Manager, Brand Communications


To ensure perfect planning and execution of the Category Brand Communication plans in Canada for designated categories and/ or partnerships. Serve as the primary day-to-day lead for key internal programs and external agency partners that extend across Category and Brand initiatives. 


Key Responsibilities (Functional):  

  • Lead in strategic communications planning phase for each designated category in close collaboration with the Sr. Manager, Planning and Brand Communications and the BU Merchandising lead(s).
  • Align with BU team(s) to develop a yearly calendar of product launches and stories to inform key departments across the business
  • Lead in the development and communication of strategic planning, calendar and tool kit preparation. Responsible to update DTC, Ecomm, Trade, RSM and Digital teams in order to align on planning and final execution
  • Responsible for driving the creation of a comprehensive multi-dimensional Category Brand plan to be used to inform all brand activation interphases (campaigns, PR, instore, EIM, Spoma…)
  • Responsible for the daily management of internal and external resources (agencies/ vendors) in campaign briefing and execution
  • Maintain a deep operational relationship with Merchandising leads/teams to ensure full coordination of brand activities and compliance with brand activation calendar
  • Maintain close strategic ties with US and Global category counterparts to inform global asset creation ensuring all local BU needs are met
  • Work with Trade, DTC and Digital teams to adapt and align on localized tools. Provide all final tools for execution across all channels
  • Where necessary, lead in creation of tool kits to support local BU priorities in close partnership with US/Global colleagues
  • Responsible for leadership of internal teams, key partnership and agencies in program briefing through to the creation of multiplatform content based programs.
  • Work with the Digital team to develop Digital/ Social (brand/category) marketing strategies
  • Respond to sponsorship requests
  • Participate in brand/ category presentations as required, assisting in presentation development
  • Provide the retail brand ambassadors with all required product knowledge, brand programs and content to deliver compelling, first-class PK sessions for retail partners and sales associates
  • Develop, coordinate and manage all purchase orders, invoices and necessary documentation for finance sign off on all budgeted programs. File and manage all documentation for future reference
  • Monitors budgets by comparing and analyzing actual results with plans and forecasts.
  • Updates job knowledge by participating in educational opportunities; reading marketing publications, etc.
  • In partnership with the merchandising and trade marketing teams, lead seasonal changeover of marketing collateral in adidas showrooms, lobbies and meeting rooms to ensure consistent brand messaging at all times.
  • Working with PR firm, establish a base of editors and stylists for product placement. Determine a strategy around influencers and continue to monitor and measure ongoing success, adjusting when required
  • Coordinate the collection of all media coverage with communication to appropriate adidas team members, Sales, Finance and SLT/ELT
  • Develop North American and Global PR contacts to ensure collaboration and information flow for the development of Canadian programs
  • Collaborate with Sports Marketing and team on all brand events, coordinating and providing clear direction for final execution
  • Working with Sr. Digital and Brand Media Manager, develop and manage local category digital strategy and executions
  • Maintain a deep operational relationship with U.S. Communication Category leads, Global Brand Communications and channel heads to ensure full coordination with brand activation calendar.
  • Manage and lead events to ensure a consistent and consumer relevant message is brought to life in the Canadian market across all key touchpoints
  • Manage consumer knowledge and competition knowledge tools and processes with internal and external partners
  • Responsible for creating the Category Brand KPI tracking metric for each year and continued sharing across the business
  • Collaborate with the entire Brand Activation team to provide monthly updates to the entire business


Key Relationships (Global): 

  • Global & US Communication Teams, Director/Manager/ Coordinator, etc.
  • Mediacom
  • Newsroom  
  • PR  
  • EIM
  • CTC


Key Relationships (Internal): 

  • Brand Activation
    • Trade, DTC, Digital and RSM
  • BU – Merchandising
  • CTC
  • DTC / Ecomm
  • Finance
  • Sales / SSE
  • Demand Planning


Knowledge Skills and Abilities:

  • Manager with significant marketing knowledge and experience in sport and/or fashion/lifestyle categories.
  • Fluent in English (writing and verbal)
  • A team player with strong interpersonal skills
  • High level of organization with a structured, methodical way of working
  • Advanced skills across all Microsoft office software
  • Good at building relationships across a variety of levels
  • Strong negotiation skills


Requisite Education and Experience / Minimum Qualifications: 

  • University or College Graduate. Major in marketing preferred.
  • 3- 5 years of marketing experience.
  • 2 years+ experience managing communications in a leading sports/and or fashion brand environment



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:  Manager, Brand Communications

Brand:  adidas
Location:  Woodbridge
TEAM:  Marketing & Communications
State:  ON
Country/Region:  CA
Contract Type:  Full time
Number:  412768
Date:  Jan 13, 2022