Senior Manager Digital Activation, Brand Adidas

PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION:

The goal of the Digital Activation team is to create one integrated digital consumer journey for concepts and campaigns, driving brand engagement and loyalty through constant innovation, and deliver a premium and seamless experience to meet and exceed consumer expectations while achieving set targets.

POSITION SUMMARY:

This position is responsible for steering, managing, and optimizing our digital ecosystem for our owned digital channels including .com site, APP, and eMarketplace for Performance/Sportswear /cross category concepts and brand/commercial campaigns. He/she leads the team to accelerate revenue growth via our eCommerce traffic channels with close collaboration with eCommerce, Business Unit, Brand Activation cross functional teams.

KEY RESPONSIBILITIES:

• Drive the team to review and continuously improve consumer journey and touchpoints based on market trends and our consumer needs to maximize traffic, conversion
• Lead the planning of commercial activations and take necessary mitigating actions to meet eCommerce sales target
• Provide ideas to improve the customer experience and increase eCom business, aligning with eCom direction & initiatives
• Lead and manage the Japan digital marketing calendar for responsible category concepts, prioritizing based on brand and divisional goals with local insights
• Oversee the Go-To-Market process for Performance/Sportwear/cross category concepts by the team and provide support
• Lead cross category brand campaigns, working closely with brand comms team and creating LP design, customer journey, banner layout, and local content
• Supervise campaign strategies including target audience, customer journey, touchpoints, communication and content
• Oversee and guide the planning and execution of seasonal marketing plan for ZOZOTOWN and RAKUTEN, to get support from channel partners to growth the business
• Work with internal/external functions and vendors to create and improve templates and procedures, prepare necessary tools for efficient execution from briefing to publishing on time
• Oversee and manage how the activation/campaign appears on all touchpoints
• Supervise team to resolve campaign issues, and finding solutions for new activation ideas (e.g., consumer flow, links, on-site presentation, data discrepancies, technical issues, etc.)
• Manage the responsible onsite banner schedule balancing the business impact and brand focus
• Lead initiatives and projects for both internal and external teams requiring digital marketing input and insights
• Provide input to global teams on any additional local marketing needs
• Manage external agency partners, external employees, and temporary team members, supporting them on HR matters, onboarding/training, and building good relationship
• Manage the given marketing expense budget and optimize the usage to maximize contribution to eCom business and brand KPIs
• Consolidate and share the responsible activation plans, insights, and results with stakeholders
• Establish a high-performance culture and drive employee engagement, leading by example
• Identify and develop high-potential talents to fuel the succession plan in the team, look for opportunities to provide cross-functional experiences to identified high-potential talents from both inside and outside of the team

KPI’s:

• eCom Net Sales, Operating margin (Direct Channel Contribution)
• eCom full price vs discount ratio
• Digital KPIs (traffic, CVR, new acquisition, app install, app monthly active users)
• Category Net Sales and Market Share
• Share of search
• Return on marketing investment
   

Knowledge, Skills, and Abilities:

• Entrepreneurial mindset – Results & Profit oriented
• Comfortable with the rapid evolution of digital technology and excited to continue to develop and enhance your knowledge skills and experiences
• Self-motivated and well-developed business acumen
• Fast and independent learner, worker, self-starter, and enjoy taking initiative
• Demonstrate the ability to use creative thinking and innovation to solve complex problems
• Highly skilled in managing the creative process from concept to review and final sign off
• Specify new processes, products and/or standards based on organizational strategy
• Contribute significantly to the achievement of department and/or project targets
• Steer development of recommendations with deep analyses and initiatives to complex tasks and projects
• Possess strong writing and verbal communication and interpersonal skills; Collaborative and clear communicator; Able to build strong relationships quickly both internal/external
• Provide to subordinates broader context of activities, clear objectives for team members, and accountability for performance and salary reviews
• Excellent project management skills with flexibility to manage ad-hoc issues
• Strong numeric, analytical, and writing skills, and fact-based orientation in decision making skill
• Able to make a presentation confidently and persuasively in front of large groups

Requisite Education and Experience / Minimum Qualifications:

• Bachelor’s or master’s degree in business, marketing, communications, or related field
• Minimum 4-6 years of working experience in a leading role in Online marketing, eCommerce, Digital Traffic Management, or Digital Assets field, ideally with a background in sporting goods
• Experience in working with internal stakeholders and external agencies to establish efficient and scalable processes
• Minimum 3 year-experience in delivering a consistent brand identity and tonality
• Strong understanding of consumer business, eCommerce, Retail, and competitive business environment and consumer behavior
• Experience of defining a long-term roadmap for optimization across an eCommerce business
• Ideally have experience of working internationally and cross-cultural sensitivity
• Advanced Excel skills and exceptional attention to the details; Highly proficient in spreadsheet analyses related to marketing and sales KPIs
• Native level Japanese required
• Professional proficiency in English preferred

KEY RELATIONSHIPS:

• Country Director of Digital Activation
• Country Brand Activation functions
• Country eCommerce team
• Country Business Units and Go-to-market head office
• Global Digital functions
• Finance and Legal
• External partners (Agencies, technology and media partners)