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Director
Adidas Group
Dubai, , United Arab Emirates
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Director BU Football - Emerging Markets
Purpose & Overall Relevance for the Organisation:
Act as a Head of Category for the Emerging Markets in the definition of local short and medium-term objectives for the respective Business Unit. Implement Global Concepts-to-Consumer strategies in a locally relevant way working closely with the category leads and Sr. Director Marketing in each market within Emerging Markets, considering different consumer needs and distribution channels. Drive cross-functional Marketing execution ensuring one category voice reaches the consumer today, tomorrow and in the future.
Key Responsibilities:
• Contribute to the global strategic planning for the Business Unit via dotted line into the Global BU CTC.
• Develop a complete 3-5 year plan for the BU based on the adidas Group Strategic Business Plan and the respective Global BU's strategic plan.
• Provide leadership within the BU, effectively managing cross-functional working relationships with Category leads in each market within Emerging Markets) on vision, strategic objectives/ actions and financial targets as defined by Global.
• Drive a compelling range/concept selection for each market within Emerging Markets through the respective Category leads (including Category assortment packages across channels, as well as Key Accounts) within the CTC framework, balancing both Brand and commercial considerations, and supporting the overall business strategy.
• Consolidate LAC briefs from Category leads in each market within Emerging Markets and communicate to the Global BU.
• Consolidate inputs from Category leads in each market within Emerging Markets related to commercial trends and incremental business opportunities, and the effectiveness of CTC concepts and Brand Activation plans, and provide it to the Global BU.
• Develop Market-specific initiatives (e.g. event activation), where required and approved by the Global BU.
• Ensure BU global range is executed with excellence and optimized throughout each market within Emerging Markets.
• Continually analyze sell-in, sell-out ROI of key investments, to ensure they meet the financial expectations set out in the short- and mid-term goals across all channels, in each market within Emerging Markets
• Develop an annual marketing plan for the BU across the Emerging Markets.
• Manage the BU P&L and all Marketing related inputs (e.g. pricing, FOB, MWB).
• Direct Brand activation through Category leads in each market within Emerging Markets
• Create a Sports Marketing invest/divest plan and ensure asset inventory is effectively utilized.
• Provide Omni-channel BU forecast as part of IBP process.
• 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.
• Regularly visit and establish key relationships and build knowledge of the respective Categories in each market within emerging markets.
KPIs:
• Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent,)
• Market Share in each Market within emerging Markets
• Market Sales vs Plan in each Market within emerging Markets
• Market Direct Category Contribution vs Plan
• DTC traffic and conversion
• Efficient MWB spend in BU
Key Relationships:
• Senior Director Marketing in each Market within Emerging Markets
• Emerging Market peers reporting to the Vice President Brand adidas EM
• Global BUs
• Global Concepts-to-Consumer team
• Locally within EM North – Market peers reporting into Senior Director Marketing North along with channel teams (Retail, Franchise, Ecommerce, and Wholesale).
Knowledge, Skills and Abilities:
• Advanced cross-functional Marketing knowledge and Market experience in sport and/or fashion/lifestyle categories (sporting goods industry preferred)
• Leading and managing a diverse team (incl. remote management)
• Consumer-focused with deep product and range understanding and the ability to balance Brand and Commercial priorities to build channel- and consumer-specific activation plans that meet KPI targets
• Advanced user of MS Office suite of products
• Experience in both market and above market organization preferred
• Business Acumen (Budgeting, P&L responsibility experience)
• Open to travel regularly within the Emerging Markets.
Requisite Education and Experience / Minimum Qualifications:
• University degree in Business or a minimum of 8 years equivalent professional experience, ideally in Sales and/or Marketing
• Fluent in English