Purpose & Overall Relevance for the Organization
In Southeast Asia, wholesale remains a critical growth and brand-building engine. As Manager, Wholesale Activation, you will set the SEA regional framework for wholesale partners, supporting country brand teams in bringing adidas brand and product stories to life in those channels through premium, consistent, consumer-led point-of-sale execution.
Key Responsibilities
Wholesale Activation Strategy (Sport & Specialty)
- Own the wholesale activation strategy aligned with Global, Emerging Markets, and Southeast Asia strategies.
- Translate seasonal brand, category, and franchise priorities into wholesale activation frameworks, KPIs, and budget plans.
- Balance global consistency with channel- and partner-specific relevance while maintaining brand and commercial impact.
Partner Activation & In-Store Frameworks
- Drive product storytelling and education, visual merchandising and point-of-sale execution, and consumer engagement moments and launches.
- Collaborate with partners to elevate adidas visibility while respecting retailer brand and environment standards.
- Drive consistent execution across stores, doors, and markets.
Channel & Category Collaboration
- Partner with wholesale commercial teams, Category Management, Brand, Sports Marketing, and go-to-market teams.
- Support key category and calendar moments and align activations with sell-in and sell-out strategies.
Planning, Budget & Timeline Management
- Oversee country wholesale activation calendars, milestones, and budgets for sport and specialty channels.
- Ensure timely delivery of activation assets and on-brand execution.
- Track spend, ensure compliance with brand and finance guidelines, and optimize investment effectiveness.
Performance Tracking & Effectiveness
- Monitor activation quality and impact through execution compliance, sell-out uplift, consumer engagement, and feedback.
- Conduct post-activation reviews and use insights to improve activation approaches and tools.
Knowledge, Skills & Experience
- 5–8 years of experience in Brand Activation, Wholesale Marketing, Retail Marketing, or Trade Marketing, ideally within sports or performance brands.
- Strong experience working with sport and specialty retail channels.
- Background in wholesale activation within a matrixed organization.
- Strong understanding of performance retail environments and consumer journeys.
- Excellent project management, execution, budget management, and analytical skills.
- Strong communication and collaboration skills with retail partners and country teams.
- Consumer-first, execution-focused, resilient, adaptive, proactive, and solution-oriented.
Company Culture
adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity, and respect. The company is committed to diversity, equity, and inclusion and to building an inclusive culture that reflects its consumers and communities.