Director Key Cities Activation, West Region

Purpose & Overall Relevance for the Organization:


  • Establish and measure Brand leadership in the key cities with targeted cross-function brand activation plans.
  • Position adidas as the best Sports Performance and Sport Style brand in the region through maximizing innovative and inspirational brand exposure by recommending, planning and executing initiatives in instore communication, PR, consumer events, out of home, prints and grass-roots marketing


Key Responsibilities:



  • Understand national GTM plan, especially the marketing calendar
  • Pro-actively develop and recommend instore communications, PR, out-of-home, prints, events and their derived programs according to the regional marketing plan
  • Suggest investment flows of the regional marketing activities based on the regional specific preferences towards the promotional channel and the national marketing plan
  • Suggest how to strategically position adidas to convey the brand as innovative and inspirational
  • Provide input into the annual and quarterly regional marketing plan in close coordination with the local agency


  • Create comprehensive action plans for all regional brand communications projects with the aim to cost-effectively maximize brand and (new) product exposure
  • Identify how national communications can be adapted and implemented or developed to regional initiatives
  • Work closely with regional product teams to understand regional ranging plans
  • Develop rollout plans that are in line with the ranging plan, national marketing plan and time frame
  • Constantly liaise with Franchise Ops and Sales and with other communications disciplines to ensure smooth implementation


  • Proactively support all national brand asset activities and all trade fairs and trade meetings with aim to position the brand as set out in the objectives
  • Identify regional communication opportunities, as well as opportunities for Co-ops & Co-branding
  • Transfer regional brand communications knowledge to sales teams and ensure consistent understanding towards marketing concepts among all sales persons to maintain a professional team image and a health brand image in front of customers and consumers
  • Present marketing concepts in detailed and illustrative manner on customer involved meetings to extend and promote adidas product and brand image to customers
  • Interact with customer on customer involved meetings to understand and digest customer demand and market trend, serving as first hand input for regional market calendar development



  • Deliver the marketing plan at regional level with high quality
  • Manage the regional marketing plan and strategies so as to align with the company marketing plan
  • Manage and oversee all aspects of communication, product marketing, trade marketing and sports promotion activities; secure high quality implementation of all marketing initiatives
  • Assist in sourcing of all (locally produced) Brand Communications material at the lowest price while still maintaining good quality and adidas standards
  • Assist to provides briefings to the Retail team to convey the desired presence and image at retail
  • Implement quality control systems for production of all materials containing adidas logo
  • Co-ordinate all launches of relevant material with regional ranging and sales team
  • Assist to establish and maintain system to track and restock inventories for all related materials
  • Maintain and co-ordinate processes with the Retail Department and the Sales department that ensure timely campaign in-store implementation around the country
  • Track and post evaluate campaign performance by conducting or coordinating research and tracking project development, and then collating results into regular quality reports and hand in to HQ team



  • Propose the regional marketing working budget proposal to support the regional marketing plan
  • Maximize use of the budget
  • Ensure appropriate and ethical use of budget
  • Ensure information requirement for Finance Dept, and that all financial information provided is accurate, timely, and properly formatted


Systems and Processes

  • Work out the progress report to track planned programs
  • Implement control systems to guarantee high level of integrity
  • Maintain process to ensure the company purchases the right services



  • Serve as specialist for sales team on product and marketing plan knowledge



Other job-related work assigned from leader


  • Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)
  • Execution excellence in brand concepts/stories
  • Market share in key cities
  • Share of voice in key cities


Key Relationships:

  • Category Brand Communication;
  • Omni-channel retail marketing team
  • Sports marketing team
  • Retail team
  • Wholesale team
  • VM team


Knowledge, Skills and Abilities:

  • Advanced user of MS Office suite of products
  • Fluent in English/Mandarin
  • Strategically  minded with strong executional abilities
  • Excellent presentation skills
  • Inspirational leader
  • Strong ability to collaborate with cross function team


Requisite Education and Experience / Minimum Qualifications:


  • University degree in Business, or equivalent professional experience, ideally with Marketing and Sales experience.
  • 8-10 years of broad commercial / brand management experience, with a distinct track record of success and high level of knowledge in brand activation area;
  • 5-10 years of leading and  managing a diverse team (remote management)
  • 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 Key Cities Activation, West Region

Brand:  adidas
Location:  Chengdu
TEAM:  Marketing & Communications
State:  SC
Country/Region:  CN
Contract Type:  Full time
Number:  354229
Date:  Nov 26, 2021