Purpose & Overall Relevance for the Organisation
Lead the effective and efficient activation of the Originals, Basketball, and Partnerships categories across the country/cluster, translating global brand direction into locally relevant Reason to Buy campaigns and key concepts in close alignment with Global Brand Activation and Business Unit teams.
Key Responsibilities
- Develop and manage the local brand marketing plan and activation calendar, integrating country commercial priorities and consumer insights.
- Lead local content development from briefing through production, securing alignment and approvals from Global Brand Activation and Business Unit teams as required.
- Develop strategic briefs and oversee the production of category-relevant key account and retail activations.
- Partner with Media Activation to define the media strategy and ensure integrated, effective campaign execution.
- Execute the MWB plan in line with the Brand Marketing Plan (BMP), ensuring timely delivery, budget discipline, and compliance with brand standards.
- Support local trade meetings by developing compelling, market-ready sell-in tools and materials.
- Drive Global-for-Local initiatives and collaborate with Business Units, Creation Center teams in Tokyo, Shanghai, and Germany, and Retail Marketing to deliver impactful activations in priority trading zones.
- Manage marketing inventory through ERP systems, optimizing stock levels and minimizing year-end inventory exposure.
Key Performance Indicators
- NPS (country, key city, key categories)
- Net Sales
- Full price sell through rate
- Compliance to MWB guidelines
- Monthly MWB accuracy vs. RFC
- LE ROMI
- Year-end Marketing Inventory level
- Agency performance management and annual evaluations
Key Relationships
- Country Planning & Media Activation, Culture Marketing, Retail Marketing, Digital Activation and Multi Business Activation
- Country Business Units: Originals, Basketball and Partnership
- Global Brand Activation and Business Unit Activation Expert
- External partners, agencies and partners
Knowledge, Skills and Abilities
- High degree of knowledge of the full marketing mix, including content creation, advertising, events, sponsorship, retail, PR and digital, with a major brand or retailer; sporting goods industry preferred.
- Ability to develop local marketing strategies following global guidelines.
- Marketing budget planning and management.
- Strong presentation skills for internal and external stakeholders.
- Advanced user of MS Office.
- Experience in both market and regional marketing organizations preferred.
- Copywriting skills are a plus.
- Fluent in English.
- Fluent in Korean preferred.
Education and Experience
- University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing.
- At least 7 years’ experience in relevant marketing fields.
- Sales and/or Marketing experience.
Our Culture
At adidas, we have a winning culture. We foster the athlete’s mindset through courage, ownership, innovation, teamplay, integrity and respect.
adidas is committed to embedding diversity, equity and inclusion into its culture and talent processes to foster belonging and reflect the diversity of its consumers and communities.