Manager Digital Activation

Purpose & Impact on Organization:
Digital Brand Activation delivers premium digital experience and content centered around our consumers. The aspiration is to define and build a consistent digital strategy, direction and capabilities, leading one seamless consumer journey across all digital touch points.

This role is key to the successful adoption, development and implementation of Global digital strategies, seasonal plans and content. The role best suits a candidate who can create the best-in-class digital assets, experience and engagements for consumers.

The Manager, Digital Content is serving the needs of both adidas brands and Ecom platforms for all digital content, looking at the full holistic journey on digital platforms and optimizing through brand content, creative/storytelling, brand experience, consumer behavior and media usage.

He/she provides digital content expertise by managing production of local digital content on digital media, adidas owned ecosystem and all EC platforms.


Key Responsibilities:

  • Manage and create digital content (2D & 3D assets, MR adaptation, campaign landing pages, H5 engagement and other activations) for both brand campaigns and EC promotions with support from digital creative agency.
  • Create digital content brief for campaigns based on gap between global handover and local content needs.
  • Identify and develop opportunities for content to build affinity across our digital touch points.
  • Partner with Brand Activations, Sports Marketing, Entertainment and Influencer Marketing teams to identify opportunities to leverage our assets throughout the digital seasonal content plans for adidas ecom.
  • Create and implement content best practice and share best practices with all Global and in-market stakeholders.
  • Partner with the Digital Planning team on SEM to optimize our ecom experience.
  • Deliver against Digital Content KPIS around driving traffic and conversion for Ecom and ensure Digital Content seasonal plans are optimized based on results and insights.
  • Responsible for updating and testing adidas.com content according to the campaign plan.


Key Relationships:

  • Brand Activation: Brand communications, CRM, Newsroom (social), SPOMA/EIM (celebrity management)
  • Ecom: Tmall, JD and adidas owned platforms (adidas APP, Wechat mini-store, .com)
  • China Digital Hub: digital product & capability, IT, consumer engagement, analytics
  • Global digital teams


Knowledge, Capabilities and Experience:

  • At least 5 years digital marketing experience (in renowned 4A creative agencies or consumer brands, fashion brands would be a plus)
  • Demonstrated knowledge and experience of digital content creation (2D & 3D assets, campaign landing page, H5 engagement)
  • Passionate about content marketing within the broader marketing mix
  • Experience of working in an international team
  • Results-driven and process focused with problem-solving and decision-making abilities
  • Good analytical and project management skills
  • Superb written and verbal communication skills, especially in English
  • We’re looking for somebody who lives and breathes in the content space. Someone who understands the linkage between content and digital consumer engagement but more importantly has the creative spark to define relevant content to engage and inspire our consumers across our digital touch points.
  • A media enthusiast passionate about consumers, well organized and detail orientated and open to new stimuli and ideas.


Minimum Qualifications:

  • University degree in business, ideally with marketing and sales focus or equivalent professional experience
  • At least 5 years digital marketing experience (in renowned 4A creative agencies or consumer brands, fashion brands would be a plus)

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 Activation

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
Country/Region:  CN
Contract Type:  Full time
Number:  310855
Date:  Dec 1, 2021