Director Brand Communications, RN/FB/SPSP

Purpose & Impact on Organization:
The mission of the role is to build the adidas brand as the best sports brand in China through maximizing innovative and inspirational brand exposure by recommending, planning and executing initiatives in Above-the-Line, Online and Mobile Media. He/she will achieve this mission by:

  • Pro-actively developing and recommending advertising, new media strategies and its derived programs.
  • Planning and overseeing the development, preparation and implementation of the adidas communications campaigns, in above-the-line and below-the-line media and (mobile) Internet, including media planning and buying activities.
  • Pro-actively directing agencies and her/his team to maximize brand and (new) product exposure for adidas while maximizing integration with other elements of the marketing mix


Key Responsibilities:


  • Pro-actively develops and recommends integrated advertising, new media strategies and its derived programs according to the marketing plan
    • Suggests how to strategically position adidas to convey the brand as innovative and inspirational
    • Provides input into the annual and quarterly media/advertising plan in close coordination with the creative, media, digital, and PR agencies
    • Provides input into the annual and quarterly marketing plan and provides input into the brand asset plans
    • Strategically utilizes our global and local sponsored athletes/celebs/KOLs, teams, and events with effective communication initiatives to provide the authentic link to our technical product ranges
  • Creates comprehensive action plans for all product campaign projects with the aim to maximize brand and (new) product exposure while maximizing efficiencies
    • Identifying how global communications can be adapted and implemented or developed to local initiatives
    • Develops rollout plans that are in line with the marketing plan and time frame
    • Constantly liaises with Retail and Sales and with other communications disciplines to ensure smooth implementation
  • Proactively works with Sports Marketing, EIM and Retail Marketing teams in supporting all their brand asset activities and all trade fairs and trade meetings with aim to position the brand as set out in our objectives
  • Remains up to date on the fast developing Media Environment in general and New Media technologies and opportunities in particular
  • Identifies communication opportunities, as well as opportunities for Co-ops & Co-branding



  • Manages sourcing of all (locally produced) campaign material at the lowest price while still maintaining good quality and adidas standards
  • Assumes responsibility for the (legally) correct usage of the adidas trademarks and logos
  • Sources, establishes strong relationships and manages day-to-day activities with relevant agency partners and (media) vendors
  • Proactively directs the team to create the most innovative and creative ideas
  • Provides briefings to the Creative Services to convey the desired retail presence and image at retail



  • Develop and Manage category monthly budget plan based on agreed marketing calendar of a good balance of brand and commercial needs.
  • Follows, maximizes and controls the budget as set according to the Marketing Plan
  • Suggests future campaign budgets
  • Negotiates and develops quotations with vendors by setting clear objectives and expectations
  • Evaluates and recommends pricing levels for all campaign purchases

Systems and Processes

  • Develops and implements planning and execution processes, follows the marketing plan timely, and that maximizes brand and (new) product exposure
  • Executes and tracks the Brand Communications plan
  • Implements quality control systems for production of all materials containing adidas logo
  • Co-ordinates all launches of relevant material with Category Merchandising team and Sales department
  • Establishes and maintains system to track and restock inventories for all related materials
  • Develops, maintains and co-ordinates processes with the Retail Operations Department and the Sales department that ensure timely (in-store) implementation around the country
  • Post evaluates campaign performance by conducting or coordinating research and tracking project development, and then collating results into regular quality reports
  • Benchmarks the progress in the brand perception of the consumers
  • Is responsible for on-time and accurate provision of Commitment and Payment requests related to all Brand Communication projects
  • Fully optimizes integration with other Communications disciplines such as PR and Creative Services

Key Relationships:

  • BU
  • Brand Campaign
  • Retail Marketing team
  • Sports Marketing team
  • Global Brand Communication Team


Knowledge, Capabilities and Experience:


  • Manage Business (Processes and Projects)
  • Manage and Develop People
  • Result Orientation
  • Ability to lead and InfluenceOthers
  • Planning and organizing
  • Strategic Acting
  • Conceptual understanding of marketing as brand building tool
  • A passion for and an understanding of the category along with the desire to translate the passion into building the adidas brand in the region
  • Strong team player
  • Very high level of integrity
  • Communication skills, relationship management and empathy
  • Negotiation skills
  • Excellent creative/design/ art direction sense
  • Ability to multi-task and attention to detail
  • Ability to take calculated risks


Minimum Qualifications:

  • Minimum of 12 years’ experience in the advertising or communication dept. with an international brand
  • Previous experience in advertising, PR, and Creative Services in China; Previous experience with media in China
  • Knowledgeable about China sports and international sports/or fashion, lifestyle industry. An interest and desire to participate in and learn about sports i.e. a sports enthusiast
  • Excellent presentation and organizational skills
  • Exposure – Sports, brand/category marketing, trade marketing
  • Relevant China marketing experience, preferred
  • University Degree or above. Preferably in a marketing or communications related discipline.
  • Outlook – basic; Word – advanced; Excel – advanced; PowerPoint – advanced
  • Fluent in English and Mandarin (written and spoken).
  • Mandarin Chinese as native language preferred
  • Passion for sports

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 Communications, RN/FB/SPSP

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  462480
Date:  Jul 22, 2022