Manager Brand Communications Running & Outdoor - EM South at adidas Group

Purpose & Overall Relevance for the Organization

• Guided by the Global and EM strategy for Running and outdoor develop an EM South brand communication strategy that is consistent with the Global strategy and addresses local nuances and priorities. Ensure consistent deployment of strategy throughout EM South, delivering on all relevant Running brand and community KPIs.

Key Responsibilities:

• Work closely with the Global team, EM Hub team and Supervisor to develop and drive an integrated brand strategy for Running category
• Plan and drive the execution of the local Running Brand Activation calendar. Ensuring this calendar is focused on key brand priorities and drives local market initiatives where relevant
• Manage EM South Communities, according to global/ EM direction, including budget allocation, contracts, relationships, and activation executions
• Develop brand communication strategies for local properties/events sponsored by adidas and adidas athletes ensuring we drive our brand association at every relevant moment with the aim to grow both ‘brands’
• Manage Running Marketing Working Budget (MWB) across EM South in alignment with Supervisor 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.
• Conduct relevant Consumer/Market research studies using insights to motivate and inform decisions
• Drive EM South Running Brand KPIs through the deployment of brand strategy and monitor Brand Health via tracking studies.
• Provide a clear vision and direction to direct & indirect teams with relevant objectives and KPIs (specifically PR & Sports Marketing counterparts to leverage our partners and gain media exposure & credibility)
• Work closely with Sports Marketing manager to incorporate Running partners into key brand moments
• Other duties as assigned by supervisor

KPI’s:

• Category Net Sales and Margin
• Market Share of category
• Full Price Sell Through
• Brand Sentiment
• Media and PR performance KPI’s

Key Relationships:

• Marketing team
• EM Hub Brand Activation team (Global team: project dependent)
• Channels EM South
• External Agencies
• Contracted partners

Knowledge, Skills and Abilities:

• Significant knowledge of the brand communication marketing mix (media, events, sponsorship, retail, PR) with a major global brand or retailer (sporting goods/ lifestyle industry preferred)
• Deep understanding of local Running landscape, brand landscape and youth culture
• Strong leadership skills- experience in influencing a diverse team and working in a complex matrix environment.
• Experience managing external agencies and partners.
• 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 Marketing
• 7-10 years brand marketing experience
• 360° Brand Campaign Leadership: Proven experience leading and executing integrated brand campaigns from strategy to delivery, across activations, digital, media, retail and consumer touchpoints.
• Strong full-funnel marketing expertise with the ability to drive impactful brand experiences and business outcomes.