Manager Brand Communications Sports Style

Purpose & Overall Relevance for the Organization:

·Develop adidas to be the best sport brand by Brand Communications strategy (Sport Style) by solid and creative brand communications and digital activation strategy through the best mix of channels from communities, EIM/KOLs, to different online and offline platforms. 

·Build adidas brand culture credibility by planning and executing 360 sports style activation plans across all online and offline touchpoints along the consumer journey

·Lead the development of digital activation strategy to reach and engage with target consumers in the entire digital ecosystem

·Act as a brand guardian to provide direction and ensure consistency in Sports Style brand image across all touchpoints

·Input into and implement processes that enable the Brand Communications department to follow the marketing plans

Key Responsibilities:

Planning

·Develop culturally relevant brand communications and digital plan according to marketing strategy for adidas (Sport Style) to continuously build brand equity and maximize the impact of brand campaign and product launch.

·Monitor competitors’ activities and cultural happening in town to provide input or develop reactive plans

·Provide full support in development and execution of 360 campaigns and activations according to GTM plans and goals.

·Support non-campaign products through own/earn/paid social media platforms and brand websites

·Collaborate with ecommerce team to support the adidas ecommerce site traffic drive and conversion.

·Analyze and evaluate campaign effectiveness with supporting data and references

·Ensure most effective use of MWB across relevant touchpoints

Financial

·Management of MWB spend reports and tracking sheets

·Follow internal finance procedures and NTP requirement.

·Plan and develop brand communication and digital activation budget of sports style as set per the marketing plan.

System and Processes

·Provide full support in the execution of 360 campaign plans

·Develop storytelling brand and products material from global/APAC/GCA toolkits + local adaptation, work closely with agencies

·Support the GTM process through the development of Marketing Calendars aligned with Product and GCA/Global BA teams

·Develop and monitor media plans – work closely with media agency to create competitive media advantages for adidas and develop out integrated and valuable media plan

·Develop and monitor social content calendar – work closely with social agency to create engaging and reactive social content plan

·Develop close relationships with key media/influencers/communities

·Ensure that adidas is informed about any new media opportunities

·Maintain a good understanding of the media market / prices

·Execute the tracking system to continuously understand consumer insight/attitude and take-away of our completed program, help adidas to identify more business opportunity and adjust marketing strategy

·Continuously share marketing communication information with adidas teams

·Develop and execute the brand content/communication plan

·Ad-hoc duties as assigned by immediate supervisor or department head

People Management

·Lead the team to deliver successful marketing campaigns based on agreed KPI

·Lead in line with the company Leadership Framework principles, and company values. Develop future talents for the organization through #mybest.

Training & Development

·Identify appropriate training opportunity for the team

·Identify and develop talents

·Succession planning

·Ad-hoc duties as assigned by department head

KPI’s:

·Traffic and conversion

·Sales, Comp Sales

·Social Performance

·MWB Management

Key Relationships:

·Key interfaces (internal): The entire Brand adidas Team, Sales, Retail, Product, Finance adidas GCA/global brand communications team 

·Key interfaces (external): Advertising agencies, research houses, advertorial agencies & model agencies, PR agencies, KOL's/Influencers

IT:

·Strong PC skills   

·Outlook: Advanced

·Word: Advanced

·Excel: Good

·PowerPoint: Advanced

Knowledge, Skills and Abilities:

·Strong knowledge and background of sports or sports inspired culture  

·Deep understanding of sports-inspired products and street fashion

·Strong numeric skills – forecasting/budgeting/pricing

·A sports and fashion enthusiast

·A passion for and an understanding of sports

·Effective communication skills

·Strong negotiation skills

·Interpersonal skills

·Organizational skills

·Strong leadership skills

·Time management

·Pressure management

·Strong analytical power

Requisite Education and Experience / Minimum Qualifications:

·Minimum of 7 years of experience in the marketing department of a global consumer goods brand or advertising agency serving global consumer goods brands

·University Degree in Marketing or related field

·English, Mandarin & Cantonese

·Excellent written and spoken English and Chinese