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Senior Manager, Product Marketing
Adidas Group
Portland, OR, United States
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Purpose & Overall Relevance for the Organization:
• Digital Sports is building an interactive community on a foundation of data science, sport science and behavior science. A new app called adidas All Day was designed to engage consumers in healthy activities. At the core of this opportunity is our strategic purpose – to enable a healthier global population. The data we collect from users will help us better understand our consumers, enhance their experience with the brand and keep them engaged in a healthy lifestyle.
• The Product Marketing lead is responsible for planning and executing the activities that drive demand for the All Day product with the goal of driving an engaged community. .
• Key Responsibilities:
• Responsible for driving user acquisition for the All Day app.
• Lead the execution of communications with a team of experts who drive awareness and downloads through tactics including paid and earned media, partners, influencers, PR and events.
• Optimize communications mix for effectiveness vs budget and user acquisition targets.
• Leverage internal and external communications platforms to drive awareness of the All Day app.
• Maintain alignment with the product roadmap to support key releases of features and content and coordinate launch and release activities.
• Collect and analyze data about the product’s performance in the market over time and keep the product team informed.
• Identify ways to increase the product’s distribution to best reach the All Day target audience.
• Plan and execute market opportunities including campaigns, events, promotions and partnerships. Measure and share results with the Steering Committee and Product Owner.
• Collect market insights and translate the All Day value proposition into specific message for varied target audiences.
• Develop and execute media strategy, identify target media outlets.
• Oversee PR strategy and planning including a calendar for outbound communications about All Day and discovery content to the press.
• Develop and maintain a communications tool kit and guide the key messages and value propositions that are communicated externally at conferences and events.
Key Relationships:
• Product owner for All Day
• All Day Product Team leads
• Marketing/Comms team in Digital Sports and partner categories within adidas
• All Day Content Team
Knowledge, Skills, Experience and Abilities:
1. University Degree in marketing, business or communications preferable.
2. 5+ years industry and / or relevant work experience, preferably in mobile app development marketing
3. Experience and understanding of mobile marketing and growth hacking.
4. Experience with, and understanding of consumer centric mobile experiences.
5. Excellent organizational, interpersonal and communication skills.
6. Problem solving mind-set and ability to work on own initiative.
7. Ability to mediate and build consensus between cross-functional stakeholders with different objectives and perspectives.