Manager Go-To-Market Lifestyle, SEA

Purpose

The Go-To-Market (GTM) Manager for Lifestyle is responsible for executing seasonal GTM plans in market, translating SEA category direction into locally relevant assortments, strong channel execution, and impactful consumer experiences that drive sustainable growth.

Key Responsibilities

1. Seasonal GTM Planning & Process Leadership: Own and orchestrate the full GTM calendar for the country, align milestones and cross-functional deliverables, translate SEA GTM direction into local plans, lead workshop readiness, and facilitate local GTM execution.
2. Assortment & Range Management: Partner with Category & Merchandising to localize assortments, lead product segmentation and distribution strategies, and support demand planning.
3. Commercial & Channel Readiness: Equip sales teams with seasonal product stories, segmentation briefs, and sell-in tools while collaborating with Key Account Managers and Retail Operations.
4. Cross-Functional Alignment: Connect Brand Activation, Merchandising, Sales, Retail, and Supply Chain teams around seasonal priorities, hero stories, channel focus, and commercial targets.
5. Consumer & Market Insights: Monitor competitor activity, pricing, consumer behavior, and channel trends to identify opportunities and provide actionable market feedback.
6. Performance Optimization: Lead post-season analysis of product performance, sell-through, distribution, and campaign effectiveness to improve future assortments and channel allocation.

Knowledge, Skills & Capabilities

• Strong understanding of local consumer trends, marketplace dynamics, and channel needs.
• Knowledge of assortment planning, product segmentation, and commercial execution across wholesale, retail, and digital channels.
• Strong analytical, stakeholder management, organizational, and project management skills.
• Proficiency in Microsoft Office, including Excel and PowerPoint, and familiarity with merchandising or BI tools.

Education & Experience Requirements

• Bachelor’s degree in Business, Marketing, Merchandising, or a related field.
• 5+ years of experience in GTM, Merchandising, Category Management, or Commercial roles, preferably in sportswear, fashion, FMCG, or retail.
• Experience working with cross-functional teams in a regional or global organization is a plus.

Company Culture

adidas promotes a winning culture built around courage, ownership, innovation, teamplay, integrity, respect, and diversity, equity, and inclusion.