About this role
PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION Create and drive the global adidas Entertainment & Influencer Marketing (EIM) strategy. Broker and manage relationships with influencers as well as amplifiers who are able to drive brand image and purchase intent on a global and local level in product collaborations, advertising campaigns, events and activations. KEY RESPONSIBILITIES • Develop, drive and manage strategy for the Entertainment & Influencer Marketing portfolio on global and market level; manage strategy, outreach, and negotiations of all culture marketing talents and partners. • Set direction and action plan to secure next generation influencers for key brand priorities. • Drive seeding process for product launches; understand the need of each BU and be able to connect the right influencers with each BU strategy/consumer. • Ensure integration of key assets in all brand marketing campaigns; align and collaborate in the development of any product or marketing initiatives involving celebrities across the brand. • Manage the global Entertainment & Influencer Marketing teams by providing clear direction and communication that provides an understanding of the adidas business. • Understanding the product process and the brand marketing approach – leverage our assets for maximum effectiveness and make recommendations back to the business unit and functions on how Entertainment & Influencer Marketing can impact strategy. • Act as a day-to-day contact for our most important celebrities and influencers • Proactively work with external partners (agencies, agents) to align the adidas brand with key global influencers and identify opportunities that can be brought to various business units (BU) and functions. • Be the point-person and spokesperson for all culture marketing topics globally • Work across all BUs and functions of the Global Brand organization to champion a clear, next generation brand approach. • Provide Entertainment & Influencer Marketing guidance and guidelines to all markets and teams • Work with markets (those with and without an Entertainment & Influencer Marketing representatives) to define smooth, clear processes and ways of working. • Manage the global Entertainment & Influencer Marketing MWB budget. • Act as a role model in compliance with the relevant laws and regulations as well as the adidas Fair Play Code of Conduct and other internal policies. KEY RELATIONSHIPS • Legal • Business Unit GM s, SLT and Market MDs • Brand Communications Directors, and Brand Activation Managers • Corporate PR • External Creative Agencies and Partners KNOWLEDGE, SKILLS AND ABILITIES • Strong understanding of the entertainment industry, including Music, Film/TV, & Digital • Able to leverage existing and create new network connections within entertainment • Broad understanding of how all facets of marketing can affect consumer motivation • Ability to develop innovative strategies • Strong project management and planning skills • Strong consumer-facing abilities; the ability to partner and influence • Ability to succeed in ever-changing and complex organization with minimal daily direction Strategize, manage and allocate assigned budgets or cost center. • Manage multiple teams in broad functional areas and the key part of a department with multiple hierarchical levels. • Set clear objectives for direct reports and provide expertise in area. • Manage and lead a wide range of complex assignments with global responsibility. Drive Global projects as assigned. • Self-initiate assignments and determine priorities. • Additional special projects as assigned or agreed. REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS • Marketing degree or equivalent experience • 15+ years’ experience in marketing across brands /product/activation • 8+ years working with global markets, or in a top-tier adidas market • 8+ years management experience • 5+ years’ experience with entertainment industry, celebrity or influencer marketing AUTHORITIES: • Yes, as per Group Signing Authority levels . At adidas we offer a Hybrid work policy which requires attendance in the office Monday through Thursday, with the flexibility to work remotely on Friday each week. For work requiring a high degree of collaboration or an in-person presentation, in-office attendance is required even on Friday. The working location of this position is Los Angeles, California.