Manager, Digital Planning

Purpose & Overall Relevance for the Organization:

Grow our eCom business and implement the marketing activation campaigns in Football / HBS, and seasonal activation planning to build profitable relationships with our consumers and manage end-to-end campaign for the complete consumer ecosystem (e.g. from SEO, SEA, Retargeting, Affiliate Channels to Onsite, app and CRM programs)


Key Responsibilities:

  • Implement the GTM process of Football / HBS categories with collaborating with Category Brand Comms, especially from an eCom point of view, and lead alignment with other stakeholders
  • Manage eCom activation calendar, season promotion planning and execution (i.e. “What the consumer sees and flawless operations from briefing and/or assets creation to publishing on time to achieve the business target) in collaboration with Buying team, eCom Strategy & Analytics team.
  • Make Japan eCom marketing calendar based on Overall brand & divisional priorities, Key product launches & highlights, Commercial opportunities, Local market inputs, Consumer insights & needs.
  • Implement the campaign strategy (content & channel best practice) based on campaign reports, insights, competition benchmark, and consumer insights.
  • Meet KPI and target by launch to meet the Com targets under the team
  • Drive the campaign launch process from scratch to roll out Campaign concept briefing, Content creation, Onsite, app and CRM set-up & publishing, Timely efficient launches of all agreed activations, Alignment with Acquisition & Membership
  • Report all activations by monitoring results vs Objectives/KPIs with support of eCom Business Planning/Web Analytics team.
  • Test, investigate & coordinate to resolve campaign issues (e.g. consumer flow, links, on-site presentation, data discrepancies, technical issues, etc)



  • NPS (category, key city)
  • Digital KPIs (traffic, CVR, new acquisition)
  • eCom Net Sales, DCC
  • Category Net Sales, Market share
  • Compliance to MWB guidelines
  • ROMI


Knowledge, Skills and Abilities:

  • Entrepreneurial mindset – Results & Profit oriented
  • Self-motivated and well-developed business acumen Demonstrate the ability to use creative thinking and innovation to solve complex problems specifically in the area of marketing
  • Demonstrate the ability to use creative thinking and innovation to solve complex problems specifically in the area of marketing
  • Strong numerical, analytical skills, fact-based orientation in decision making, excellent project management skills with flexibility to manage ad-hoc issues
  • Able to present confidently and persuasively in front of large groups
  • Highly skilled in creative brief writing; Manage the creative process from concept to review and final sign off
  • Strong communication skills able to communicate professionally and effectively face-to-face and remotely
  • Detail-oriented and highly organized approach to work
  • Strong PowerPoint skill and Advanced Excel skills and exceptional attention to detail; Highly proficient in spreadsheet analyses related to marketing and sales KPIs


Requisite Education and Experience / Minimum Qualifications:

  • Bachelor’s degree in business, Marketing, Communications, or related field
  • Minimum 2 years of working experience in Online Marketing, eCommerce, Digital Traffic Management, or Digital Assets field, ideally with a background in sporting goods
  • Experience in working with internal stakeholders and external agencies to establish efficient and scalable processes
  • Minimum 1 year-experience in delivering a consistent brand identity and tonality
  • Strong understanding of consumer business, eCommerce, Retail, and competitive business environment and consumer behavior
  • Ideally have experience of working internationally and in settings requiring cross-cultural sensitivity
  • Fluent English skills and Fluent Japanese preferred


Key Relationships:

  • Country Sr. Manager Digital Planning
  • Country Brand Activation teams
  • DTC eCommerce
  • Country Sports Marketing
  • Global DBC Team
  • APAC Brand Activation
  • FP&A Department
  • External partners (Agencies)

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, Digital Planning

Brand:  adidas
Location:  Tokyo
TEAM:  Marketing & Communications
State:  13
Country/Region:  JP
Contract Type:  Full time
Number:  242914