Manager Digital Content Planning (m/f/d)



At adidas we're redefining our digital presence with the aim of creating engaging experiences across all our consumer touch points that drive brand desirability and sales. Here’s your chance to be part of the team leading the charge. You’ll be part of the digital content planning team in our Global HQ in Herzogenaurach. We are a dynamic, collaborative and diverse team with a passion for sport, our consumers and our brands.  


As a Manager Digital Planning at adidas you will deliver consumer-focused digital content plans (both seasonal and ad hoc) that determine what campaign-specific content adidas should run across different marketing channels, based on adidas campaign and content strategy frameworks. Your task will be to interact with the business unit or key market in your scope of responsibility to create specific seasonal digital plans as well as develop toolkits as part of the implementation plan. Additionally, you will establish a strong digital footprint for every season, maintain key relationships, pursue opportunities, drive digital concepts and ensure delivery timelines including reporting and performance targets within your area of responsibility.




Scope - Accountable for specific deliverables or services within the seasonal planning scope.

1. Season Concept & Planning

  • Collaborate with DBC, business unit and market functions to embed agreed objectives and priorities into the digital seasonal plans.
  • Understand internal and external consumer and commercial drivers, e.g. reasons to buy, holidays, World Cup, throughout the season, that need to be delivered from digital perspective.
  • Contribute to digital plans for the season within your area of responsibility to include touchpoint calendars, contact strategy for personas/ content strategy/ asset creation vs. re-purpose vs. UGC (User Generated Content) including influencers/ seasonal KPIs etc.
  • Develop specific planning views that will allow to communicate expectations and to orchestrate the work with global and market functions: BU and market digital plans, BU content plans, global and market touchpoint calendars.

2. Communication 

  • Communicate plans to stakeholders within your area of responsibility, providing transparency on deliverables and timelines for the upcoming season, including creation and leverage of assets. 

  • Ensure all internal and external content creators in your area of responsibility are briefed to deliver against the content guidelines. 

3. Optimization 

  • Create, implement and share planning and content best practices with global and market stakeholders. 

  • Optimize seasonal plans based on results and insights. Collaborate with other digital functions to reflect consumer insights in your seasonal plans. 

4. Success Measurement 

  • Ensure that the digital plans in your area of responsibility are in alignment with time and quality requirements of Brand and BU KPIs.  

  • Identify and minimize risks for the seasonal digital plans in your scope and ensure risks are transparent to internal and external stakeholders. 

"If required“ Responsibilities
1.    Content Strategy & Guidelines

  • Develop content strategy, framework and guidelines to ensure premium digital-first content creation for all campaigns and products (eg. Product imagery or copy).



Education & Professional Experience 

  • Degree in marketing, media or journalism. 

  • 5+ years of professional experience working in a digitally-focused marketing or editorial planning role in multi-national business environment, with direct experience of campaign content planning. 

  • A history of developing content strategies, creating content and subbing. 

  • Experience working with stakeholders and experts at various seniority levels  

  • Experience/involvement in working in and understanding of the adidas Brand Marketing organization preferred 


  • Very good communication skills, comfortable presenting to stakeholders at various organizational levels both in person and remotely 

  • Demonstrable project management experience and a high level of organization

  • Affinity with the Brand Marketing content delivery needs, solutions and processes

  • Ability to understand consumer behavior across the entire digital landscape 

  • Ability to handle pressure and untangle complex situations into actionable activities 

  • High resilience and solution oriented attitude 


  • Very good knowledge of technical and creative aspects of digital (with a focus on mobile)  

  • Advanced understanding of digital IT products and capabilities

  • Comfortable working with new platforms and technologies. 

  • Fluent in English both verbally and written.


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 Content Planning (m/f/d)

Brand:  adidas
Location:  Herzogenaurach
TEAM:  Digital
State:  BY
Country/Region:  DE
Contract Type:  Full time
Number:  309828
Date:  Apr 7, 2021