Purpose & Overall Relevance for the Organization:

Creating and implementing the overall digital Brand strategy for adidas in EMC, while ensuring alignment with the Global Brand Strategy to drive excellence in execution. Bringing in global best practices and technology advancements to grow the business. Leading and inspiring a team of digital marketers to set new benchmarks.

Key Responsibilities:

• Drive digital & social media strategy for adidas in EMC and lead a team of digital marketers to create and execute flawless brand marketing campaigns.
• Responsible for assessing the effectiveness of the Annual Media Strategy and campaign strategies & recommending optimizations.
• Analyze the competitive landscape, partner marketing and industry trends and consumer behaviors, and apply learnings/best practices to development of marketing strategies and tactics.
• Manage and enhance adidas brand image, position and reputation in the public's eye in accordance with brand guidelines, design formats and marketing principles.
• Oversee and manage several cross-functional teams and multiple projects simultaneously.
• Responsible for OTIF brand media marketing plans developing the most effective and efficient local brand campaigns.
• Identify new strategic growth areas and innovative media tools and ensure a learning plan is in place to understand effectiveness & scale.
• Accountable for the phasing and allocation of the Digital Brand marketing budget. Monthly, Quarterly and Yearly media planning and budget/revenue forecasting.
• Work cross-functionally with Brand, eCom and Retail stakeholders within EMC, Emerging Markets organization and globally to create synergies and explore & exploit opportunities.
• Own the relationship with media agencies and production vendors.

OTHERS

• Liaison with global counterparts to adopt and implement global tools like Media Mix Modelling to lead EMC into the next level of growth.
• Follow all the set protocols for approvals, documentation and budgeting in accordance with audit guidelines.
• Drive checks, monitoring/tracking standards, media trends, up-to-date global guidelines and provide timely feedback with action plans for effective market planning.
• Maintain a close watch on the financial aspects of all campaigns and programs, such as budgets, expenditures, timelines and ROI.

People Management

• Create a supportive work environment in which employees are coached, trained and provided with career opportunities through development.
• Continuously monitor and evaluate team workload and organizational efficiency with the support of data and team feedback and make appropriate changes in order to meet business needs.
• Provide team members/direct reports with clear direction and targets that are aligned with business objectives.

Key Relationships:

• Brand Comms, Omni, Key city and CTC teams
• Channel heads of DBC/DPC, DTC & WHS channel teams
• EM Brand organization – including BUs.
• Global Digital teams
• External agencies

Knowledge, Skills and Abilities

• Well versed with digital analytical tools, processes and all the latest technology advancements
• Solid understanding of the Digital & Media planning processes including benchmarking plans, media costs, consumer segmentation & consumer journey and new media trends
• Good understanding of the creative development process, layouts, and artworks
• Experience in forecasting, planning & managing large budgets split across multiple channels, markets and campaigns
• A deep understanding of audience management, analytics, reporting and optimization
• Ability to lead digital marketing activity across multiple channels, markets and languages
• Coaching and development of teams (clusters and agency).
• Ability to effectively develop and maintain relationships with and manage 3rd party partners.
• Working knowledge of Adobe Analytics, Google Analytics, Facebook Advertising as a plus
• Understanding of attribution modelling is valuable.
• Strong communication skills written & oral and ability to quickly build strong relationships.
• High attention to detail; strong analytical skills and excellent organizational & planning abilities
• Proficient in written & spoken English

Others

• Ability to work across multiple functions with exemplary cross-functional collaboration, resourcefulness and influencing skills
• Operate independently and efficiently to manage multiple tasks, media negotiations with professional judgement and discretion.

Requisite Education and Experience / Minimum Qualifications:

• Bachelor’s or master’s Degree required, with 10+ years relevant digital marketing experience (agency or client side)
• Additional experience in a digital start-up to be an added advantage
• Experience working with stakeholders and experts at various seniority levels
• Experience in managing the implementation/running of campaign delivery organizations
• Experience/involvement in working in and understanding of the adidas Brand Marketing organization is a plus