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Manager, Marketing Activation, Direct to Consumer - eCommerce
Adidas Group
Tokyo, , Japan
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Purpose & Overall Relevance in the Organization
The goal of the eCommerce (eCom) team is to deliver one integrated consumer journey to create a premium and seamless experience so that we not only meet their expectations, but also exceed them while meeting our targets when a consumer leaves our touch point.
Position Summary
The Marketing Activation Manager will have a track record of data driven decision and entrepreneurial spirit to focus on growing our e-Commerce business, and will drive and execute the marketing activation campaigns across Japan eCom to inspire and build profitable relationships with our consumers. The Marketing Activation Manager is accountable for maximizing several product categories of the eCommerce business through our marketing activation calendar planning and end-to-end campaign management for the complete consumer ecosystem (e.g. from SEO, SEA, Retargeting, Affiliate Channels to Onsite and CRM programs).
Key Responsibilities:
• Implement the GTM process of several product categories from an eCom point of view and lead alignment with other stakeholders
• Manage how the activation/campaign appears on-site (i.e. “What the consumer sees” and flawless operations from briefing and/or assets creation to publishing on time to achieve the business target)
• Plan Japan eCom marketing calendar for several products of eCom categories based on Overall brand & divisional priorities, Key product launches & highlights, Commercial opportunities, Local market inputs, and Consumer insights & needs
• Develop the campaign strategy (content & channel best practice) based on campaign reports, insights, competition benchmark, and consumer insights
• Meet KPI and target by launch to meet the eCom targets under the team
• Develop the campaign launch process from scratch to roll out Campaign concept briefing, Content creation , Onsite and eCRM set-up & publishing, Timely efficient launches of all agreed activations, and Alignment with Acquisition & eCRM
• Document all activations by monitoring results vs Objectives/KPIs with support of Business Planning/Web Analytics team.
• Proactively test, investigate & coordinate to resolve campaign issues (e.g. consumer flow, links, on-site presentation, data discrepancies, technical issues, etc)
Knowledge, Skills and Abilities:
• Entrepreneurial mindset – Results & Profit oriented
• Self-motivated and well-developed business acumen
• Demonstrate the ability to use creative thinking and innovation to solve complex problems specifically in the area of marketing
• Strong analytical skills, fact based orientation in decision making, excellent project management skills with flexibility to manage ad-hoc issues
• Able to present confidently and persuasively in front of large groups
• Highly skilled in creative brief writing; Manage the creative process from concept to review and final sign off
• Analytical and independent problem solving skill to moderate complex problems
• Have strong communication skills - you should be able to adapt your message to your audience, be it developers or executives; Convince others inside and outside the organization to accept modified standards or concepts with common desire to reach agreement, but with differing opinions about the procedure
• Have strong skills of personal organization management, project & time management, and prioritization abilities anticipating business needs
• Detail-oriented and highly organized approach to work
• Able to work independently and be a solution-oriented thinker and simultaneously work with collaborative and team-focused attitude
Requisite Education and Experience / Minimum Qualifications:
• Bachelor degree in Business, Marketing, Communications, or related field
• Minimum 3 years of working experience in Online marketing, eCommerce, Digital Traffic Management, or Digital Assets field, ideally with a background in sporting goods
• Experience in working with internal stakeholders and external agencies to establish efficient and scalable processes
• Minimum 1 year-experience in delivering a consistent brand identity and tonality
• Strong understanding of consumer business, eCommerce, Retail, and competitive business environment and consumer behavior
• Experience of defining a longer term roadmap for optimization across an eCommerce business
• Ideally have experience of working internationally and in settings requiring cross-cultural sensitivity
• Advanced Excel skills and exceptional attention to detail; Highly proficient in spreadsheet analyses related to marketing and sales KPIs
• Fluent English skills and Fluent Japanese preferred
Key Relationships:
• DTC eCommerce Team
• External Agencies
• Brand Marketing Department
• FP&A Department
• Retail Department
• Retail Marketing Team
• Global DBC Team
• Local Digital Marketing Team
• eCom Global Creative Team
• DTC Merchandising Team (including Merchandising Planning)
• MOPS/CTC Department
• Newsroom/PR