Senior Manager Culture Marketing

Purpose & Overall Relevance for the Organisation

Lead the planning and execution of culture marketing partner management and activation ranging from celebrities, artists and fashion designers within Japan, contributing to the growth of the lifestyle business.

Key Responsibilities

• Own the overall Culture Marketing portfolio strategy based on local brand priorities and provide supervision.
• Define partner portfolios across fashion designers, musicians and celebrities aligned with brand priorities.
• Lead endorsement contract negotiation and sealing for all Culture Marketing partners.
• Manage contract governance, including CAF, AMS and compliance.
• Act as the point of contact for global EIM for global talent activations within Japan.
• Ensure alignment between global initiatives and local execution.
• Lead fashion and designer network development and partnership management.
• Drive a high-impact collaboration pipeline with CCT for product creation.
• Own Culture Marketing MaEx, OPEX, showroom operations and team management.
• Contribute strategically to global and local brand campaigns and activations by defining celebrity and influencer partners and managing relationships from negotiation through activation.
• Lead talent sourcing, negotiation and contracting for key artists, designers and cultural collaborators.
• Ensure the team and market follow global operational practices, including CAF procedures and AMS maintenance.
• Create and execute partner activation plans and maintain the Partner Activation Tool.
• Research and prepare presentations and documents for internal and external stakeholders.
• Build relationships within Japan’s entertainment, streetwear, art and fashion circles.
• Collaborate with Japan cross-functional teams across Brand Activation, Brand Communications, Product Marketing, Sales, Business Units and global EIM.
• Manage, train and develop team members while fostering a high-performance culture.
• Oversee logistics and product ordering for the Culture Marketing showroom, including forecasting, ordering, product knowledge and premium presentation.
• Maintain brand recognition and visibility through strategic product placement, events and entertainment integration platforms.
• Establish a performance culture, engage team members and develop high-potential talent for succession planning.

Knowledge, Skills and Abilities

• Strong knowledge of the art, designer, fashion, style and entertainment industries.
• Creative thinking, problem-solving, negotiation, networking and interpersonal skills.
• Strong project management, communication, presentation, organizational and time-management skills.
• Proficiency in Word, Excel, PowerPoint and Outlook.
• Ability to make sound business decisions and manage tight deadlines.
• Willingness to work unconventional hours and travel globally on a regular basis.

Required Education and Experience

• Four-year college or university degree in marketing, advertising or a related field.
• Eight to ten years of marketing experience in sports, entertainment or brand marketing.
• Proven growth, development and success across various functions and activities.
• Experience working with key markets or regions; a network among fashion designers and creative directors is a plus.
• Business-level English and fluent Japanese.

Company Culture

adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity and respect. The company emphasizes diversity, equity and inclusion to create belonging and connect authentically with consumers and communities.