Senior Manager Brand Activation - EM South at adidas Group

Job description

Area: Emerging Markets

Department: Marketing

Direct Reporting Line: Senior Director Marketing - EM South

Dotted Reporting Line: Relationship with Director Brand Activation - EM

GSMS Grade: M3

Number of Personnel Managed -Direct: 6

Purpose & Overall Relevance for the Organization

Steer the execution of the Global and EM Brand Strategy, ensuring consistent deployment throughout EM South, delivering on all relevant Brand KPIs with focus on NPS.

Key Responsibilities

• Plan and drive the execution of the EM South Omni-channel marketing activation calendar and drive local market initiatives where relevant
• Contribute to the planning of the EM Omni-channel Marketing activation calendar
• Discuss the MWB/SWB allocation across EM South with EM South Marketing Director and the BUs within Global and EM guidelines as part of the planning process.
• Ensure a cross department pre- and post ROI analysis of all MWB spending – max the return on all MWB investments!
• Magnify own retail and franchise by managing, coaching and steering the omni-channel marketing management team and close alignment with the BUs.
• Coordinate the effective implementation of EM Concept-to-Consumer and Sales Strategy & Excellence tools in activated sales channels across EM South, in line with the Omni-channel activation calendar.
• Distribute Global Wholesale Account Marketing tools to other Brand Activation functions within EM South
• Create, manage and execute tools to max. sell-out, such as Brand Coach Program
• Oversee and steer EM South Sports Marketing portfolio according to global direction, including budget allocation recommendations.
• Ensure a world class campaign execution by focusing on brand priorities, such as key city as well as key categories, open source and speed.
• Consult with Global Brand Management/ EM Brand Management on the creation of a Publishing strategy for EM South, including Newsrooms and execute the agreed strategy.
• Mange and drive Key City Attack Plans as well as Trade Zone Attack plans within EM South, ensuring consistent execution and delivery against Brand KPIs.
• Lead the Digital, Social and e-COM Manager to define the overall digital strategy of all categories in EM South, delivering innovative and leading executions according to the EM & Global guidelines and business objectives
• Drive focused PR activities in-line with Brand Priorities and as agreed on the EM South Omni-channel marketing activation calendar
• Lead CRM Manager and CRM efforts across the Market, including database growth and creation of a Market-relevant loyalty scheme in conjunction with EM and Global Brand Management.
• Brief Global Brand Management regarding any relevant consumer/Market research studies.
• Drive EM South Brand KPIs and monitor Brand Health via tracking studies.
• Provide input to EM Brand Management related to Market priorities where required to improve EM South Brand KPI performance.
• Provide a clear vision and direction to indirect teams with relevant objectives and KPIs.
• Establish a high performance culture and drive employee engagement, leading by example.
• Identify and develop high-potential talents (in and outside of the team), to fuel the team's succession plan.

Other duties as assigned by supervisor

• KPI’s
• Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)
• Market Share
• Market Sales vs Plan
• Market Direct Brand Contribution vs Plan
• D2C traffic and conversion

Key Relationships

• Senior Director Marketing - EM South
• Director Brand Activation - EM
• Category Director/Sr. Category Managers - EM South
• Sr. Marketing Operations Manager - EM South
• EM/Global Brand Management team
• EM/Global Concepts-to-Consumer team
• External Agencies

Knowledge, Skills And Abilities

• Significant knowledge of the full marketing mix (advertising, events, sponsorship, retail) with a major brand or retailer (sporting goods industry preferred)
• Leading and managing a diverse team (incl. remote management)
• Marketing budget Management
• Advanced user of MS Office suite of products
• Experience in both market and above market organization preferred

Requisite Education And Experience / Minimum Qualifications

• University degree in Business or a minimum of 8 years equivalent professional experience, ideally in Sales and/or Marketing
• Fluent in English