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Senior Manager Brand Communication Football Sports Marketing Western Europe (m/f)
Adidas Group
Herzogenaurach, , Germany
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Europe is changing fast: country borders become less relevant for both our consumers and customers. They are looking for the best product and they want it fast. To continue to lead the game on our home turf, we have decided to go forward with one aligned strategy across Western Europe. This strategy combines the potential of our innovative brands and cutting-edge products with excellence in routes-to-markets and back-office functions. Now is your opportunity to join this team. Western Europe is a market of 4 clusters (Central, North, South, France and Iberia) with an annual sales value of around € 4 billion, handling both brands adidas and Reebok across all channels.
Purpose:
The Senior Manager Brand Activation/Sports Marketing defines and drives the WE football sports marketing portfolio. He/She is responsible for constantly creating ideas how to best activate players and all other assets in social media and all other digital media.
The Senior Manager Brand Activation / Sports Marketing ensures a perfect brand endorsement with the objective of driving traffic in retail (off- and online).
Key Accountabilities:
• Responsible for the digital strategy within the Business Unit, including which tools, activities and execution will deliver the best return, in alignment with the Director Brand Communication BU Football.
• Monitor that the strategy and initiatives are flawlessly executed.
• Coordinate agencies (if needed) on the creation and development of digital campaigns and initiatives.
• Work with cross-functional departments to ensure flawless execution and seamless connection plans including:
• eCom, Media, PR, Customer Service, CRM, all channels, etc.
• Create activation ideas and plans (brand and all channels) to best utilize the existing asset portfolio.
• Propose next-generation assets that can play an important role with regard to digital activation.
• Research and coordinate external resources and partners to service the global strategy.
• Process and suggest priorities in order to get the best return from the allocated budget.
• Coordinate and distribute documentation of project information with/to internal and external groups.
• Utilize internal and external resources to deliver consumer insights that keep the Business Unit up to date
• Plan, monitor and challenge the brand’s asset portfolio with regard to the needs of creators.
• Strategically work together with Global as well as markets to get the best sports marketing line-up in the industry.
• Ensure 100% endorsement for all kinds of assets and work together closely with execution teams on the ground.
• Together with BU Analyst define and agree on a fair share budget allocation for WE symbols with worldwide reach.
• Be in close contact with legal with regard to any kind of contract specifics affecting the “new way of contracting”.
Knowledge, Capabilities and Experience:
• Good interpersonal/communication skills and level of strategic thinking.
• Strength to stand strong headwinds internally and externally
• Experience in marketing digital campaign development and execution
• Sports marketing experience
• Mental access to the world of sports marketing (the sport, the agencies, off-pitch glamour, etc.)
• Deep understanding of an ever-changing marketing landscape
• Experience with digital production process and technical nature of developing digital marketing initiatives
• Ability to collaborate and manage platforms and tools used by multiple functions as well as ability to manage and/or collaborate with internal and external cross-functional groups: Product Marketing, Communication, Social, Digital.
Qualifications:
1. Working knowledge of:
2. Office software
3. Analytics systems
4. Standard CMS platforms
5. Digital channels (social, owned and emerging technologies)
6. Understanding of and passion for the sports and fashion/entertainment industry
7. Good presentation and organizational skills
8. Degree in Marketing, Communications, Retail, Digital or related field. Master degree/MBA a plus
9. 6+ years’ industry and/or relevant work experience
10. Fluent written and spoken English language skills