At adidas, we have a clear purpose: “Through sport, we have the power to change lives.” This guiding principle shapes how we operate as a company, collaborate with partners, create products, and connect with consumers.
The Channel Activation Team acts as an internal agency that powers all points-of-sale channels—Retail, Franchise, and Wholesale—with compelling, consistent, and efficient activation tools and experiences.
As Senior Manager Omnichannel Activation, you will lead the team responsible for transforming brand and commercial strategies into impactful experiences across Retail, Franchise, Wholesale, and Digital channels. You will lead activation experts, drive alignment across multiple stakeholders, and ensure flawless execution across Brazil.
Key Responsibilities
- Partner with Marketplace Development, Regional Channel Activation, and local Visual Merchandising to drive seasonal and annual planning, briefing, and delivery of channel-relevant materials.
- Drive the adaptation, consistency, timely delivery, and execution of campaigns, activations, playbooks, in-store guidelines, and sell-in and in-season toolkits across physical and digital points of sale.
- Coordinate with Brand Communication, Category Managers, Membership, Digital Activation, and agencies to ensure brand alignment and quality across consumer touchpoints.
- Oversee the execution of new tools, spaces, and fixtures in collaboration with Visual Merchandising to support store openings.
- Lead campaign execution in line with local calendars, ensuring on-time, in-full delivery, brand standards, and continuous improvement.
- Support local teams in overcoming execution challenges and ensure Membership activations are delivered at points of sale.
- Standardize briefing and output processes, tools, timelines, frameworks, visibility, and training to build capability and alignment.
- Leverage the Omnichannel network to create efficiencies and share workloads.
- Ensure execution-related spending aligns with approved budgets and standardize metrics for evaluating activation quality and country performance.
- Adapt and develop local strategies to elevate consumer experience and brand presence across Retail, Franchise, and Wholesale channels.
Key Relationships
Local Retail, Franchise, and Wholesale teams; local and regional Omnichannel teams; Visual Merchandising; Brand Communication and Concept to Consumers teams; Store Development teams; Membership; and Digital Partner Commerce.
Requisite Experience, Knowledge and Skills
- Bachelor’s degree in Marketing, Business Administration, Communications, or a related field; MBA or postgraduate studies are a plus.
- 7+ years of experience in Omnichannel Activation, Trade Marketing, Brand Activation, Retail Marketing, Consumer Experience, or related commercial functions.
- Experience translating brand and business strategies into impactful activation plans and marketplace execution.
- Experience leading omnichannel initiatives across Retail, Wholesale, Digital, or Franchise environments.
- Strong stakeholder management and cross-functional influencing skills.
- Experience leading, coaching, and developing high-performing teams.
- Experience managing agencies and external partners for large-scale activations.
- Strong commercial acumen, analytical ability, and experience defining and interpreting KPIs.
- Ability to thrive in a fast-paced, highly matrixed environment.
- Professional proficiency in English.
Culture and Inclusion
adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity, and respect. The company is committed to diversity, equity, and inclusion and aims to build a culture where employees and consumers feel a sense of belonging.