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Senior Specialist, Brand Communications
Adidas Group
Seoul, , South Korea
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Senior Specialist, Brand Communications, Originals & NEO
Purpose & Overall Relevance for the Organisation:
Implement brand communications for the specific categoryand ensure 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.
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.
• Implement 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.
• Execute Business Unit campaign in collaboration with Global BU and Market BU.
• Support to develop, plan and manage Business Unit event activation.
• Define and identify locally relevant target consumer based on Global strategy.
• Generate and consolidate data and assist to 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.
• Review and monitor the media activity report and efficiency analysis.
• Support to 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.
• 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)
• Good understanding of the consumer campaign process from brief through to execution
• Proven communicator in both written and verbal
• 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)