Director Brand Activation - MENA

Purpose & Overall Relevance for the Organization


Lead the execution of the Global Brand Strategy across the MENA region delivering against all relevant Brand KPIs. Ensure executional excellence and consistent deployment of a holistic brand marketing plan across all communication channels, in strong partnership with the wider brand leadership team.


Key Responsibilities:

  • Lead the Market Brand Activation team (Communication & Media Activation, Public relations/Newsroom, Sports Marketing)

  • Build, lead and develop a highly engaged team (incl. individual development and succession planning)

  • Responsible for the creation of a seasonal and annual brand marketing strategy and activation plan that lands the Global priorities and significantly improves Brand KPI’s;

  • Strong cross functional loyalty with brand and channel peers to secure that the brand budgets are maximised and positively influencing brand health and commercial KPI’s.

  • Drive and lead the MWB allocation process across BUs and Clusters/Country, in coordination with peer, coordinate input into global functions and monitor the execution (e.g. BMP) 

  • Responsible for category growth plans through execution of the brand strategy and budgets.

  • Ensure excellence  and collaborate with Digital Activation team in paid media & traffic marketing including shared KPI framework and management of media effectiveness program

  • Drive the translation of the global sports marketing strategy into a market framework, from identification to asset activation, including budget allocation recommendations.

  • Ensure excellence of seasonal concept activations at point of purchase in all distribution channels (wholesale, own retail, franchise,, eCom) 

  • Provide feedback and input on seasonal learnings to provide to Global CTC to help create better tools for the future 

  • Collaborate with Digital Activation team to increase digital thinking across the brand/BU’s in order to increase qualitative traffic to digital channels 

  • Drive the optimization of the different digital consumer touchpoints through the full funnel by driving the execution of locally relevant campaigns 

  • Define seasonal calendar and align with MENA Brand team and EM Brand management 

  • Plan and drive Trade Zone Strategy in partnership with brand leadership team within MENA, ensuring consistent execution and delivery against Brand KPIs.

  • Drive specific consumer research and actions relating to the findings across MENA and share relevant research with hub teams.



Knowledge, Skills and Abilities:

  • Ability to develop and implement strategy

  • Proven leadership and management abilities especially in managing a diverse team (incl. remote management, cross functional loyalty)

  • Strong presentation/communication, negotiation and influencing skills, especially with senior stakeholders within a global matrix organization. 

  • Broad Marketing experience, with a distinct track record of success and high-level Brand Communication knowledge

  • Strong cross-functional and stakeholder management experience across commercial functions (e.g. marketing, sales, etc.) and support functions (finance preferred), as well as different organizational levels (Global, Market, etc.)

  • Strong industry knowledge, across divisions—footwear, apparel and accessories—and across all BUs. 

  • Expert understanding of markets’ consumers, accounts, economic environment and commercial needs

  • Strong experience in managing budgets


Requisite Education and Experience / Minimum Qualifications:

  • 8-10  years of experience in marketing required.

  • University degree in Marketing or equivalent professional experience

  • Previous experience in managing a global matrix organization required 

  • Sporting goods industry experience required

  • Fluent in English, Arabic preferred

  • International work and cultural experience; substantial experience working in regional teams

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:  Director Brand Activation - MENA

Brand:  adidas
Location:  Dubai
TEAM:  Marketing & Communications
State:  DU
Country/Region:  AE
Contract Type:  Full time
Number:  497700
Date:  May 23, 2023