Purpose & Overall Relevance for the Organization
Support and manage projects and key initiatives to generate market, consumer, competitor and trends insights for Greater China.
Key Responsibilities
Planning
- Develop the annual plan for marketing research projects based on the adidas marketing plan.
- Communicate with the marketing team to understand research needs.
- Fine-tune the research plan to better support Sport Performance products and marketing activities.
- Update the plan quarterly.
- Plan other research and consulting projects based on the strategic direction from management.
Management
- Manage consulting and research projects to build, protect and anchor the adidas brand, and support strategy development.
- Design, track and evaluate projects including brand image and competency tracking, consumer satisfaction, marketing intelligence, product launch tests, and consumer market size and market share research.
- Communicate with agencies and ensure smooth and efficient project implementation.
- Coordinate launches of relevant projects with related departments.
- Maintain and coordinate processes with related departments and ensure timely communication around project scope and deliverables.
- Evaluate projects and develop action plans to improve planning or implementation.
Financial
- Design consulting and research working budget proposals.
- Maximize use of the budget.
- Ensure appropriate and ethical use of the budget.
- Provide accurate, timely and properly formatted financial information required by the Finance Department.
Systems and Processes
- Design consulting and research working budget proposals.
- Maximize use of the budget.
- Ensure appropriate and ethical use of the budget.
- Provide accurate, timely and properly formatted financial information required by the Finance Department.
Other
Perform other job-related work assigned by the leader.
Key Performance Indicators
- Quality of market and competitor data reporting.
- Quality of data analysis.
- Quality of consumer and strategic input.
- Overall business impact.
- Staying within budget.
Key Relationships
Greater China stakeholders include the Senior Management Team, business units, CTC, Brand Communications, EIM, Sports Marketing, Creation Centre Asia, Strategic Planning and PMO. Global stakeholders include the Global Trends Working Group, Global Consumer Insights and Brand Strategy.
Competencies
- Managing business processes and projects.
- Managing relationships and diversity.
- Providing a framework for performance.
- Result orientation.
- Influencing others.
- Planning and organizing.
- Strategic thinking.
- Very high level of integrity.
- Data analysis, planning, communication, relationship management and empathy skills.
- Basic sales skills and customer service knowledge.
- Customer service orientation focused on user needs.
Requisite Education and Experience / Minimum Qualifications
- At least 3 years of proven marketing research experience at a research firm.
- Experience with a market research firm or brand company focused on sportswear, apparel or FMCG.
- Exposure to research, sports, marketing and trade marketing.
- Bachelor's degree in a business-related discipline.
- Basic Outlook skills and advanced Word, Excel and PowerPoint skills.
- Fluency in English and Mandarin, written and spoken; native Mandarin Chinese preferred.
Company Culture
adidas fosters an athlete's mindset through courage, ownership, innovation, teamplay, integrity and respect. The company emphasizes diversity, equity and inclusion and aims to build a culture of belonging.