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KEY RESPONSIBILITIES:
1. BRAND COMMUNICATIONS STRATEGY & INTEGRATED PLANNING
• Lead the development of the local Brand Communications strategy and annual plan, translating Global/Regional Brand direction and business priorities into a clear local communications agenda
• Continuously monitor consumer, cultural, category and competitor trends, and translate relevant insights into strategic Brand and campaign opportunities.
• Leverage consumer, campaign, channel and business performance data to inform planning, investment priorities and optimization
• Develop campaign strategies based on consumer and business insights, defining clear objectives, target consumers, key messages and channel roles
• Define the integrated consumer journey across key Brand and category campaigns
• Lead the development and localization of locally relevant campaigns, content and storytelling across PR, social, media, influencer/KOL and experiential touchpoints
• Establish campaign KPIs, evaluate performance and translate learnings into future strategy and planning
2. CHANNEL / RETAIL INTEGRATION & DIGITAL ACTIVATION
• Set the overall Brand Communications direction across channel/retail and digital touchpoints, ensuring alignment with Brand and business priorities
• Ensure Channel/Retail Activation is integrated into the overall campaign strategy and consumer journey, in close collaboration with the functional owner and relevant commercial teams
• Define local digital activation priorities across website, mobile app, CRM, eCommerce, paid media and other relevant digital touchpoints
• Partner with regional Digital, CRM, Media and eCommerce teams to ensure integrated and timely campaign delivery
• Use campaign and consumer performance insights to optimize channel integration and digital activation
3. PARTNER ACTIVATION
• Lead consumer-facing activation strategies for relevant Brand and Sports Marketing partnerships
• Translate partnership rights, assets and access into integrated campaigns, content, events, retail and consumer experiences
• Collaborate closely with Sports Marketing and other partnership owners to maximize partner stories and assets across relevant consumer touchpoints
• Ensure partner activations are integrated into the broader Brand Communications calendar and support Brand/category priorities
4. MEMBERSHIP STRATEGY & ACTIVATION
• Lead the local Membership strategy and annual activation roadmap in alignment with regional Membership priorities and country Brand and commercial objectives
• Define the role of adiClub across key Brand campaigns, product launches, retail moments and consumer experiences
• Drive member acquisition, engagement and retention through integrated Retail, Digital, CRM and experiential activations
• Lead key Membership moments including adiClub Days, exclusive access, raffles and money-can’t-buy experiences
• Own the end-to-end member journey across Retail, eCommerce, CRM, Digital and Brand Activation touchpoints
• Track Membership performance and translate member and campaign insights into actionable improvements
5. AGENCY, BUDGET & GOVERNANCE
• Lead strategic briefing and management of creative, PR, social, media and activation agencies, ensuring clear direction, deliverables and quality standards
• Own and manage Brand Communications and Membership budgets, ensuring disciplined investment, accurate tracking and effective utilization of resources
• Ensure activities comply with adidas Global/Regional Brand guidelines, internal governance and relevant local legal requirements
• Lead campaign and project post-evaluation, consolidating key learnings and recommendations for future planning
6. CROSS-FUNCTIONAL & STAKEHOLDER MANAGEMENT
• Act as a key Brand Communications and Membership interface across relevant local, regional and global stakeholders
• Partner closely with GTM, Sports Marketing, Retail, Wholesale, eCommerce, Visual Merchandising, Digital, CRM, Finance, Legal and other relevant functions
• Drive alignment on Brand Communications and Membership priorities, key milestones, responsibilities and execution requirements.
• Provide Brand Communications and Membership expertise and consumer insights into relevant Brand and business planning processes.
KEY RELATIONSHIPS:
• Local: Go To Market, Sports Marketing, Visual Merchandising, Digital, Customer Service, Sales, Finance, Supply Chain
• Global/Regional: Brand Activations, Membership, Digital Consumer Experience, Brand Partners, Legal/IP
• External: Brand/Marketing Partners, Agencies/Vendors, Media/Influencers/KOLs, Retail Partners/Customers
KNOWLEDGE, SKILLS AND ABILITIES:
• Strong strategic Brand Communications and integrated marketing capability
• Strong understanding of PR, social, media, digital and consumer activation
• Membership/CRM and consumer journey understanding
• Strong consumer, cultural and commercial mindset
• Strong agency, stakeholder, project and budget management skills
• Ability to translate strategy into clear direction and high-quality execution
• Strong communication, presentation and influencing capabilities
• Ability to work at pace, manage complexity and prioritize across multiple workstreams
• REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:
• University degree in Marketing, Communications, Business or a related field
• Minimum 5 years’ relevant experience in Brand Communications, Integrated Marketing, Consumer Activation and/or Membership/CRM
• Experience in sports, fashion, lifestyle, retail or other consumer-focused industries preferred
• IT: Microsoft Outlook, Word, Excel, PowerPoint
• English: Fluent in all four skills (speaking, writing, reading, presenting)
• Local language: Proficient
