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Senior Director - Omnichannel Market Activation (m/f)
Fashion Industry Company
Herzogenaurach, , Germany
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Purpose
Drive a consumer-centric globally consistent presentation of adidas across Monobrand Retail stores (Owned & Franchise), adidas WHS distribution channels (physical and digital) and digital touchpoints instore.
1>Drive the global point-of-view throughout local GTM processes, through ongoing review and oversight of market Omnichannel calendars and activation plans
2>Define and drive tool requirements to enable sell-in, sell-through and ongoing business development across all channels, ensuring consumer, market and channel relevance
3>Achieve Brand and business objectives of improving NPS, driving brand advocacy and tracking and driving return on investment for all campaigns
Key Accountabilities
Strategy and Priorities
• Drive the annual priorities for the Omnichannel Market Activation team in line with the global strategic direction for Retail Consumer Experience set by CTC.
• Create a strategic overview of threshold investments for effective Omnichannel Retail Campaigns in markets.
• Contribute to the overall strategic direction and annual priorities of the CTC Consumer Experience team.
• Collaborate with CTC colleagues to achieve collective Brand and CTC priority targets
• Live Brand Leadership and continually role model a fact based consumer centric mindset and an attitude of collaboration, creativity and confidence.
Omnichannel Marketing Deliverables
• Manage the Omnichannel activation strategy with clear segmentation to support all channels, markets and store tiers & formats, including Own retail, franchise stores and wholesale.
• Lead the development of seasonal toolkit briefs that define market requirements and delivery timelines for effective activation across all channels according to market feedback
• Interface with markets to drive and support market compliance of the Global Brand Calendar & consistent implementation/execution of seasonal global campaign materials
• Deliver thorough, fact-based analysis of marketplace intelligence to Omnichannel Planning team to ensure the Omnichannel Brand Calendar Framework and resulting seasonal Calendars meet market and commercial needs
• Define, develop and maintain the MWB benchmarks and framework for market-level retail execution with a focus on delivering world class brand & product presentation across different channel formats with strategic guidance on focused investments in key cities and top stores
• Establish and manage feedback loop with markets around Sell-in and Sell-out requirements and performance to constantly refine and improve Global approach and deliverables sharing insights and learnings with all markets, and BU / Brand Management / CTC teams
• Establish a global knowledge hub of wholesale digital requirements for top accounts through collaboration with markets to integrate into Digital Brand Commerce and BU strategy and deliverables
Seasonal Planning & Briefing
• Drive the implementation of the global Omnichannel Brand Calendar in markets and manage the ongoing review of market Calendars to ensure alignment
• Drive clear understanding in markets of global retail strategy and levels of support
• Manage the seasonal review of market Retail Activation Plans for Own Retail, Franchise and Key Wholesale accounts
• Collaborate with Market colleagues around market-level kick off and planning milestones to drive the global strategy, and align around GTM strategies and support needs
• Deliver strategy, content and planning tools at GBC/GMM to enable markets to kick off their seasonal cross functional planning 9 months before market introduction.
• When appropriate, host a seasonal gathering of the global Omnichannel Marketing Community with content designed to update, learn, review, feedback and share best practise.
• Develop post campaign evaluation reports for specific campaigns and use key learnings to feedback to Omnichannel Planning, Brand Management/ BU CtC for the next seasonal process. Collaborate with finance to include ROI results.
Key Markets, City and Store Strategy
• Key Markets and Cities: Work with local Retail Marketing teams to plan and influence the effective execution of Omnichannel Marketing campaigns as well as essential commercial campaigns.
• Flagship Stores: Ensure the Brand Flagship stores, and Key Account doors in the 6 Global Key Cities consistently represent the “pinnacle“ of the adidas brand experience for our consumer target.
• Ensure that the key Monobrand Stores and Key Wholesale Account doors in the 18 top Key Cities follow the highest standards of execution.
• Store Activation: Identify activation opportunities for the key monobrand stores in the 18 top key cities in collaboration with the Store Activation Manager &/or the local Key City manager.
• Market Travel: Travel to key markets to develop strong relationships with local market teams and a first hand knowledge of the market realities & competitive landscape.
Team Management
• Lead and direct team of (senior) project managers
• Handle all related line management responsibilities:
◦ Coach and mentor team members with people development plan
◦ Foster a highly motivational and encourage highly diverse working environment
◦ Instill a team culture in which all important issues are discussed openly and constructively
◦ Support definition and drive people strategy (e.g. recruitment)
◦ Empowers individual team members and generates a can-do culture
◦ Manage the HR interface
◦ Ambassadorship across network
• Promote a high performance culture by setting clear expectations and individual goals
• Evaluate the competencies of your team on a regular basis and provide prompt feedback and guidance to drive high performance
Knowledge, Capabilities and Experience
• Advanced user of MS Office.
• Fluent in English.
• Additional languages are an advantage.
• Solid business acumen and ability to deliver results
• Highly numerate with ability to analyze data and produce actionable insights.
• Strong project management skills.
• Strong networking and interpersonal skills.
• Strong negotiation and influencing skills
• Leadership, problem-solving and decision-making abilities.
Qualifications
1. University degree/MBA in business, ideally with marketing and sales focus or equivalent professional experience.
2. 12 years brand marketing or retail marketing experience.
3. At least 5 years of progressive multi country/multi market experience
4. 3 - 5 years management experience.
We're looking forward to receiving your application!