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Senior Director Brand Activation
Adidas Group
Panama City, , Panama
Job Details - this job has expired, please see similar jobs below
Purpose:
Own and steer the execution of the Global / Regional Brand Strategy, ensuring consistent deployment throughout the Market, delivering into all relevant Brand KPIs.
Key Responsibilities Functional:
• Drives the planning of the Regional Omni-channel Marketing activation calendar ensuring consistent and aligned rollout within the Markets
• Strategically steers and guides the brand activation Teams and Tools (Coms, digital, ATL/BTL, Sports Marketing, Events, Catalogues) based on overall SBP, MWB to best activate the consumer.
• Steer the MWB/SWB allocation across the Market alongside the BUs within Global / Regional guidelines as part of planning process.
• Provide input on Key City Attack Plans (if applicable), ensuring consistent execution and delivery against Brand KPIs.
• Drives and coordinates excellence in excecution through the effective implementation of Global Concept-to-Consumer and Sales Strategy & Excellence tools in activated sales channels across the Market, in line with the Omni-channel activation calendar.
• Distribute Global Wholesale Trade Marketing tools to Sales Director and to other Brand Activation leads within the Market.
• Drives the Market Sports Marketing strategy, from identification to asset activation, including budget allocation recommendations.
• Aligns with Global Brand Management on the creation of a Publishing strategy for the Market, including Newsrooms and execute the agreed strategy.
• Lead CRM efforts across the Market, including database growth and creation of a Market-relevant loyalty scheme in conjunction with Global Brand Management.
• Drive Brand KPIs and monitor Brand Health via tracking studies.
• Brief Global Brand Management regarding any relevant consumer/Market research studies.
• Provide input to Global Brand Management related to Market priorities where required to improve Market Brand KPI performance.
Key Responsibilities Managerial:
• Provide a clear vision and direction with relevant objectives and KPIs.
• Establish a high performance culture and drive employee engagement, leading by example.
• Provide a suitable performance framework for direct reports by setting SMART performance targets and coaching for continuous improvement.
• Identify and develop high-potential talents, to fuel the team's succession plan.
• Look for opportunities to provide cross-functional experiences to identified high-potential talents from both, in and outside of the team.
KPIs:
• Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)
• Market Share
• Market Sales vs Plan
• Market Direct Brand Contribution vs Plan
• Budget Management
• D2C traffic and conversion
Key Relationships:
• Brand Activation leads in Market sub-units
• Market Peers reporting to the Brand Director
• Global Brand Management team
• Regional BU Directors
• Global Concepts-to-Consumer team
• External Agencies
Knowledge Skills and Abilities:
• Significant knowledge of the full marketing mix (Communications, Digital, Social, Channel Mktg, events, sponsorship, retail) with a major brand or retailer (sporting goods industry prefered)
• Strong understanding of direct-to-consumer business and wholesale competitive/business environment and consumer behavior
• A strong understanding of the competitive landscape/trends in the sports/fashion industry
• Attention to details & highly organized approach to work
• Strong analytical skills and fact based orientation in decision making
• Ability to influence cross functional teams, cultivate relationships; Both within and outside the organization.
• Leading and managing a diverse team
• Budget Management and Compliance
• Excellent Presentation and Influencing skills
• Advanced user of MS Office suite of products
• Experience in both market and above market organization preferred
Qualifications:
• University degree in Marketing with 10+ years professional experience, ideally in Sales and/or Marketing
• Fluent written and spoken English and Spanish language skills