Director Culture Marketing

Purpose & Overall Relevance for the Organization:


  • Contribute strategy and initiative to connect the adidas brand to our target consumers through the use of global and local celebrities, media and entertainment.
  • Create association between the brand and individuals – influential peoples and to deliver these relationships as brand marketing assets in order to maintain the brand’s aspirational position and reach a wide audience.

Key Responsibilities:

  • Identify and engage local entertainers, trend setters and celebrity personalities whose influence within their specific circles to amplify and extend adidas’ aspirational position as leader in sports & lifestyle category.
  • Develop and leverage relationships with people of influence (globally and locally relevant celebrities and influencers, from actors and musicians to fashion doors and stylists) to help differentiate and better position the brand among core and potential consumers and to provide brand exposure through their performance on the field/court/pitch/stage
  • Initiate and negotiate artists and influencers’ contract along with internal legal support for best benefits for adidas brand.
  • Forge relationship with people who create fresh stories and further develop the stages of the brand as the dominant brand in entertainment influencer marketing and seize the opportunity to become the undisputed leader in this area
  • Ensure these ambassadors must represent the brand value for adidas and engage as adidas ambassadors in order to personalize and give energy to the brand
  • Strategically contribute to global brand campaign by defining celebrity and influencer partners as well as managing relationships through negotiation process
  • Strategically develop and manage film and television brand integration from placement targeting specific brand initiatives as well as leverage marketing integration to drive key commercial opportunities either at own retail, wholesale partners, etc.
  • Establish and maintain relationships within the Entertainment and Influencer industry, i.e. stylists, editors, industry VIPs, costumers, producers, directors, and actors.  Attend studio and film events and industry meetings for networking, when relevant.
  • Plan and execute EIM responsibilities within brand events, as well as EIM specific events.  This includes concept development, event planning, visual merchandising, monitoring collateral design, managing staff, celebrity outreach and event wrap up.
  • Oversee and execute all product ordering efforts for local EIM:  Includes forecasting, ordering and maintaining in-office product (Monthly stock orders, quarterly promotional forecasting, seasonal specialty product) across all brand segments.  Must maintain current product knowledge and clear target market objectives
  • Manage the work flow between the SP and SS brand communications team and the celebrities’ management for all production and event related preparation which are celebrity related. This would include tasks such as pre-shoot preparation , post shoot follow up, and event preparation.
  • To manage all administration relating to celebrity contract preparation, development and payment.
  • To manage all sponsorship related activities concerning the celebrities, not limited to product seeding, training courses, etc.
  • Assist and support Style team events planning and execution in cultural/ entertainment related filed.




•            Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)

  •        MWB ROI on celebrity/KOL contracts
  •        Artists interaction and engagement with adidas brand



Key Relationships:

  • External Entertainment contacts, PR/ Production agencies
  • Brand Marketing, Product merchandising, Retail and Sales, Regions.
  • Global EIM offices, Global Brand Marketing


Knowledge, Skills and Abilities:

  • Strong project management skills and an ability to work well in a team environment.
  • Strong understanding of and passion for fashion/style preferred.
  • Ability to be self-directed while working under tight deadlines.
  • Solid contacts in the fashion, lifestyle media industry.
  • Strong leadership skills.
  • Ability to build respect and trust with others both internally and externally.
  • Strong networking and interpersonal skills.
  • Ability to prioritize and oversee multiple projects in a fast-pace environment.
  • Ability to work under pressure


Requisite Education and Experience / Minimum Qualifications:


  • BA in public relations, communications, marketing, or related field required.
  • Minimum four 12 years PR marketing experience within a consumer / fashion company.
  • Management experience at a public relations agency.
  • Experience with integrated marketing campaigns.
  • Experience managing in a global & local matrix organization required
  • Advanced user of MS Office suite of products
  • 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 Culture Marketing

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  495402
Date:  Mar 16, 2023