Sr. Specialist Culture Marketing

Department:                                     adidas

Direct Reporting Line:                    Sr. Manager Brand Communications

Indirect/Second Reporting Line:

Subsidiary/Country:                        Colombia

Location:                                           Bogota D.C.

GSMS Grade:                                    P1

Personnel managed:                      No

Budget managed:                           

Purpose & Overall Relevance for the Organization:

This role is responsible for leading the execution of adidas Colombia’s Culture Marketing strategy across key verticals: Music, Fashion, Performance and Lifestyle. The Sr. Specialist will activate and manage a transversal cultural calendar, develop partnerships with artists and creators, and deliver culturally relevant campaigns that increase Gen Z&A and Women relevance. This role is critical to ensure adidas becomes the most culturally relevant brand in the market.

In addition to delivering short-term cultural impact, this role will also be responsible for building the long-term vision for adidas’ lifestyle and culture ecosystem towards 2030,  identifying cultural territories, mapping key partners, and defining the roadmap that connects culture with business growth.

The Sr. Specialist will turn the culture marketing plan into action, working across all categories and channels, and supporting performance KPIs such as brand positioning, engagement, and ultimately, driving business impact through cultural credibility. A deep understanding of culture, talent, communities and content is key for success in this role.

Key Responsibilities:

• Execute the Culture Marketing strategy across Music, Fashion, Lifestyle and Performance, ensuring alignment with business and brand objectives.
• Manage the cultural calendar across all categories, coordinating key brand moments, launches, and community activations.
• Scout, negotiate and manage relationships with creators, artists and cultural partners who strengthen brand positioning.
• Lead the activation of the influencer pyramid with clear category roles and messaging, from brand symbols to activation crew.
• Develop and implement content strategies that integrate talent organically into brand storytelling.
• Co-create and execute cultural campaigns in partnership with internal and external stakeholders (e.g. fashion collabs, music drops, community events).
• Build playbooks and activation frameworks for each cultural vertical to ensure long-term consistency.
• Partner with PR, Media, CTC, and Sales to ensure campaigns are amplified across all channels.
• Monitor impact and performance of culture marketing initiatives using analytical tools
• Contribute to the Culture 2030 roadmap, defining key cultural territories, partnerships, and community opportunities.

Key Relationships:

• Categories Business Units
• Brand Partners Director
• Brand Comms Colombia & LAM Teams
• CTC, DTC, and Commercial teams
• Digital Activation/Newsroom team
• External agencies (Creative, PR, Media)
• Cultural partners & Creators
• Global Brand Comms and Activation Teams
• Consumer Insights Teams (Ipsos, Kantar, Segmenta)

Knowledge Skills and Abilities:

• Strong understanding of culture marketing and the role of brands in shaping cultural relevance.
• Deep knowledge of music, fashion, lifestyle, creators, and digital culture — with a pulse on Gen Z and Women audiences.
• Experience activating and managing creators, athletes and artists ecosystems, with ability to define roles, track performance and build long-term partnerships.
• Strategic thinking with the ability to turn cultural insights into executional plans and impactful storytelling.
• Strong cross-functional collaboration skills — comfortable working with business units, PR, Media, CTC, Sales and external agencies.
• Project management excellence and ability to drive multiple initiatives at once with clear prioritization.
• Data-literate: able to extract learnings and optimize performance using analytical tools
• Creative eye and passion for innovation — able to build brand heat through culture, not just campaigns.

Requisite Education and Experience / Minimum Qualifications:

• University degree in Marketing, Communications, Business, or related field
• At least 3–5 years of experience in brand marketing ideally in fashion/lifestyle/sportswear
• Fluent in Spanish and English
• Previous experience managing a brand/category end-to-end is highly valued