Purpose & Overall Relevance for the Organization
Drive innovative retail concepts and pilot new consumer engagement experiences to elevate brand impact and differentiate adidas within the marketplace. Lead and steer the execution of the GCA/Global Brand Strategy locally through consistent deployment and development of GCA sign-off setup and retail marketing plans and toolkits across GCA country clusters, delivering against relevant Brand and Commercial KPIs. Drive business results through in-store consumer engagement programs and promotions with a brand-right approach, and elevate consumer experiences to be more consistent across all channels.
Key Responsibilities
- Collaborate with GCA CE, BUs, Brand Communications, MOPs, and CTC teams to ensure smooth and high-quality GCA sign-off setup twice a year.
- Develop retail marketing toolkits and guidelines based on the GCA annual retail marketing plan and seasonal ISC calendar.
- Work with country-cluster omni-channel retail marketing teams to translate marketing campaigns and ISC materials into retail execution guidelines.
- Manage and review budgets for campaign guideline creation and GCA sign-off setup.
- Facilitate internal and external communication of retail marketing plans.
- Analyze results from key retail marketing initiatives.
- Manage and maximize partnerships with key vendors, including Creation, Props, POP, and Retail Activation vendors.
- Resolve issues related to retail store development, in-store communication, and visual merchandising.
- Provide leadership for horizontal and vertical reports.
- Identify and leverage activation and community-building opportunities for the adidas brand.
- Support Retail activation programs in key store formats and brief agencies to obtain qualified proposals.
- Collaborate cross-functionally to align stakeholders on owned retail activation calendars and resources.
- Track sales performance after execution and perform related analytical work.
- Perform other job-related work assigned by the supervising manager.
Knowledge, Skills and Abilities
- Excellent verbal and written communication skills in English and Mandarin.
- Strategic mindset with strong executional abilities.
- Excellent presentation, leadership, and cross-functional management skills.
- Strong aesthetic and creative sense with the ability to balance aesthetics and business acumen.
- Ability to motivate, coach, and engage teams.
- Ability to plan, prioritize, and organize.
- Proactive attitude and ability to work under pressure.
- Advanced user of Microsoft Office products.
Requisite Education and Experience / Minimum Qualifications
- Minimum 5 years of experience in retail marketing planning or management with a leading consumer goods company.
- Experience executing large store activations and in-store communications is a plus.
- Extensive understanding of GCA retail business, retail implementation, and retail marketing.
- Knowledge of GCA sports and international sports, with an interest in participating in and learning about sports.
- University degree or above, preferably in marketing or communications.
- Passion for street fashion and sports.
Key Performance Indicators
- On-time, high-quality implementation of GCA sign-off.
- On-time, high-quality, and cost-effective deployment of in-store communication programs.
- Meeting GCA sales targets.
- NPS.
Company Culture
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.