Social Media, Assistant Manager

Purpose & Overall Relevance for the Organization:

The Newsroom position plays a pivotal role in shaping and implementing social media and partner content strategy for adidas SEA. As the creative engine and most trend-savvy pillar of the brand activation team, this role stays abreast of the latest social media trends to drive inspiring, engaging and empowering Instagram and Tiktok native content, leading to seamless consumer experiences within the adidas ecosystem.

With a social-first mentality, this role welcomes ambitious individuals who move and think fast, never fails to have a mobile phone on hand and have the ability to create on-the-go.

Key Responsibilities:

• Orchestrate end-to-end, bespoke social and partner publishing strategy for SEA in tandem with key Go-To-Market milestones including EM/SEA seasonal handovers and SEA country/clusters playback
• Lead social/partner content calendar management for SEA based on Global/EM social priorities, with a focus on key SEA brand objectives & local market nuances where relevant

• Establish consistent and strong SEA presence on Global social channels to support Global social strategy and strengthen SEA's foothold in the Global sport and cultural scene

• Distill, adapt and localize in-season Global partner publishing briefs to cater to SEA needs; ensuring partner social channels land brand campaigns/new product launches with strong consumer resonance in a timely manner, meeting key reach and engagement metrics

• Work in close collaboration with SEA countries to leverage and amplify SEA local sporting and cultural moments with adidas local atheltes/partners through pre-active and reactive content strategy creation and implementation
• Provide SEA countries guidance and feedback on creative and content proposals to ensure strict adherence to Global brand guidelines while incorporating local cultural nuances
• Build strong working relationships with cross-functional teams including Sports Marketing, Digital Activation, Membership and Brand Communications to ensure full alignment and seamless integration between social strategy/priorities and overall SEA brand direction
• Assist in MaEX management to drive social-first test & learn opportunities on the assigned platform where relevant
• Analyze key campaign performance using agreed content KPIs and provide insights to support a consistent learning loop
• Contribute to thought leadership and effectively communicate the role of SEA social and partner social channels to key stakeholders and business leaders
• Stay on top of latest industry/social media trends and competitive landscape to develop new content initiatives that resonate with Gen Z and Gen Alpha

Key Relationships:

Apart from the core Brand Activation team, you will be working closely with the following stakeholders:

• Global/EM Newsroom (Social & Partner Publishing)
• Global/EM SPOMA & Cultural Marketing
• EM/SEA Digital Activation
• EM/SEA/Country Membership
• EM/SEA/Country Category Management
• EM/ SEA/Country Brand Communications
• SEA/Local Creative Agencies
• Additional 3rd party providers where relevant

Knowledge, Skills and Abilities:

• Excellent communicator, with the ability to lead conversations, navigate ambiguity, handle objections, and untangle complex situations into actionable activities
• Creative, a keen eye for detail and solid understanding on brand aesthetics
• Ability to understand and translate adidas brand tone of voice and brand personality into effective social media strategy that resonates with Gen Z and Gen Alpha
• Proven track record and in-depth experience in social media and partner publishing implementation
• Analytical and ability to present technical campaign performance results with insights & clear actionable steps.
• Excellent team player who can manage & collaborate with internal and external cross-functional stakeholders: Newsroom, SPOMA, Brand Communications, Category Management, eCom, Agencies etc.
• Regional experience or experience across SEA countries with understanding of local trends and influences
• Broad understanding of and passion for the sports and fashion industry.
• Strong written, verbal, presentation and organizational skills
• Proficiency in Copywriting/Adobe Photoshop/Social Media Analytics tools (e.g.Talkwalker/Khoros/Spinklr) is a plus
• Languages: Fluent in English. Bahasa/ Vietnamese/Thai is a plus

Requisite Education and Experience / Minimum Qualifications:

• Degree in Marketing, Communications or a related field or equivalent industry experience.
• 2-3+ years' industry and / or relevant work experience