Purpose & overall relevance for the organization
The Sr Specialist Digital Content & Publishing is responsible for translating brand, category and commercial priorities into locally relevant and platform-optimized digital experiences across adidas owned digital platforms, including adidas.com, adidas App and CONFIRMED App. This role supports the planning and execution of digital activation and content across key campaigns, product launches, membership moments and commercial opportunities, ensuring content is delivered with quality, consistency and timeliness.
The role focuses on key categories including Originals, Motorsports and Basketball, while also supporting cross-category and market-level digital priorities as needed. As a digital content expert, the Sr Specialist identifies local market opportunities, content gaps and emerging Korean consumer trends, and helps drive more relevant, agile and effective digital content execution.
Key responsibilities
Digital activation planning & calendar management: Lead and execute digital activation plans across adidas.com, adidas App and CONFIRMED App based on Korea’s brand, category and business priorities. Manage the Digital Activation Calendar in alignment with seasonal campaigns, product launches, membership moments, commercial priorities and platform-specific opportunities. Translate priorities into activation plans, content timelines, execution checklists and go-live requirements. Coordinate campaign go-live planning, content readiness, approvals and execution timelines.
Campaign & platform content execution: Manage end-to-end digital content execution for campaigns, product launches, collaborations, seasonal moments and commercial events. Coordinate with global, regional and local teams to secure assets, product information, copy, translations and approvals. Adapt and localize content for the Korean market and platform-specific needs, ensuring timely, accurate and optimized delivery.
Cross-category, horizontal & hyper-local content activation: Coordinate, create and execute cross-category and hyper-local digital content and experiences. Identify local content needs and develop approaches reflecting Korean consumer insights, cultural trends, city moments and platform behaviors. Work with creators, influencers, partners and agencies, and support cost-efficient production through agency management.
Brand digital demand & stakeholder management: Act as the go-to function for digital activation and content demand across Brand adidas. Prioritize requests from Brand Communication, Brand Unit, eCommerce, Membership and other stakeholders. Support content localization, translation, SEO, platform operations and consumer journey improvement while managing project status, risks, decisions and external partners.
Platform experience & performance optimization: Support optimization of digital consumer journeys, focusing on engagement, traffic, conversion and membership growth. Create, monitor and review campaign and content KPIs, use performance data to identify improvement opportunities, and share content best practices across digital touchpoints.
Innovation & scalable content production: Support agile, scalable and efficient content production. Explore tools and technologies including AI for localization, asset adaptation, product storytelling and production efficiency, and contribute to local best practices and pilot projects.
Qualifications
- Strong digital marketing background preferred.
- Strong analytical, problem-solving and project management skills.
- Ability to manage multiple stakeholders and external agency partners.
- Strong understanding of consumer journeys, digital platforms and content performance.
- Advanced user of Microsoft Office.
- Fluent in Korean and English.
- University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing.
- Five years of experience in relevant marketing fields; content creation or creative work preferred.
- Marketing and/or Sales experience.
- Experience in digital marketing, content publishing, eCommerce or platform activation preferred.
Key performance indicators
- Net sales
- Consumer engagement on owned digital platforms
- Owned digital platform growth
- Campaign and content performance
- Conversion-focused activation performance
- Quality and consistency of digital experience
- Content production efficiency
Company culture
adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity and respect. The company emphasizes diversity, equity and inclusion as part of its culture and talent processes.