Manager Content Planning

This role supports the Director Content Planning in driving digital product content planning, product positioning definition, and cross-functional project leadership. The role leads project planning and governance for product content readiness based on launch calendars, managing milestones, dependencies, risks, sample and asset readiness, and translating market and consumer insights into clear product communication opportunities and selling points.

Key Responsibilities

• Project Planning & Launch Governance: Lead end-to-end project planning and governance for digital product content readiness, ensuring cross-functional alignment on scope, milestones, dependencies, deliverables, risks, and decision requirements.
• Own integrated project plans for digital product launches, covering material readiness, sample readiness, content development, asset delivery, and critical launch milestones.
• Drive cross-functional project execution by clarifying ownership, aligning priorities, managing dependencies, and ensuring visibility of progress, decisions, and delivery risks.
• Establish project governance mechanisms, including milestone reviews, status reporting, decision tracking, and escalation management.
• Identify timeline gaps, resource constraints, and delivery risks, and develop mitigation and recovery plans.
• Facilitate stakeholder alignment and timely decision-making, remove roadblocks, and drive follow-up actions through to closure.
• Improve project planning frameworks, workflows, and collaboration models.
• Digital Product Position Definition: Support digital product positioning through competitor research, on-site and off-site consumer data collection, social listening, and insight analysis.
• Collect and organize competitor product positioning, content materials, and performance data to support internal product communication planning.
• Work with cross-functional partners and data teams to analyze brand, consumer, category, on-site, and off-site data.
• Monitor product discussions and emerging trends across social platforms to identify consumer pain points, interest areas, and product communication angles.
• Translate market, consumer, and social insights into product selling points and communication inputs.
• Cross-Functional Project Leadership: Serve as project lead and central point of alignment across Digital Marketing, Buying, Trading, Product BU, and other partners.
• Partner with Buying to manage sample-readiness dependencies and ensure samples are available for content planning, shooting, and launch preparation.
• Partner with Product BU to translate product design thinking, key features, and selling points into digital content requirements and project inputs.

Key Relationships

Digital Excellence; Digital Business Planning & Analytics; Digital Commercial (Platforms); Digital Buying & Trading; Product BU.

Knowledge, Skills and Abilities

• Solid commercial and business acumen, with good product and consumer sense.
• Good understanding of online business.
• Understanding of consumer, market, and industry trends, with the ability to translate insights into actionable product plans.
• Strong project-management capability across multiple workstreams.
• Ability to establish structured project governance, drive decision-making, and influence cross-functional teams without direct authority.
• Effective communication, collaboration, and stakeholder-management skills.

Education and Experience

• Bachelor’s degree required.
• Minimum 5 years of work experience in digital marketing or content production.
• Fluent written and spoken English and Mandarin.

About adidas

Adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity, and respect, with a strong commitment to diversity, equity, and inclusion.