Manager Brand Activation Planning SEA

Purpose & overall relevance for the organisation

Enhance adidas's brand presence by leading brand planning and refining the marketing investment framework in alignment with the strategic vision. Maintain consistent standards through methodical campaign planning and deployment, serving as a primary reference for calendar coordination, financial planning, and storytelling.

Key responsibilities

Annual planning: Go To Market & Marketing Investment

• Direct comprehensive multi-year MAEX planning across all channels, aligning with SEA strategic objectives.
• Collaborate with finance and brand teams to develop the MAEX plan and meet annual KPIs.
• Supervise in-season MAEX adjustments, maintain forecast alignment, and brief upper management.
• Lead MAEX allocation recommendations and oversee operational flow, content deliverables, milestone reports, and review-meeting preparation.
• Communicate MAEX plan progress and results clearly.

Omnichannel calendar planning & communications architecture

• Lead creation of the annual One SEA Brand Calendar Framework and refine the Brand Communications Architecture.
• Align seasonal calendars with BU and category plans, brand objectives, and market needs.
• Use BU strategy insights to develop cross-category calendars and establish a unified reference for BU and category engagements.
• Communicate calendar adjustments and campaign shifts to stakeholders.
• Lead coherent campaign planning across all country clusters.

Brand operations

• Define and ensure high-quality campaign planning processes for local and global brand presence.
• Champion alignment across BU, Activation, Newsroom, Omni, Digital, PR, Brand Partners, and other relevant teams.
• Direct campaign planning milestones across country clusters.
• Standardize pre-season and in-season planning through milestone management, platform and tool adoption, and end-to-end process improvements.
• Implement streamlined ways of working by analyzing workflows and identifying opportunities for greater efficiency.

Key relationships

SEA Cluster, Cluster Brand, Cluster Finance, SEA Countries, Country Brand, and Country Finance.

Knowledge, skills and abilities

• Analytical mindset with the ability to translate analysis into insights-driven presentations for senior leadership.
• Familiarity with brand investment concepts and financial reporting.
• Strong communication and stakeholder management skills.
• Fluent in English.
• Advanced project management skills.
• Advanced Microsoft Office skills, especially Excel.

Education and experience

• University degree in business with a Marketing, Sales, or Finance focus, or equivalent professional experience.
• 5–8 years of relevant cross-functional experience, ideally in Marketing, Planning, Sales, or Finance.

adidas promotes an athlete's mindset through courage, ownership, innovation, teamplay, integrity, and respect, with a strong commitment to diversity, equity, and inclusion.