Senior Specialist Brand Activation - EM South at adidas Group

PURPOSE AND OVERALL RELEVANCE FOR THE ORGANISATION

• Guided by the global adidas strategy for Training and Sportswear, develop EM South brand communication and category partner plans that address local nuances and priorities with a particular emphasis on growing adidas presence with women in sport.
• Ensure consistent deployment of strategy throughout EM South, delivering on all relevant training and Women’s KPIs.

KEY RESPONSIBILITIES 

• Work closely with the Global team, EM Hub team and line manager to develop and deliver an integrated brand strategy for Training category.
• Manage the local marketing mix (including PR) and allocate MAEX budgets with regards to Training and Sportswear initiatives locally in EMS.
• Plan and drive the execution of the local Training & Sportswear Brand Activation calendar. Ensure approach synthesizes key brand priorities with resonant local market initiatives.
• Manage and evolve partner portfolio with Training/Women’s in alignment with Senior Spoma Manager.
• Develop brand communication strategies for local properties/events sponsored by adidas and adidas athletes ensuring enhanced brand association at every relevant moment.
• Ensure vigilant pre- and post ROI analysis of all MWB spending and related reach seeking to deliver maximum impact.
• Seek to conduct relevant Consumer/Market research initiatives using insights to motivate and inform decisions.
• Provide a clear vision and direction to direct & indirect teams with relevant objectives and KPIs (specifically PR & SpoMa counterparts to leverage our partners and gain media exposure & credibility)
• Work closely with Senior SpoMa manager to manage Training and Sportswear partners into key brand moments.

KPI’s

• Category Net Sales and Margin
• Market Share of category
• Market Share of Women’s (particularly in Sports categories)
• Full Price Sell Through
• Brand Sentiment
• Media and PR performance KPI’s
• Social media sentiment

KEY RELATIONSHIPS 

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

KNOWLEDGE, SKILLS AND ABILITIES

• Experience of the brand communication marketing mix (media, events, sponsorship, retail, PR) with a major global brand or retailer (sporting goods/ lifestyle industry preferred)
• Understanding of local Training and Sportswear landscape, brand landscape and youth culture
• Experience working external agencies and partners.
• Marketing budget management
• Competent user of MS Office suite of products
• Experience in both market and above market organization preferred

REQUISITE EDUCATION AND EXPERIENCE/ MINIMUM QUALIFICATIONS

• 3 - 4 years relevant professional marketing experience 
• University degree in marketing and or sales 
• Thorough understanding of advertising agencies
• Proven record of working with brand partners and ambassadors
• Fluent in English