Snr Manager Brand Comms Lifestyle EM at adidas Group

Purpose & Overall Relevance for the Organization:

• Strategically drive the category activation across Emerging Markets, ensuring clusters are set up well in advance with clear, timely direction to deliver brand & category KPIs

Key Responsibilities:

• Define and drive the lifestyle category activation strategy for EM in line with global and cluster priorities, setting the overarching campaign activation framework and guidance that empowers clusters to execute best-in-class local strategies within brand guidelines.
• Provide strategic direction and orchestration across EM Brand Activation channel teams to ensure consistency, alignment, and excellence in campaign guidance for clusters —fully aligned to brand planning milestones (OTIF).
• Lead and support HUB channel teams in the creation of campaign channel-specific guidance and tools, acting as the central integrator to ensure alignment, cohesion, and consistency in strategy.
• Translate trends and insights into data-driven strategies for EM. Ensure visibility on emerging trends, cross-channel best practices, and market opportunities through strong strategic and commercial input, maintaining continuous alignment with Global, BU and key cluster counterparts.
• Represent the HUB Brand Activation function with Bus counterparts, ensuring business and product priorities are effectively embedded into communication and activation strategies across EM.
• Act as the main point of contact for global brand marketing teams (incl. comms, social, PR, retail, digital, etc.), ensuring their priorities are successfully landed across EM while applying a strong local lens to maximize relevance and impact for consumers.
• Identify and leverage campaign and activation insights and success drivers to shape learning agendas and inform future strategies and frameworks.
• Consolidate and elevate country and cluster Communications requirements, translating them into clear, strategic feedback and briefs for Global Comms teams.
• Drive excellence across EM HUB clusters by ensuring alignment with strategic priorities, brand direction, and creative standards.
• Champion cluster success by proactively supporting and enabling teams throughout key planning and execution milestones, removing barriers and ensuring optimal delivery.
• Act as a central point of coordination for BA team across key GTM milestones (e.g., THO, SMM, GTMSO, Global playbacks), driving alignment, clarity, and effective execution across stakeholders.
• Partner closely with senior leadership (EM Comms Director, EM BAD, and wider leadership team) to shape MAEX planning and broader strategic priorities for the region.

KPI’s:

• Full funnel metrics
• NPS
• Category Sell-In & Sell-out
• Category Market Shares
• Category NS, Net Margin and Contribution across EM
• Achievement of key Moonshot 2.0 Initiatives

Key Relationships:

• EM Brand Management
• EM Media
• EM CRM, DA and Membership
• EM Omni
• EM EIM
• EM BU
• EM Newsroom
• Cluster Country BA
• Country EIM
• Global Brand Communication

Knowledge, Skills and Abilities:

• Ability to adapt & implement global brand/category strategy across EM
• Presentation/communication, negotiation and influencing skills, especially with senior stakeholders within a global matrix organization.
• Brand communication, newsroom and EIM knowledge
• Cross-functional and stakeholder management experience
• Industry knowledge, across divisions—footwear, apparel and accessories.
• Understanding of EM consumers, accounts, economic environment, and commercial needs
• Ability to excel in a matrix organisation

Requisite Education and Experience / Minimum Qualifications:

• 8-10 years of experience in marketing required. Regional experience preferred.
• University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
• Sporting goods industry and/or agency experience required
• Fluent in English
• Business Acumen
• Strong Computer Skills including Outlook, Word, Excel (Pivot), Powerpoint, etc.