Manager Digital Activation Planning

Purpose & Overall Relevance for the Organization:

Drive digital activation planning for assigned categories across adidas.com and apps in Europe. Align seasonal calendars with input from global and local teams. Optimize the consumer journey to boost eCom sales, brand impact, and consumer engagement. The position currently sits within the Lifestyles pillar, focusing on our Originals and Skate categories, so having an interest or background in the fashion and lifestyle industry would be a plus.

Deliver experiences that are:

• Premium – Build desire for the brand and product.
• Connected – Ensure seamless touchpoints across the digital ecosystem.
• Personalized – Serve relevant, timely messages to each audience.

Key Responsibilities:

• Plan and Align Seasonal Digital Activations: Translate global seasonal plans into localized digital activation strategies for assigned categories, maintaining and adapting calendars in coordination with Brand, eCom, and Newsroom teams.
• Drive Consumer Journey Excellence: Ensure cohesive, premium consumer experiences across adidas digital platforms by implementing campaign standards and optimizing journeys based on insights, KPIs, and stakeholder feedback.
• Collaborate Across Functions: Partner with cross-functional teams (e.g., eCom merchandising, product planning, media activation, content creation, membership) to ensure digital activations meet business goals and respond to market needs.
• Lead Campaign Implementation: Brief content teams, oversee execution of digital stories across .com and apps, and ensure alignment with media and social strategies, including support for Key Cities and in-season adjustments.
• Foster Optimization and Learning: Share campaign performance insights with global teams, support test-and-learn initiatives, and mentor junior team members while contributing to special projects and reactive marketing efforts.

Key Relationships:

• Global and Europe Marketing (Business Units)
• Brand Activation (Media Activation, Digital Content, Consumer Engagement)
• eCom (UX, Merchandising, Supply Chain, Planning, Analytics)
• Global Digital (Planning, Activation, Calendar)
• Newsrooms

Knowledge, Skills and Abilities:

• Previous experience in executing go-to-market strategy
• Strong project and stakeholder management
• Deep understanding of digital KPIs and eCom business drivers
• Proficiency with email, display, and paid social tactics
• Familiarity with enterprise platforms and digital IT capabilities
• Clear communicator; confident in presentations (remote and in-person)
• Strategic thinker with ability to manage complexity and ambiguity
• Understanding of content delivery processes and consumer behaviour
• Fluent in English

Requisite Education and Experience / Minimum Qualifications:

• College or university degree preferably in a Marketing discipline
• 5+ years in marketing/digital roles