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Director, Key City Marketplace Development Tokyo
Adidas Group
Tokyo, , Japan
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Goal of Key Cities
• Further the Group mission to create the best sports brands in the world by creating a powerful, integrated brand and business ecosystem that wins the creator and catalyses the brand and business within the targeted key cities, markets and globe
• To achieve a leading position (#1) for our brands in the key cities as indicated by NPS, Net Sales and Market Share
Purpose of Role:
• The Key City Marketplace lead is responsible for leading the planning, holistically managing, integrating and influencing the execution of all elements of the Key City Marketplace development – aligning trade zones, key partners, destination doors and target consumers,
• The scope of influences of the Marketplace Development lead covers all physical doors across Own Retail, Franchise and Wholesale (key accounts and specialty) plus online Stores
Key Responsibilities:
• Develop and execute the Marketplace plan for the respective Key City
◦ Develop a single view of total marketplace potential and capacity – all existing and potential POS across all channels
◦ Devise how to win in key trade zones and create brand and category destinations
◦ Socialize, create clarity and drive buy-in internally and with/for key account partners, in partnership with the City General Manager and Market commercial heads in Wholesale and DTC
◦ Prioritise target doors based on Key City Plan – including category focus, consumer maps and key campaigns by doors.
◦ Identify and build an annual calendar of action to create top brand and category doors – key actions for each to drive brand and business
• Lead marketplace execution planwithin top-doors i.e. ensure premium execution
◦ Work with Market cluster and all support functions to drive execution of the marketplace plan.
◦ Coordinate sell-in for top doors with local sales, key account teams, DTC team
◦ Direct internal resources such as VM, Tech Reps, and Boosters/Brand Coaches to ensure focused /premium execution of market place plan.
◦ Ensure premium standards and guidelines for in-store experience (VM, Boosters, Gazelles)
◦ Provide input into activation plans for top doors
◦ Propose investment requirements for top doors
◦ Coordinate execution of key campaigns in top doors
◦ Provide input to e.com team and Key Account team for premium Key City activation
◦ Cascade top door practices throughout marketplace
• Manage performance of the marketplace plan with a particular focus on:
◦ Walk marketplace daily to evaluate and feedback on market place actions. Maintaining live feedback loops and enabling evolution of marketplace practices.
◦ Measure execution (e.g., review concept landing after sell-in) and follow-through on KPIs
◦ Review results with focus on commercial, in-store effectiveness
• Manage and execute the marketplace plan in collaboration with key stakeholder groups and partners; operate as an advocate for the Key City within the city and market
◦ Coordinate marketplace resources with global, market and Global and Local Key City to ensure premium execution in top doors
◦ Lead and direct a cross functional team/community of local staff who execute against the Key City Marketplace plan (e.g. Store Manager, Store Activation Expert, Trend Marketing Manager)
◦ Identify and Input resource requirements and capabilities to Key City GM to bring plan to life
• Operate as a key interface between market place hotspots and top doors and the organizations
◦ Manage store relationship with top doors (e.g., trade)
◦ Provide door level insights/feedback (e.g., recommended category focus, in-store-activations) to marketplace resources and HQ
Key City Marketplace KPI’s: to be reviewed
• Brand Desire – NPS, Brand Momentum, Spontaneous Purchase Intent
• Consistent Revenue Growth (Net Sales and Sell-Out)
• Market Share – Overall and Category
• Retail Comp Sales
• Full-Price Sell-Through in Key City Attack’s Key Account Doors
Key Relationships:
• Market relationships- Market Leadership, Market Key City team plus support functions, specifically VM, Tech Reps, KA, DTC including Retail Operations, Field Management
• Global relationships – Global Key City team, key interface with Director Global Key Cities (Marketplace) and team.
• Global Key City lead and the Virtual community of Marketplace leaders across the 6Global Key City locations.
Knowledge, Skills and Abilities:
• Expertise in Marketplace development, gained through operational and strategic exposure in a commercial business capacity
• Deep functional experience in Sales Functions and sales operations
• Strong understanding of sales channel and customer segmentation
• Minimum of Bachelor’s Degree; MBA a plus
• Change agent comfortable driving transformation and creating clarity within new and ambiguous climates
• Ability to work in a Matrix organisation with experience in influencing Cross-functionally and cross-culturally
• Proven leadership and managerial skills
• Very strong interpersonal skills (e.g. communication, negotiation)
• Proven methodological skills (e.g. business planning, strategic development)
• Extensive knowledge of the adidas Group business along with significant industry experience
• Mental flexibility, initiative and determination
• Fluent in written and spoken English is a must. Skills and abilities in another language are a benefit, specifically the local language of the key city in which you work.
Requisite Education and Experience / Minimum Qualifications:
• Minimum of Bachelor’s Degree; MBA a plus
• Business: minimum 10 years’ experience
• Functional: minimum 5 years commercial experience in the sporting goods industry
• Leadership: minimum 3-5 years in management
• Cross-functional experience, ideally with Sales management
• Industry: sporting goods / retail / consumer goods