevant consumer touchpoints (media, digital activation, adidas apps, publishing, social, public relations, Own Retail and trade marketing, consumer-facing events) are delivered for the category OTIF to ensure effective implementation.


• Create or adapt any additional category brand communication content to maximize consumer impact for relevant channels (where required and approved by Global) with a hyper local point of view.


• Responsible for creating and embedding a process with the Regional Activation team to gather input, provide the necessary tools, and approve execution plans.


• Establish a consumer study process to bring the consumer perspective into seasonal planning, generating actionable insights that inform BU priorities, campaigns, and activation plans.


• Provide input to the Global and Regional BU team to ensure Brand Marketing tools are optimized to best meet Market needs to build consistent, efficient, and standardized marketing plans.


• Input into the creation of a seasonal and annual Brand Calendar which includes Omni Channel activation.


• Brief and manage internal and/or external resources for creating and adapting locally needed category specific marketing tools/content.


• Coordinate alignment with internal departments (brand team functions and commercial channel teams) and facilitate execution of global marketing initiatives, overseeing all creative output across the brand marketing disciplines to build consistent marketing plans, ensure that all projects are on time and within budget towards a common understanding of creative and media strategic needs.


• Ensure Category and Brand Plan executional excellence (i.e. 90-60-30 Brand activation process ownership) to monitor and report on performance against the Brand and Business KPIs.


• Manage executional excellence of the BU activation plan and Develop post-campaign analysis and timely reviews of campaign performance fostering continue improvement.


• Manage and track the MWB according to brand priorities, and campaign executions; to monitor marketing spending and ensure effective and efficient investments to ensure the key brand stories MWB is being implemented at BU level, and to measure results and ROI of marketing campaigns/initiatives.


• Ensure brand presence (global footprint) and sell-through at POS by connecting strategic account/channel plans with adidas Brand Marketing objectives.


• Balance brand and category message against channel specific requirements.


• Support the Business Unit in the development of the Category strategic development and execution in line with the Global and Market strategic cycle.


• Be the go-to person for consumer insights providing BU and Brand team members with tangible ideas and opportunities to maximize our business and brand impact with our local consumers.

Key Relationships:

• Local Culture Marketing Team


• Local Newsroom Team


• Local CTC Team


• LAM BU teams


• Newsroom LAM


• Global BU of Originals team


• Global Originals Communication team


• External Agencies (marketing, media PR, events, content production)

Knowledge Skills and Abilities

• Broad & deep knowledge in own marketing and brand area, combining theoretical and practical knowledge


• Knowledge and passion for lifestyle categories, products, pop culture, artists, and influencers


• Hand on experience leading a digital, membership and communities’ strategy


• Strong understanding of how all elements in the marketing mix affect the consumer motivation


• Experience developing innovative strategies and strong creative instincts


• Strong agency-facing abilities, ability to partner and influence


• Ability to lead and mobilize a cross-functional team without direct management responsibilities


• Strong project management and planning skills


• Strong presentation skills and extensive experience in building PowerPoint presentations and campaign plans


• Understanding of LAM sporting goods industry and related retail channels


• Be comfortable working in ambiguity and be self-starter


• Ability to manage different projects at the same time and attention to detail

Requisite Education and Experience / Minimum Qualifications:

• 7 years of experience


• BA in marketing, advertising or related field required, MBA is a plus


• Minimum of five years of marketing experience in the related field of brand communications

AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE’S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE: THIS IS HOW WE WIN WHILE PLAYING FAIR.

• COURAGE: Speak up when you see an opportunity; step up when you see a need..


• OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.


• INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.


• TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.


• INTEGRITY: Play by the rules. Hold yourself and others accountable to our company’s standards.


• RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.

At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage.

– Culture Starts With People, It Starts With You –

By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.