About this role
<p><strong>PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION</strong></p> <p>This role ensures adidas delivers best‑in‑class activations at the lower funnel, converting consumer engagement into purchase, loyalty, and measurable business growth across all channels.</p> <p><strong>KEY RESPONSIBILITIES</strong></p> <p><strong><u>Campaign & Activation Management</u></strong></p> <ul> <li>Execute integrated campaigns and activations across Own Retail, Franchise, Wholesale, and eCommerce channels in line with Global/SEA retail marketing guidelines.</li> <li>Identify key campaigns, product launches, and local events to drive consumer engagement and commercial KPIs.</li> <li>Plan and deliver in-store activations and promotions aligned with the brand calendar and commercial needs.</li> <li>Integrate digital and offline experiences, leveraging <strong>adiclub membership</strong>, hyperlocal storytelling, and eCommerce-specific content.</li> </ul> <p><strong><u>eCommerce & Digital Engagement</u></strong></p> <ul> <li>Support the eCommerce channel by creating locally relevant stories and moments, supplementing the SEA hub team’s execution.</li> <li>Develop online-first activations and digital campaigns that enhance traffic, conversion, and consumer loyalty.</li> <li>Ensure seamless synergy between physical retail and online platforms, optimizing omnichannel consumer journeys.</li> <li>Monitor and report on eCommerce activation performance, including traffic drivers, conversion metrics, and digital engagement KPIs.</li> </ul> <p><strong><u>Partnerships & Consumer Experience</u></strong></p> <ul> <li>Build strong relationships with mall partners to secure prime advertising and event placements that boost store traffic.</li> <li>Lead and continuously improve consumer experience initiatives (e.g., Made For You) to achieve retail and brand KPIs.</li> <li>Manage ad hoc projects aimed at enhancing both in-store and online shopping experiences.</li> </ul> <p><strong><u>Budget & Resource Management</u></strong></p> <ul> <li>Manage and report Marketing Working Budget (MWB) and Sales Working Budget (SWB) to ensure cost-effective planning and impactful brand presentation.</li> <li>Work with wholesale teams to optimize budget allocation for better brand visibility and conversion.</li> <li>Brief and manage agencies to ensure seamless campaign development, production, and installation.</li> </ul> <p><strong><u>Reporting & Insights</u></strong></p> <ul> <li>Deliver comprehensive reporting, including post-campaign analyses and monthly activation reports with KPIs, retail trends, market insights, and competitor analysis.</li> <li>Provide actionable recommendations through Keep-Start-Stop analysis and continuous improvement frameworks.</li> <li>Track and evaluate both offline and online activation spending to maximize ROI</li> </ul> <p><strong>KPIs:</strong></p> <ul> <li>Retail Performance: Net Sales, Conversion, and Traffic vs. benchmarks</li> <li>Activation Excellence: Brand and commercial activations delivered on time and in full</li> <li>Omnichannel Experience: Seamless consumer journey across Own Retail, Franchise, and eCommerce</li> <li>Membership & Engagement: adiclub and CE Spaces (MFY) contribution to store/channel sales</li> <li>Budget Management: Effective management of MWB and SWB in line with plan</li> <li>Incremental Growth: Sales and traffic uplift compared to benchmark number</li> </ul> <p><strong>KNOWLEDGE, SKILLS AND ABILITIES:</strong></p> <ul> <li>Analytical & Data-Driven</li> <li>Project & Campaign Management</li> <li>Digital & Omnichannel Fluency</li> <li>Consumer-Centric Mindset:</li> <li>Financial & Budget Discipline</li> <li>Communication & Collaboration</li> </ul> <p><strong>KEY RELATIONSHIPS:</strong></p> <ul> <li>Cluster Teams: Brand Communication, Digital Activation, Membership, CTC, eCom Digital Consumer Experience</li> <li>Country Teams: Category Leads, Channel Teams (eCom, Own Retail, Franchise, Wholesale), Brand Communications, Visual Merchandising, Brand Partners Lead</li> </ul> <p><strong>EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:</strong></p> <ul> <li>Bachelor’s degree in Marketing, Business, Communications, or related field (Master’s a plus)</li> <li>5+ years’ experience in retail marketing, brand activation, or eCommerce/digital consumer experience</li> <li>Proven success in multi-channel campaign execution and project management</li> <li>Strong digital and omnichannel expertise, integrating offline and online consumer journeys</li> <li>Demonstrated ability in budget management, data analysis, and driving measurable ROI</li> </ul>