About this role
KEY RESPONSIBILITIES: 1. BRAND COMMUNICATIONS STRATEGY & INTEGRATED PLANNING Lead the development of the local Brand Communications strategy and annual plan, translating Global/Regional Brand direction and business priorities into a clear local communications agenda Continuously monitor consumer, cultural, category and competitor trends, and translate relevant insights into strategic Brand and campaign opportunities. Leverage consumer, campaign, channel and business performance data to inform planning, investment priorities and optimization Develop campaign strategies based on consumer and business insights, defining clear objectives, target consumers, key messages and channel roles Define the integrated consumer journey across key Brand and category campaigns Lead the development and localization of locally relevant campaigns, content and storytelling across PR, social, media, influencer/KOL and experiential touchpoints Establish campaign KPIs, evaluate performance and translate learnings into future strategy and planning 2. CHANNEL / RETAIL INTEGRATION & DIGITAL ACTIVATION Set the overall Brand Communications direction across channel/retail and digital touchpoints, ensuring alignment with Brand and business priorities Ensure Channel/Retail Activation is integrated into the overall campaign strategy and consumer journey, in close collaboration with the functional owner and relevant commercial teams Define local digital activation priorities across website, mobile app, CRM, eCommerce, paid media and other relevant digital touchpoints Partner with regional Digital, CRM, Media and eCommerce teams to ensure integrated and timely campaign delivery Use campaign and consumer performance insights to optimize channel integration and digital activation 3. PARTNER ACTIVATION Lead consumer-facing activation strategies for relevant Brand and Sports Marketing partnerships Translate partnership rights, assets and access into integrated campaigns, content, events, retail and consumer experiences Collaborate closely with Sports Marketing and other partnership owners to maximize partner stories and assets across relevant consumer touchpoints Ensure partner activations are integrated into the broader Brand Communications calendar and support Brand/category priorities 4. MEMBERSHIP STRATEGY & ACTIVATION Lead the local Membership strategy and annual activation roadmap in alignment with regional Membership priorities and country Brand and commercial objectives Define the role of adiClub across key Brand campaigns, product launches, retail moments and consumer experiences Drive member acquisition, engagement and retention through integrated Retail, Digital, CRM and experiential activations Lead key Membership moments including adiClub Days, exclusive access, raffles and money-can’t-buy experiences Own the end-to-end member journey across Retail, eCommerce, CRM, Digital and Brand Activation touchpoints Track Membership performance and translate member and campaign insights into actionable improvements 5. AGENCY, BUDGET & GOVERNANCE Lead strategic briefing and management of creative, PR, social, media and activation agencies, ensuring clear direction, deliverables and quality standards Own and manage Brand Communications and Membership budgets, ensuring disciplined investment, accurate tracking and effective utilization of resources Ensure activities comply with adidas Global/Regional Brand guidelines, internal governance and relevant local legal requirements Lead campaign and project post-evaluation, consolidating key learnings and recommendations for future planning 6. CROSS-FUNCTIONAL & STAKEHOLDER MANAGEMENT Act as a key Brand Communications and Membership interface across relevant local, regional and global stakeholders Partner closely with GTM, Sports Marketing, Retail, Wholesale, eCommerce, Visual Merchandising, Digital, CRM, Finance, Legal and other relevant functions Drive alignment on Brand Communications and Membership priorities, key milestones, responsibilities and execution requirements. Provide Brand Communications and Membership expertise and consumer insights into relevant Brand and business planning processes. KEY RELATIONSHIPS: Local: Go To Market, Sports Marketing, Visual Merchandising, Digital, Customer Service, Sales, Finance, Supply Chain Global/Regional: Brand Activations, Membership, Digital Consumer Experience, Brand Partners, Legal/IP External: Brand/Marketing Partners, Agencies/Vendors, Media/Influencers/KOLs, Retail Partners/Customers KNOWLEDGE, SKILLS AND ABILITIES: Strong strategic Brand Communications and integrated marketing capability Strong understanding of PR, social, media, digital and consumer activation Membership/CRM and consumer journey understanding Strong consumer, cultural and commercial mindset Strong agency, stakeholder, project and budget management skills Ability to translate strategy into clear direction and high-quality execution Strong communication, presentation and influencing capabilities Ability to work at pace, manage complexity and prioritize across multiple workstreams REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS: University degree in Marketing, Communications, Business or a related field Minimum 5 years’ relevant experience in Brand Communications, Integrated Marketing, Consumer Activation and/or Membership/CRM Experience in sports, fashion, lifestyle, retail or other consumer-focused industries preferred IT: Microsoft Outlook, Word, Excel, PowerPoint English: Fluent in all four skills (speaking, writing, reading, presenting) Local language: Proficient