Purpose & overall relevance to the organization:
Adidas is an equal opportunity employer and we are committed to fostering an inclusive workplace. We welcome applications from people of all ages, genders (incl. gender identity), ethnic and social backgrounds, nationalities, sexual orientations, religions and beliefs, and those with apparent or non-apparent disabilities*. We do not tolerate harassment or discrimination toward any of our applicants or employees.
*We actively encourage individuals with disabilities to apply and will provide reasonable accommodations throughout the recruitment process.
Responsible for the successful execution of campaigns including the creative concept development together with creative agencies, the execution of shootings and events but also the media spend planning. You will be able to implement your very profound interest in fashion, lifestyle and sports, to create brand consideration and brand love with our consumers and ultimately drive sales for adidas Originals in DACH. Next to the adidas Originals projects you will be driving, you will also be supporting and advising cross-category projects (Performance meets Lifestyle) with your strong fashion and lifestyle expertise.
Key Responsibilities:
· Manage and execute adidas Originals activation plans for holistic campaigns in DACH across all communication channels (Comms, PR, social/digital, event) in collaboration with Europe and Global Originals Business Unit.
· Ensure all consumer touchpoints (comms, publishing, sports marketing, culture marketing, key city activation, membership) are aligned with cluster-specific circumstances according to net sales
· Provide input to category communication plans and brief agencies to ensure perfect execution and creation
· Support the development of cluster-specific initiatives in close collaboration with the Line Manager and based on global/European guidelines, Central agreements and on approval by Cluster Brand Activation Management
· Support compliance with the cluster activation plan in terms of category investments
· Analyse the performance of key campaigns and provide feedback to the Cluster Brand Activation Head.
· Provide input and support the creation of seasonal, cross-category brand communication plans in the respective area of responsibility together with the Performance teams
· Ensure that all Brand Marketing tactical steps meet brand standards, KPIs, budget targets and timelines
· Manage the cluster-specific comms marketing annual calendar for the respective area of responsibility in collaboration with the BU and publishing and ensure activities are integrated with the Brand Communications marketing calendar
· Assist in the coordination and consolidation of the cross-category concept sell-in marketing plan
· Input and execute hyperlocal relevant communication tools to land priority stories in the different communication channels respecting trends and latest developments of the industry and target audience
KPIs:
· Brand image related KPIs
· Brand Momentum
· Net Promoter Score
· Share of search
· Spontaneous Purchase Intent
· Category Market Share
· Category Sell Out
· Newsroom insights and analytics
Main contacts:
· Brand Activation Teams (SpoMa, Culture Marketing, WHS, Key City, Own Retail, digital Teams)
· Publishing Team
· Europe and Global Brand Teams
· BU teams
· External agencies (marketing, event, media, production)
· Media platforms and influencers
Knowledge, skills and experience:
· Very good communication and presentation skills
· Very good organization, planning and project management skills
· Experience with the planning and execution of ° brand campaigns
· Very high fashion and lifestyle affinity and expertise
· Fluent in written and spoken English, German is a plus
· Experience in a matrix organization
· Advanced user skills in MS Office
Required education and experience/minimum qualifications
· University degree in the field of Business/Marketing
· Ideally at least 5 years of relevant experience in brand marketing/communication, ideally in the sporting goods and/or fashion industry