Omnichannel Activation VM Execution at adidas Group

Purpose of the Role

• This role is responsible for elevating the consumer experience and end-to-end journey across key adidas touchpoints, ensuring the seamless and consistent execution of Global Visual Merchandising (VM) standards.
• It brings the adidas brand to life in-store by translating global campaign priorities into impactful, engaging, and commercially effective retail experiences.
• With a strong creative mindset and a keen attention to detail, the role ensures that every execution reflects the highest standards of brand presentation, clearly communicates key messages, and drives consumer connection. 
• By blending creativity with operational excellence, the role plays a critical part in enhancing brand perception, maximizing in-store engagement, and ultimately contributing to business performance. 

Key Responsibilities 

• Implement and maintain global and regional visual merchandising standards across all store formats 
• Execute seasonal campaigns and key product stories in line with the marketing calendar 
• Deliver impactful in-store storytelling through windows, mannequins, graphics, and layouts 

Drive both: 

• Macro VM: Store layouts and customer flow 
• Micro VM: Product placement, styling, and detailing 
• Conduct regular store visits across own retail stores 
• Ensure all stores meet brand standards and deliver a premium customer experience 
• Identify gaps and implement corrective actions to improve execution consistency 
• Use performance data (sales, KPIs, category reports) to inform VM decisions 
• Analyse store performance and recommend actions to improve sell-through 
• Align visual merchandising with commercial priorities and business goals 
• Train store teams, store managers, and VM Champions on VM standards and execution 

Collaborate closely with:

• Retail Operations 
• Sales teams 
• Build strong relationships to drive alignment and execution excellence 
• Stay up to date with competitor activity and fashion trends 
• Provide insights and recommend locally relevant VM adaptations where needed 
• Support continuous improvement of in-store execution 
• Support POS (Point of Sale) planning and distribution 
• Ensure execution of campaign launches to a high standard and on time 
• Work within budget and operational constraints 
• Visual Merchandising Team (EM South) 
• Retail Teams (Store Managers & Store Teams) 
• District Managers & Operations Leadership 
• Wholesale Customers & Sales Teams 
• Strong creative eye and passion for retail presentation 
• Solid understanding of global visual merchandising standards 
• Commercial mindset with ability to interpret sales and performance data 
• Excellent attention to detail and organisational skills 
• Strong communication and interpersonal skills 
• Ability to influence and train stakeholders 
• Proficient in Microsoft Office (Excel, PowerPoint, Outlook) 

Requirements 

• Minimum 5 years’ experience in visual merchandising (fashion/sports retail preferred) 
• Retail Management/Marketing Qualification advantageous 
• Valid driver’s licence 
• Willingness to travel