Area:                                                                                  India Brand adidas

Department:                                                     

Direct Reporting Line:                                                      Senior Marketing Director

Indirect/secondary reporting line:                                   NA

Subsidiary/country:                                                                    India

Location:                                                                                         Gurgaon, India                           

GSMS Grade:                                                                                  M3

Number of Personnel Managed:                                      YES

Cost Center/Budget and/or Revenue Responsibility:     YES

Purpose and Overall Relevance for the Organization

To ensure positive development of adidas’ Brand image across all Omni-Channel touchpoints: Own Retail, Franchise, & Wholesale. The role will be responsible for planning and executing campaigns in stores across all channels and categories, to support sustainable and profitable market share growth in India. In addition, the role is responsible for supporting the profitability of all channels by positively impacting Traffic, Conversion, ATV, UPT and Profit Margin across all store formats through flawless executed consumer-relevant marketing campaigns, promotions, in-store communication, consumer journeys and visual merchandising.

Key Responsibilities:

Strategy and Priorities

• In alignment with external and internal stakeholders develop Omni-Channel Marketing strategies to deliver the brand plans across India, Key trade zones, Franchise Partners, Key Accounts and other partners.
• Develop GTM sell-in (showrooms) delivery from an Omni perspective, calendars and sell-out strategies across seasonal priorities for future seasons.
• Drive alignment across brand function on seasonal calendars, investments and instore and mall execution (with Brand Activation, Digital, Category Management and MOPS team)
• Plan, deploy and track the MaEx and Sales working budget across all applicable channels ensuring projects come in within budget and all budget is optimized.
• Work closely with all stakeholders on growth plans to ensure that business targets and Net Sales are achieved.
• Identify local Omni-Channel Marketing agency partners to negotiate, secure and appoint long-term partnerships in order to deliver high standard campaign executions.

Seasonal Omni-Channel Marketing Calendar Planning

• Define and own the development of the yearly Omni-Channel Marketing calendar across categories for each channel. This calendar includes campaigns, store openings, renovations, commercial moments and other local activations. (aligned with all Stakeholders from Brand activation to Retail teams)
• Development of the calendar will be aligned to channel and category sell-out targets across campaigns and other market related activity.
• Ensure flawless executions of all Omni-Channel Marketing campaigns, promotions and in-store communication tools.
• Ensure each campaign and/or project is effectively planned, delivered and evaluated against targets, ensuring that MaEx and SWB are optimized.
• Drive key projects like the Halo store openings, or any new format concepts.

Business Metrics

• Develop a deep understanding of the targets and performance of each channel, understanding which Omni-Channel Marketing levers need to be activated to impact KPI’s and Net Sales
• Work closely and cross-functionally with the channel teams to pro-actively assess any performance issues (such as persistently declining traffic) and develop the tactical Omni-Channel Marketing solutions in order to address with the Channels.

Team Management

• Effectively manage the team across locations
• Drive and role model the company values with the team.
• Promote a high-performance culture by setting clear expectations and individual goals.
• Evaluate the competencies of team members on a regular basis and provide prompt feedback and guidance to drive high performance.
• Take ownership of Talent Management processes to grow, develop and retain talent.
• Work closely with the other members of the Marketing team on cross functional topics.

Key Relationships:

• India Brand Activation, Category Management, MOPS
• India Channel heads and their teams (all Channels)
• HUB Omni channel team
• Market Omni-Channel agencies and vendors

Knowledge, Skills and Abilities :

• Advanced user of MS Office
• Solid business acumen and in-depth knowledge of Retail KPI’s
• Highly numerate with the ability to understand, analyze data and produce actionable insights.
• Solid interpersonal, networking and negotiating skills.
• Strong leadership, problem-solving and decision-making abilities

Requisite Education and Experience / Minimum Qualifications:

• University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
• 12 + years Retail or Marketing experience (minimum 3-4 years Retail experience is essential)
• 5-6 years management experience