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Senior Director Brand Communications
Adidas Group
Portland, OR, United States
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Purpose
Lead through consistent ownership and oversight across all market category sub-units Omni-Channel Activation Plan and across Market strategies, campaigns and activation through a consumer demand-creation process.
Key Accountabilities
• Execute and/or coordinate the execution of the Global Omni-Channel calendar (including any locally planned and globally approved Market-specific initiatives) with a focus on Wholesale and Own Retail (including Franchise, if applicable)
• Ownership Responsibilites include:
◦ ATL Brand level Advertising
◦ Seasonal Brand Comms Planning/calendar
◦ MWB/Operations
◦ Agency Management / selection
◦ Horizontal concepts
◦ Creative updates/accountability to the Board
• Oversight Responsibilities include:
◦ Development / teachings / advisement for Category Directors
◦ Category owned Seasonal Integrated Comms plan
◦ Creative briefings / development rounds
◦ Shared role with GM in Creative approval
• Ensure that Reason To Believe (Sell-in) and Reason To Buy (Sell-Out) are equally supported via integrated concepts and measurable KPIs. Growing both the brand and the categories to mutual benefit
• Partner with the Global Strategy team to roll out brand platforms, concepts and measurable KPIs
• Ensure all Category Communications Directors are managed to and deliver on the same brand building strategy
• Centralize the concept development of Reason To Believe (Sell-in) brand concepts, large scale brand advertising initiatives, and ATL category initiatives
• Partner with Category Communications teams to brief, select agency, manage concept and product content
• Central oversight of agency roster and selection will insure that pricing and production are consistent and that creative work is held to the same caliber across the brand and categories
• Assist in the creation of seasonal account plan that outlines aspects of activation, both in-store and out-of-store
• Deliver appropriate channel activation sell-in tools at Sales Launch period
• Plan resources to guarantee optimal execution at Points of Sale (space planning, merchandising, Point-of-Sale ordering, Visual Merchandising planning, etc.)
• Brief agencies to execute the Retail Space Management projects and Point-of-Sale campaigns
• Monitor and measure performance through determined business KPIs
• Provide feedback to the Market Wholesale, Retail and eComm teams releated to toolbox readiness and the performance of concepts
• 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
Knowledge, Skills and Abilities
• Progressive experience in brand marketing and/or sales (sporting goods industry preferred)
• Leading and managing a diverse team (incl. remote management)
• Proven project management experience
• Advanced user of MS Office suite
• Experience in both market and above market organization preferred
• Excellent verbal and written communication skills
• Strong presentation, planning, and analytical skills
Qualifications
1. Bachelor’s degree (B.A.), with an emphasis in Marketing/Business/Sales preferred, and
2. At least 8 years sports or other product marketing or related experience, 5 years at the managerial level in the Sporting Goods Industry.
3. Equivalent combination of education and/or experience may be substituted for degree.