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Manager, Brand Communications, Football
Adidas Group
Seoul, , South Korea
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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.
Create and execute Business Unit brand communication campaigns for all channels (where required and approved by Global).
Key Responsibilities:
• Provide input into the overall seasonal, annual and strategic business plan for the Business Unit.
• Provide input into the creation of the market brand calendar, including Omni-channel activation.
• 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.
• 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.
• Manage and monitor the media activity report and efficiency analysis.
• Build and maintain close collaboration with media partners, PR agencies and Co-marketing partners.
• Develop and implement PR event programs to efficiently support brand activities and share the PR media coverage, events result & ROI analysis on a monthly base.
• Allocate Business Unit flexible MWB across the marketing mix to best improve brand and business KPI’s
• Ensure Business Unit brand plan executional excellence and monitor and report on performance against the brand and business KPIs.
• 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.
• Collect consumer insight and market research information of Business Unit based on locally relevant target consumer.
• Relevant KPIs include:
-. BU market share
-. BU market sales vs plan
-. Omni channel traffic
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 5 years of marketing and/ or communications experience
• Fluent in English
• Fluent in local language (if applicable)