Purpose & Overall Relevance for the Organization
The mission of the role is to build the adidas brand as the best sports style brand (adidas Originals) in China by communicating adidas Originals' commitment to creativity, self-expression, and street culture, reinforcing its position as a leading lifestyle brand.
The role shapes brand image and enhances brand reputation through strategic communications initiatives that resonate with target audiences, particularly younger consumers. It drives key franchise and commercial success through consumer insights, creativity, asset creation, and community building, while maximizing integration with other elements of the marketing mix and serving as a key brand guardian.
Key Responsibilities
Campaign Planning and Execution
- Plan and drive campaigns that promote key brand messages in alignment with adidas Originals' innovative and inspirational vision.
- Create comprehensive action plans for brand communications projects, ensuring timely execution and maximizing product exposure.
- Work with local agencies and internal cross-functional partners on campaign deliverables, campaign-related inquiries, and overall plans.
Build Brand Health, Presence & Impact
- Drive healthy and sustainable brand success by balancing short-term success with long-term vision and strategies.
- Facilitate communication between global teams and local markets to tailor strategies for regional audiences.
- Coordinate with cross-functional teams to align initiatives with broader marketing objectives and brand guidelines.
Performance Tracking
- Establish, communicate, and track campaign KPIs to assess effectiveness and impact.
- Evaluate campaign performance regularly, using insights to refine strategies and improve future initiatives.
- Prepare detailed reports summarizing results and providing actionable recommendations to stakeholders.
KPIs
- On-time campaign launches.
- Quality of recommended and executed initiatives that maximize brand and product exposure at industry-leading standards.
- Improvement in brand health KPIs.
- Integration of ideas with other disciplines.
- Delivery on initiatives identified by senior management.
- Sell-through target for the related category.
Key Relationships
Category Management, Brand Communication, Retail Marketing, Regional/HK and Taiwan, Sports Marketing, EIM, and Global Brand Communication teams.
Knowledge, Skills and Abilities
- Ability to influence and have an impact across multiple countries in a matrix reporting structure.
- Superior communication and strong writing skills.
- Excellent interpersonal and partnering abilities.
- Positive, can-do attitude, energy, and stamina.
- Interest in sports.
- Ability to balance multiple priorities across different countries.
- Fluency in English and Chinese.
Requisite Education and Experience
- University degree in marketing, communications, or a related subject.
- At least five years of experience, including media relations, event organization, and brand communications.
- Experience in both strategic and tactical communications.
- Strong regional experience across different cultures; international experience is preferred.
- Strong media and community network.
- Experience with a teen brand or consumer products industry is desired.
About adidas
At adidas, employees are encouraged to demonstrate courage, ownership, innovation, teamplay, integrity, and respect. The company emphasizes diversity, equity, and inclusion as part of its culture and talent processes.