Specialist Media Activation at adidas Group

Primary:

• To ensure world class media management is developed, communicated, implemented, measured, and improved upon. This role has a full funnel focus.

Secondary:

• To help plan, buy and measure the best media campaigns contribute positively to brand equity and sales for the Emerging markets.

Role & Responsibilities:

• Coordinate and deliver an integrated media process across Brand, and Performance, ensuring alignment to the global media strategy.
• Work collaboratively with brand activation teams and category Business Units, as well as internal stakeholders to ensure best in class media campaign deliverables.
• Work with our media agency & local marketing teams to understand the nuances of their countries, media landscape and consumer.
• Support the management of the regional media agency relationship; to ensure the best quality output is delivered across media strategy, planning, buying, adops, measurement and partnerships.
• Lead the end-to-end media planning/OTIF process and ensure a proactive feedback loop on campaign learnings is delivered to influence future guidelines and toolkits.
• Ensure guidelines are understood and adhered to when reviewing media plans.
• Identify and drive media partnership strategy in EM with regional media/tech vendors; drive synergies within market/cluster/country to benefit brand perception and long-term sales. Lead agency integration of global partnerships and manage regional negotiations with the global framework.
• Support the implementation of best practices across all channels in alignment with adidas Global media standards. Stay up to speed on latest media trends and share broadly.
• Support the media agenda internally and push for media innovation, continuously developing integrated media campaigns that keep the consumer at the centre.
• Collaborate with measurement, finance and procurement to evaluate the effect of media activity on the brand & business.
• Measurement: support various measurement workstream including Share of Search, Brand Funnel & MMM, ensuring we deliver useful insights and support the company’s growth strategy.
• Lead special projects that require media attention, ensuring that media guidelines are applied.

KPIs:

• Brand KPIs including but not limited to reach, ad attention, ad recall, brand lift, Unaided brand awareness & consideration – contributing towards the improvement of brand equity
• Marketing Working Budget allocation and forecasting.
• Training/partnering cluster resources

Key Relationships:

• Global Media Team
• Global Digital Brand Commerce Team
• EM Commercial /Channel Partners
• Emerging Markets Brand/Category BUs
• Emerging Markets Newsroom
• Emerging Markets Digital Activation
• Emerging Markets Media Agency network
• Cluster teams across eCom, Finance, Sales, Legal, Consumer Insights & Consumer Analytics

Knowledge, Skills and Abilities:

• Bachelor’s degree required, with 3+ years relevant media marketing experience. (Agency or client side)
• Experience in forecasting, planning & managing large budgets split across multiple channels, markets and campaigns
• A deep understanding of audience management, analytics, reporting and optimization
• Ability to lead TTL marketing activity across multiple channels, markets, and languages.
• Coaching and development of teams (clusters and agency)
• Ability to effectively develop and maintain relationships with and manage 3rd party partners.
• Understanding of attribution modelling is valuable.
• Strong communication skills written & oral and ability to quickly build strong relationships.
• High attention to detail; strong analytical skills and excellent organizational & planning abilities
• Proficient in written & spoken English.