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Sr. Director of Global Brand Creative
Adidas Group
Boston, MA, United States
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Sr. Director of Global Brand Creative
Purpose:
This role is responsible for the development and oversight of the Reebok brand narrative, expression and continuity thru 360 campaigns, x-category initiatives, BTL content and Identity guidelines.
Key Accountabilities:
• Oversee and direct the (1) Brand team, (2) Retail Communications team, and (3) Internal Creative Services (Reebok Productions) in the development of strategies, vision and marketing content.
• Lead the development and execution of the global creative strategy as well as align it with the Reebok Brand strategy and set-up key performance success metrics.
• Oversee the development of all brand advertising, creative services and retail communications to ensure high ROI.
• Drive the continued development of the brand’s positioning and identity.
• Implement best-in-class retail communications strategies and processes and drive through the BUs.
• Work collaboratively across the brand to prioritize marketing initiatives, set deadlines, and create actionable goals that increase brand awareness and sales.
• Ensure the BU creative content aligns with the strategic marketing direction for Reebok and represents a unified approach across all business units.
• Collaborate with BU teams and other marketing-oriented departments such as Asset Marketing, Influencer Marketing and the Instructor Team to ensure assets and partners are being leveraged and the brand is being communicated accurately.
• Drive all creative agency relationships in the strategic, creative development process and execution of all global advertising campaigns, including television, print, outdoor, digital, activations etc. as well as all global retail communications, including Retail Tool Kits (wholesale, owned, RSM and ecom) premium and standard.
• Oversee the development of consumer-facing creative (social content, PR content, retail graphics/tools, events coverage, HR content, building graphics, etc.), as well as internal sell-in videos, graphics, tool kits, product imagery, etc.
• Work closely with the Consumer Insights group to develop insights that help drive the development of the brand message, architecture and advertising/retail/digital approach. Ensure appropriate qualitative and quantitative research is conducted to ensure overall brand success.
• Work cross-functionally with the Newsroom and Media teams to ensure brand consistency, calendar sequencing, market amplification and overall impact is achieved.
• Work directly with the Brand Directors and Brand Activation Leads in the Markets/Regions to ensure creative strategies are executed consistently. Participate in market visits, information gathering and feedback sessions to constantly improve the groups understanding of market nuances and build relationships and partnerships overall.
• Manage agency fees/SOWs, creative production budgets and T&E across all three teams. Develop strategies to ensure the budget is allocated in an efficient and effective manner across advertising, creative services and retail communication channels.
• Partner with Global Product Design team to jointly crystalize and express how the brand purpose and values could/should influence future product design strategies.
• Work with several Trade Marketing teams by presenting and selling the brand’s communications vision directly to Key Accounts (DSG, etc.).
Knowledge, Skills and Abilities
• Strong team player and a leader
• Strong communication and presentation skills with keen business acumen
• Ability to enroll key stakeholders and gain support for initiatives
• Balance of strategic and executional skills
• In depth understanding of local markets’ consumers, accounts, economic environment and commercial needs
• Proven track record of leading, developing/directing a team in a matrix organization
• Strong communication and presentation skills with keen business acumen
• Ability to enroll key stakeholders and gain support for initiatives
• Excellent creative & ideation skills
• Deep understanding of target consumer and strong cultural connection to category, fitness, fashion, entertainment, sport and media
• Strong understanding of efficient tools in communication
Qualifications
• Bachelors degree (or equivalent experience)
• Minimum 15+ years global cross functional marketing or agency experience
• Deep understanding of target consumer and strong cultural connection to category, fitness, fashion, entertainment, sport and media
• Deep understanding of efficient and innovative tools in communication, specifically digital and social