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Director Communications (m/f)
Adidas Group
Herzogenaurach, , Germany
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Director Communications - Asset Activation (m/f)
adidas Football is famous for innovation, technical excellence and above all, performance. Our boots are worn by everyone from the stars of the game including Paul Pogba, Lionel Messi, Luis Suarez, Gareth Bale and Manuel Neuer, through to the recreational players dreaming of the world stage on a Saturday morning.
Purpose
The Director Communications – Asset Activation is responsible for leading the strategic asset activation including strategy development and planning; holistic management, integration and execution/implementation of key global campaigns, product launches, grassroots executions and assets and community activations by leveraging sports marketing, account and other strategic asset partnerships.
They will orchestrate and drive an annual calendar of activities against brand and focus category priorities that is aligned with all elements brand and category strategy.
Key Accountabilities
• Partner with relevant BU product managers; Sports Marketing Managers and CtC Team to develop marketing and communication plans that drive the business unit and Brand and deliver effective communication activities relating to strategic partnerships and partner asset concepts.
• Understand Brand and Category Global activations and plan how to activate within the context of respective partnerships
• Maintain a comprehensive understanding of relevant partners and assets
• Understand the target consumers – creators, amplifiers and value consumers
• Envision short and long term communications strategy based on the global SBP and specific business unit objectives and drive the development of an effective asset activation planning strategy based on the consumer and marketing objectives.
• Develop comprehensive action plans for defined asset activation communications projects with the aim to maximize brand and (new) product exposure while maximizing efficiencies.
• Develop and deliver comprehensive guidance and direction to enable and empower team and stakeholders to ensure strategies and concepts are successfully implemented and executed.
• Remain up-to-date on the fast developing Media Environment in general and New Media technologies and opportunities in particular.
• Envision communication opportunities to best leverage asset partnerships for the Brand and coordinate day-to-day management with all other marketing disciplines: Digital, Social, PR and retail ensuring integrated cross-channel activation of assets and partnerships
• Select and steer global and local agencies across asset activation comms projects and activities for the business unit: agency briefing process and development of concepts and creative elements.
• Select and steer agency towards creative concept that meets objectives and works across disciplines, and global markets.
• Oversee development of asset activation communication tools from conception to implementation ensuring all projects are on brief and meet the highest creative standards.
• Work with relevant asset management teams in creating buy-in for strategies across the internal and external stakeholders
• Work with relevant markets/regions and all support functions to drive execution of the brand and category activation of partnerships
• Influence the Local implementation plan to ensure key city activation plan success
• Steer the Global Asset Activation communications plan and measure, monitor and benchmark performance with KPIs and targets in collaboration with digital analytics
• Implement real time and post-campaign performance evaluation by conducting or coordinating research and tracking in collaboration with digital analytics
• Owns and manages the respective asset activations communications and advertising specific budgets and spending strategies to ensure communication activities are developed with regional use and implementation issues in mind.
• Manage planning and coordination of use of BU assets in cross-category activation in collaboration with relevant categories ensuring successful multi-category use of BU assets
Knowledge, Capabilities and Experience
• Expertise in Brand Management, campaign activation and PR/communications, gained through operational and strategic exposure in a commercial business capacity
• Deep functional experience in Brand, Marketing PR/Communications,
• Strong understanding of Consumer Marketing and Consumer experience
• Minimum of Bachelor’s Degree; MBA a plus
• Change agent comfortable driving transformation and creating clarity within new and ambiguous climates
• Ability to work in a Matrix organisation with experience in influencing Cross-functionally and cross-culturally
• Proven leadership and managerial skills
• Very strong interpersonal skills (e.g. communication, negotiation)
• Proven methodological skills (e.g. business planning, strategic development)
• Extensive knowledge of the sports marketing industry
• Mental flexibility, initiative and determination
• Fluent in written and spoken English is a must. Skills and abilities in another language are a benefit
Qualifications
• Minimum of Bachelor’s Degree; MBA a plus
• Business: minimum 10 years’ experience
• Functional: minimum 5 years commercial experience in the sporting goods industry
• Leadership: minimum 3-5 years in management
• Cross-functional experience, ideally with Marketing field with a focus on Campaign activation involving sports marketing, entertainment, and/or other influential third party assets and partners
• Industry: sporting goods / retail / consumer goods / Entertainment / Gaming / Brands involved in Sport Marketing