Sr.Mgr. Brand Activation Reebok

Purpose & Overall Relevance for the Organization:

  • Be the brand´s face and voice, internally and externally, in the cluster.
  • Steer the execution of the LENA Brand Strategy, ensuring consistent deployment throughout LENA Cluster, delivering on all relevant Brand KPIs with focus on NS, DBC(% of NS), NPS, ONE marketing calendar.
  • Focus on building an efficient and effective relationship with channels, contributing to the Reebok sales target plan:
  • -WWTW: with focus on NS, store grid growth, MS% growth, level of service, FPST growth.
  • -DTC: with focus on: Traffic, Conversion, Productivity and DCC(% of NS).
  • -Ecom: with focus on NS, traffic, UPT, ASP, bounce back, CRM.
  • Develop and steer the Go-to Market plan for the respective cluster in accordance with global guidelines. Implement and execute all activations along the defined ONE EM brand calendar, including BU Performance Activation, BU Classics Brand Activation, PR and Research, Digital Marketing as well as E-Com Marketing and CRM. 
  • Drive business decision making process together with Channel heads and functional roles i.e. Finance and SCM, to secure an alignment with EM Hub and Global strategy, and achievement of targets (NS, DBC, SBP, NPS. 
  • Develop and Steer SBP for the Brand Reebok, per category, per channel (DTC, Wholesale and ecom), in accordance with EM Hub guidance and strategy. Be the first point of contact for EM Hub for any financial, operational, or marketing topic.
    Key Responsibilities:   
  • Execute with excellence the Global, EM Hub Strategy and LENA strategy
  • Drive the SBP process for the cluster to ensure alignment between financial targets and GTM strategies
  • Secure the achievement of the main Brand KPI’s, with focus on NS, DBC, FPS, DTC traffic and conversion, NPS, eNPS.
  • Drive the budget process within the cluster, per channel, per category, for the Brand Reebok, and proactively engage with cross-functional peers and departments as Finance, SCM, and Channels to align and ensure the achievement of those channel and category targets.
  • Be part and proactively drive the monthly RFC and IBP discussions and decisions, identifying opportunities and mitigating risks, in conjunction with Channel heads and FD’s. Communicate monthly results to EM HUB in advance and with clarity, in order to facilitate the consolidation of results and achievement of plans for the brand Reebok at EM HUB level.
  • Be part and proactively engage and align with cluster channel team (whs, DTC, ecom), to secure excellence in execution of the Brand Reebok sell in process, marketing calendar, excellence in assortment planning and monthly phasing of the products, including key marketing supported products, excellence in consumer journey, and the subsequent achievement of main Reebok KPI’s, per channel.
  • Be part and proactively engage with cluster DTC team, with focus on marketing calendar and MWB allocation around key campaigns, VM planning, ISC, traffic, conversion, NS, Productivity, DCC (% as of NS).
  • Secure JOM resources will be allocated to Brand Reebok from wholesale channel, in alignment with EM HUB, to achieve desired agreed targets, with a clear focus in WWTW. Be active part of the Account Management process for WWTW as defined by Senior WHS director EM Hub and cluster WHS director, from sell in to sell out, securing the right level of service and the achievement of the mutually agreed targets for those WWTW accounts.
  • Secure JOM resources will be allocated to Brand Reebok from Ecom channel, in alignment with EM HUB, to achieve desired agreed targets, with a clear focus in selected DPC and reebok.com. Be active part of the Account Management process for DPC as defined by Senior WHS director EM Hub, and cluster WHS director, from sell in to sell out, securing the right level of service and the achievement of the mutually agreed targets for those DPC accounts.
  • In conjunction with adidas BD in cluster, secure JOM resources will be allocated to Brand Reebok around VM execution, Sales academy and MOPS within the cluster, in alignment with EM HUB strategy.
  • Develop and steer GTM plans by sub brand and/or business units, including account plans by category.
  • Oversee and streamline the MWB spending, as aligned with EM HUB, with focus on blockbusters.
  • In conjunction with BA EM HUB, and cluster BA team, improve and drive the media planning process using EM HUB guidance through centralized agency services, with EM HUB selected partners (Mediacom for media planning and buying, H&K for PR and SM).
  • In conjunction with BA EM HUB, and cluster BA team, secure media planning and buying process in cluster is following media EM HUB and Global guidance. Improve deliverables of campaigns. Track and monitor performance of the campaigns and provide ROMI pre and post each blockbuster campaign.
  • Focus on digital and digital deliverables across all channels with specific attention to the DTC planning and activations, ecom marketing calendar around blockbusters, AND key consumer moments relevant to the cluster.
  • Lead and steer the alignment of global/local concept priorities, the identification of key business drivers of the cluster and the adaptation of global concepts to local specifics
  • Represent the commercial & product needs of the cluster to EM HUB.
  • Constantly analyze the business performance, identify business opportunities in the cluster and initiate action so clusters can meet needs of business and KPIs.
  • Sharpen the Brand positioning/perception. Strengthen the connection to athletes, consumers, sport stakeholders in the cluster.
  • Lead and steer the range selection process from the EM Hub range to cluster ranges and actively contribute to higher range efficiency, including a 100% adoption of EMMR.
  • Manage and direct the execution of global and local brand and sports marketing strategies/concepts. Elevate the PR and influencers strategy through SPOMA.
  • Manage the team to ensure the cluster has the proper tools to implement the GTM strategies successfully and to have the correct level of support during the implementation
  • Define organizational structure, set objectives, and manage workloads and results to achieve goals while adopting best practices and achieving continuous process improvement
  • Ensure high employee engagement at every level through effective motivation, coaching, training, and development of personnel in the team
  • Cluster NS vs Plan.
  • Cluster DBC (% of NS) vs Plan.
  • Cluster GIM vs Plan (all categories).
  • Cluster PPU vs Plan.
  • Brand Health KPIS
    (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)
  • FPS for: WWTW in the cluster( including main DPC), ecom (reebok.com) and DTC.
  • DTC Productivity (as % over adidas productivity).
  • DTC DCC (% of NS)
  • DTC Traffic, conversion vs Plan.

    Key Relationships:
  • Sr Director EM HUB.
  • Cluster Channel Heads: DTC, whs, Ecom
  • Cluster SCM and Finance.
  • CtC EM HUB
  • Adidas BD in cluster.
    Knowledge, Skills and Abilities 
  • Strong leadership & management skills
  • Strong communication skills with his/her direct reports, but more importantly, with all the  counterparts he/she will have to influence and work with (Channel Heads, Brand Marketing, , Retail, Finance, Operations)   
  • Strong cross functional experience, across sales, merchandising, marketing, and retail, and if possible, Finance
  • Strong industry knowledge, across divisions—footwear, apparel and accessories—and across all BUs
  • Expert understanding of local Cluster’s consumers, accounts, economic environment and commercial needs
  • Strategy – ability to provide input to and implement strategy
    Requisite Education and Experience / Minimum Qualifications:  
  • 6-8 years of cross functional experience in merchandising/product, marketing, sales/retail required.
  • 3-5 years of experience in Sales required.
  • Bachelor in related field required, MBA preferred
  • Previous experience in managing a global matrix organization required
  • Industry experience required

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title:  Sr.Mgr. Brand Activation Reebok

Brand:  Reebok
Location:  Cairo
TEAM:  Marketing & Communications
State:  C
Country/Region:  EG
Contract Type:  Full time
Number:  250888