Manager, Digital Performance Activation, Brand Adidas

PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION :

The Digital Activation team creates digital campaigns, platforms, and mobile services to deliver top-notch brand experiences. This team specializes in digital, mobile, social, and CRM technologies, managing content and experiences across platforms like .com and mobile apps. This role focuses on data-driven decisions to optimize digital marketing channels, aligning with strategic goals. Responsibilities include planning, executing, analyzing, and sharing insights for owned channels to drive member growth through initiatives like digital media buying, affiliate programs, and KakaoTalk campaigns. The role ensures execution excellence, ecosystem development, and performance measurement for brand initiatives.

KEY RESPONSIBILITIES:

• Execute & support adaptation & localized execution based on Global / local campaigns and X category & commercial contents according to Digital Activation Calendar/Plan
  • Ensure consistence use of tools across all digital touchpoints including .com, mobile applications, and other digital channel.
  • Execute with content guidelines based on global guidance and local relevance.
  • Interacts with Global Digital Activation and other relevant teams on our takes of Global and local plans for adidas.com /other digital touchpoints and inform on local adjustments.
  • Report regularly local initiatives, share best practice proactively by closely working with Digital Content & publishing team, Social Activation & Partner publishing team and other related teams.

• Strategic Digital media/ Affiliate partnerships
  • Understand and support full funnel digital media strategy to increase brand awareness and engagement thru relevant digital channels.
  • Plan and execute digital media buying with integrated media strategy and tactics across paid media, social, SEM, affiliates to increase effectiveness & efficiency by delivering objectives and goals.
  • Recommend changes to ad creatives, layouts, copies, key visual to improve and maximize onsite traffic and conversion by closely working with eCom CX team.
  • Monitor and complete regular performance reporting on various indexes to ensure not only strong conversion & ROAS but also impression & click, CTR. And provide insights for optimization based on data driven analysis.
  • Kick off for mid/long term strategy for potential digital interface represent such as affiliates program to drive traffic, sales, and new member acquisition.
  • Coordinate and support reporting needs with agency

• Lead / support team as Go-to department for all digital demand of the brand adidas
  • Collect all demand from Categories and Markets for entire Digital Experience
  • Establish process and tool to manage demand efficiently and to provide transparency.
  • Act as the interface between Categories, Digital Activation teams and eCom
  • Provide transparency about internal roadmaps and available tools.
  • Governing strategic direction is kept (e.g., mobile first, data driven)
  • Implementing Go-Live criteria and sign-off process
  • Establishing and formalizing the processes between the different teams (Brand, eCom, Brand Strategy, eCom planning, Membership team)
  • Support local and global stakeholders in own eCom related topics (partnership and affiliate marketing, translation and localization, SEO, eCom operations)

• Elevate owned digital channel in planning and execution, result analysis, insight sharing to manage external potential member growth.
  • Plan and deliver owned channel strategy such as kakaotalk channel, and so on by consolidating and developing contents and assets aligned with key campaigns and commercial moments.
  • Define communication strategies based on targets audience and contents priorities to ensure targeted and personalized communications delivered to the right audience to increase relevancy and maximize response rate.
  • Kick off for mid/long term strategy to strengthen kakao channel friends' loyalty and to test/initiate new kakao function to increase engagement & conversion.
  • Review on 360 results understanding via data analysis, findings and derive concrete vision and kakao channel strategy.
  • Monitor KPIs, define benchmarks and analyze result data on a recurring basis to drive insights into the next action.

• Provide expert knowledge and consultancy for digital performance activation and campaign KPIs.
  • Execute the most relevant digital marketing tools to generate traffic to eCom and offline stores.
  • Formulate and monitor KPI's, take remedial action & recommendations.
  • Interface with analytics team to generate digital campaign KPIs.
  • Establish the most simple and efficient links for increasing traffic and conversion by tracking the deep dive data.
  • Own, execute, and feedback on digital platform such as kakao channel / affiliates new initiatives & best practices.
  • Ensuring consumer centric experience based on data analytics.
  • Liaising with Brand Strategy, eCom and Legal - Provide expert knowledge on digital guidelines of adidas ecosystem.

• Manage & oversee budget allocation from planning to execution.
• Develop and maintain key working relationships with internal and external partners and agencies.

KPI's:

• Net Sales
• Consumer Engagement on CRM platform
• Membership Growth aligned 2025 target
• NPS/NPD (country, key city, key categories)
• Traffic to own and wholesale eCom
• Shared KPIs with eCom

KEY RELATIONSHIPS:

• INTERNAL: Global digital activation team, Global performance marketing team, Global Digital Growth team, Global/SK eCom teams - Site Operations teams, Onsite Merchandising teams, Planning & Media Activation team, Brand Comms, Retail Marketing teams, Culture Marketing team, BU teams
• EXTERNAL: Digital Media Owners, Performance Marketing Agencies, External Content Publishing Support, Soft- and Hardware Support teams - a variety of other internal and external stakeholders.

KNOWLEDGE, SKILLS AND ABILITIES:

• Ideally over 7 years of professional experience in digital marketing/website, app management/performance marketing
• Strong understanding of digital channel, UX/UI, and digital journey optimization in digital platform such as .com, app, kakao
• Experience project management experience
• Excellent communication and collaboration skills
• Strong adaptable, flexible problem-solving skills
• Expertise or Strong interests in data analyzing with numbers, trends, and research skill to derive actional insights.
• Advanced user of MS Office suite of products
• Sufficient work experience with power BI, Adobe analytics, Appsflyer.
• Flexible and positive mindset to embrace changes and agility within a fast-paced environment.
• Fluent in Both English / Korean

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:

• University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
• At least 5 years' experience in relevant Marketing fields – digital content and performance marketing works preferred.
• Marketing and /or Sales experience