Director Content Planning

DirectorLivestreaming & Content Management

Department:                                                                           GCA Digital

Direct Reporting Line:                                                           Senior Director

Indirect/Second Reporting Line:                                          

Subsidiary/Country:                                                               adidas China

Location:                                                                                Shanghai

GSMS Grade:                                                                                         M2

Number of Personnel Managed:                                           6-7

Cost Center/Budget and/or Revenue Responsibility:            

Purpose & Overall Relevance for the Organization:

As a Content Planning Director at adidas, you are accountable for defining the digital content strategy, story-telling framework, and integrated GTM planning for China. You lead a team responsible for determining “what to drive” and “how to tell the story” across digital channels. Additionally, you manage the total digital Marketing Working Budget (MWB), ensuring strategic allocation and ROI optimization in alignment with brand and business objectives.

Key Responsibilities:

Scope: Accountable for content strategy, storytelling framework, and content execution planning

1. Content Strategy & Planning

Define and drive the content planning framework for digital top products, eCommerce content, and storytelling initiatives. Develop content calendars aligned with business objectives and brand storytelling arcs. Lead the planning of GTM supporting model, content formats, channels, and distribution strategies to maximize reach and engagement.

1. Storytelling & Creative Direction

Establish the narrative and storytelling approach for brand and product content, ensuring consistency with global brand voice and local relevance. Lead creative teams to translate content plans into compelling visual and copy executions plan.

Collaborate with content production team to ensure right execution cross internal, external agencies, and freelancers content shoots and post-production. Ensure all content is produced in line with brand standards, digital best practices, and platform-specific requirements.

1. Marketing Working Budget (MWB) Management

Responsible for the planning, allocation, and tracking of the total digital marketing budget to ensure resources are efficiently invested in high-ROI content and communication initiatives, aligned with business objectives. Collaborate with Finance, commercial team and Business Planning teams to ensure transparent budget governance and continuous optimization.

1. Team Leadership & Development

As a Team Manager of 6-7 people, you will play a critical role in leading and developing a high-performing team to achieve departmental goals and objectives. You will be responsible for providing guidance, support, and mentorship to team members while fostering a culture of accountability, collaboration, and continuous improvement.

KPI:

- Overall commercial targets of eCommerce China
- Content in-process KPIs aligned with commercial targets
- Platform content rankings.

Key Relationships:

• eCommerce buying, trading, Analytics, UIUX & Site operations
• eCommerce store managers
• Brand activation, BU
• Content agencies
• Other Working Streams in Digital Marketing

Knowledge, Skills and Abilities:

• Strong understanding of ecommerce/digital landscape in China
• Solid digital expertise and Agency management experience
• Ecommerce Platform marketing experience & content management experience, experience in deal with MCN, KOL live stream.
• Creative thinking & solution-focused personality, can multitask and perform under tight deadlines.
• Experience in data-driven role with strong analytical skills and fact-based orientation in decision making
• Ability to influence cross functional teams, cultivate relationships; Build consensus & influence business partners. Both within and outside the organization.
• Excellent verbal and written communication skills, with the ability to communicate effectively across organization functions and levels and to write and prepare executive-level business correspondence.
• A good understanding of the competitive landscape/trends in the sportswear industry

Requisite Education and Experience / Minimum Qualifications:

• Minimum 8+ year experience in digital marketing, eCommerce, or focusing on content marketing deeply; preferably with a background in sporting goods.
• A Bachelor’s or Master’s degree in business, marketing, or related field.

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Received by (Name):                ____________________________________

Effective (date):                                                       __________________