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Senior Digital Communications - Brand Innovation
Adidas Group
Amsterdam, , Netherlands
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Purpose & Overall Relevance for the Organization:
Brand innovation concepts are a NPS key driver for the adidas brand. Digital channels play a critical role in our brand ecosystem and more specifically in bringing innovation to consumer at scale and as a rich experience.
The Senior Digital Manager role defines the strategy, produces and implements the tools for all horizontal Brand Innovation concepts and campaigns across all digital touch points. He/she designs a seamless and connected digital Omni channel experience across .com, e-Retail, mobile web, mobile apps, social, email, search and media to the physical retail experience (enhanced by digital content) with the aim to achieve the overall Brand Marketing goals and objectives.
Given the nature of the task and the strong focus on digital channels - this role plays a very intricate part in developing the overall Brand
Marketing strategy mix together with the communications manager lead. He or she needs to have a strong strategic mind set, a flawless expertise of all aspects of digital production across touch points and channels (digital web/ecom/mobile/crm/social) as well as an experience in connecting retail through digital. He/she also has a good understanding of digital media landscape and overall influencers marketing. Finally the role requires active involvement on optimizing the e-Commerce journey across markets which requires collaborating on ranging and merchandising plans.
The Senior Digital Manager oversees the overall digital budget as well as the local markets to make sure that the strategy and initiatives defined are flawlessly executed. This person needs to be a great collaborator with a passion for innovation, technology, consumer experiences and brands.
Key responsibilities:
• Create an effective digital strategy for brand Innovation concepts based on key objectives.
• Design digital ecosystem, user journey and connection planning across touch points.
• Define the digital initiatives that live within that strategy across touch points.
• Drive planning and implementation within global weekly DTC calendar.
• Manage digital asset creation efforts.
• Oversee all production of tools and activities across platforms.
• Manage creative and production agencies/partners.
• Align content & connection planning with UX/CX teams.
• Drive the implementation and follow-up across all markets.
• Implement consistent campaign / activation evaluation based on business/brand KPIs.
Key expectations for that responsibility:
• Integrate with cross-functional departments to ensure flawless execution and seamless connection plans: e-Com, IT, Media, PR, Customer Service, CRM, Retail, etc.
• Lead local markets and oversee the collaboration with them in order to.
◦ Maximize assets and worldwide investment
◦ Align local executions with global brand direction
• Define and establishing external resources and partners to service the global strategy and initiatives within it.
• Manage and get the best return from the allocated budget.
• Create future campaign strategy based on the evaluation of analytics and measurement reports on the current status of our online platforms and campaign case studies of consumer insight, adidas brand information, specific innovation trends and other relevant data.
• Utilize internal resources (analytics and research) to deliver consumer insight which informs the global strategy and behaviour of the brand in digital media.
• Deliver innovative and leading executions in digital media.
• Develop and distribute documentation of project information with internal and external groups.
• Set up and manage the resources needed to deliver additional insight which can influence digital strategy and initiatives.
Key Relationships:
• Global: Brand Marketing Management, Brand Strategy, eCom UX/CX, CRM, Retail Marketing, CtC/Merchandising, Platform, Publishing, Digital Experience, Global Newsrooms
• Markets: eCom Marketing, Brand Marketing, Own Retail
• External: Creative and Media Agencies
Knowledge, Skills and Abilities:
• Strong strategic skills and ability to turn goals into strategies and strategies into initiatives.
• Deep knowledge of and ever changing digital media landscape across touchpoints.
• Wider understanding for brand storytelling
• Strong commercial knowledge and business acumen.
• Advanced experience in project management – including critical path management to deliver projects on time and within budget.
• Extended experience with digital production process and technical nature of developing digital marketing initiatives.
• Strong influencing skills and interpersonal skills (e.g. communication, cross-functional collaboration)
• Ability to collaborate and manage platforms and tools used by multiple functions.
• Demonstrated understanding experience delivering solutions or services via new and emerging web technologies.
• Experience partnering with and leading internal resources.
• An ability to articulate which elements of digital marketing are suitable for different campaigns and how they deliver results.
• Detail-oriented and highly organized.
• Driven by innovation and technology.
• English (spoken and written).
• Working knowledge of:
◦ Office software,
◦ Development languages (including but not limited to: HTML, DHTML, Flash, Javascript, XML, asp, java, CSS),
◦ Analytics systems,
◦ Standard CMS platforms; and,
◦ Digital channels (social, owned properties and emerging technologies).
Requisite Education and Experience / Minimum Qualifications:
• Bachelor’s or Master’s Degree in Marketing, Communications, Design, Business or a related field
• 5 years digital marketing experience managing creative and technical teams.
• 10 years of relevant work experience in an international marketing environment.
Take a glimpse into working at the adidas Amsterdam: goo.gl/ExrFRP