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Senior Manager, Brand Communications & Sports Marketing, Training
Adidas Group
Seoul, , South Korea
Job Details - this job has expired, please see similar jobs below
Purpose & Overall Relevance for the Organisation:
Lead brand communications for the Business Unit and plan effective implementation of the Global BU's communication strategy throughout the market in order to build the brand and the category and to drive sales.
Ensure positive development of brand image and sustainable and profitable business through an adequate sports marketing portfolio of individual athletes, clubs and associations supporting brand and Business Unit objectives
Key Responsibilities
• Brand Communications
• Provide input into the overall seasonal, annual and strategic business plan and the creation of the market brand calendar for the Business Unit, Brand activation and Omnichannel marketing
• Create the seasonal and annual Business Unit marketing strategy and activation plan including Key city attack plans and integrate lead sports marketing assets and EIM, landing the Global priorities and significantly improving brand KPIs.
• Manage and execute Business Unit campaign in collaboration with Global BU and Market BU.
• Develop, plan and manage Business Unit event activation, PR event and media activities including result & ROI analysis.
• Define and identify locally relevant target consumer based on Global strategy. Continually analyze sell-in, sell-out ROI of communication investments, to ensure they meet the financial expectations set out in the short- and mid-term goals across all channels in the Market.
• Allocate Business Unit flexible MWB across the marketing mix to best improve brand and business KPI’s
• Provide input to the Global Business Unit (BU) to ensure brand marketing tools are optimized to best meet market needs and significantly improve brand business KPIs.
• Deliver the best possible sell-in tools together with BA (advertising, media, trade marketing, own retail marketing, e-com, consumer-facing events, PR and social tools) for the Business Unit and augment where needed with Global approval.
• Relevant KPIs include:
• BU market share
• BU market sales vs plan
• Omni channel traffic
Key Responsibilities
• Sports marketing
• Develop a plan to implement the Global sports marketing strategy locally.
• Establish and manage a brand-relevant local asset portfolio to support sport marketing activation plans.
• Manage local asset budget, Sports Marketing MWB and provide athletes with qualitative service to ensure the Brand images are represented well.
• Support all local event related topics in close collaboration with the Brand Communications, Business Unit (BU) team and Brand Activations (BA) team.
• Track and monitor assets’ performance results and reflect them into marketing plans to maximize future activation opportunities.
• Plan and engage all sports marketing athletes so that they showcase the seasonal key concepts to maximize product sales.
• Relevant KPIs include: Efficient Sports Marketing spending, Secure relevant and in-time asset portfolio, Input on local opportunities to Global (e.g. next generation of players and influencers), Category and Range efficiency; in particular global range components
Key Relationships:
• Market peers reporting into the BU lead
• Market Wholesale, Retail and eCom Marketing teams
• Market Sports Marketing team
• Counterpart in Global BU
Knowledge, Skills and Experience:
• Significant knowledge of the full marketing mix (advertising, events, sponsorship, retail) with a major brand or retailer (sporting goods industry preferred)
• Proven media planning/buying experience
• Good understanding of the consumer campaign process from brief through to execution
• Proven communicator in both written and verbal
• Ability to build strong relationships (agency management)
• Marketing budget management
• Advanced user of MS Office suite of products
• Experience in both market and above market organization preferred
Requisite Education and Experience / Minimum Qualifications:
• Communications qualification or equivalent industry experience and experience
• Over 7 years of marketing and/ or communications experience
• Fluent in English
• Fluent in local language (if applicable)