Manager, Brand Communication - Originals, Brand adidas

PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION

Lead the effective and efficient activation of the Originals, Basketball, and Partnerships categories across the country/cluster, translating global brand direction into locally relevant Reason to Buy campaigns and key concepts in close alignment with Global Brand Activation and Business Unit teams.

KEY RESPONSIBILITIES:

• Develop and manage the local brand marketing plan and activation calendar, integrating country commercial priorities and consumer insights.
• Lead local content development from briefing through production, securing alignment and approvals from Global Brand Activation and Business Unit teams as required.
• Develop strategic briefs and oversee the production of category-relevant key account and retail activations.
• Partner with Media Activation to define the media strategy and ensure integrated, effective campaign execution.
• Execute the MWB plan in line with the Brand Marketing Plan (BMP), ensuring timely delivery, budget discipline, and compliance with brand standards.
• Support local trade meetings by developing compelling, market-ready sell-in tools and materials.
• Drive Global-for-Local initiatives and collaborate with Business Units, Creation Center teams in Tokyo, Shanghai, and Germany, and Retail Marketing to deliver impactful activations in priority trading zones.
• Manage marketing inventory through ERP systems, optimizing stock levels and minimizing year-end inventory exposure.

KPI’s:

• NPS (country, key city, key categories)
• Net Sales
• Full price sell through rate
• Compliance to MWB guidelines
• Monthly MWB accuracy vs. RFC LE
• ROMI
• Year-end Marketing Inventory level
• Agency performance management (annual evaluations)

KEY RELATIONSHIPS:

• Country Planning & Media Activation, Culture Marketing, Retail Marketing , Digital Activation and Multi Business Activation
• Country BU (Originals, Basketball and Partnership)
• Global BA and BU (Activation Expert)
• External partners (Agencies , Partners )

KNOWLEDGE, SKILLS AND ABILITIES:

• High degree of knowledge of the full marketing mix ( contents creation, advertising, events, sponsorship, retail, PR, digital) with a major brand or retailer (sporting goods industry preferred)
• Ability to development local marketing strategies following global guidelines
• Marketing budget planning and management
• Strong presentation skill to internal and external stakeholders
• Advanced user of MS Office
• Experience in both, market and regional marketing organization preferred
• Copywriting skills are a plus
• Fluent in English
• Fluent in Korean preferred

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:

• University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
• At least 7 years’ experience in relevant Marketing fields
• Sales and /or Marketing experience