Marketing Activations Manager, adidas, Brand New Concept Store, Amsterdam

PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION

Reporting to the Senior Marketing Activations Manager, this role is responsible for flawlessly developing and executing consumer-relevant campaigns, and activating digital touchpoints, promotions, events, and in-store communication across the Amsterdam Brand Concept Store.

 

This is a vital role created specifically for the adidas Amsterdam Brand Concept store to ensure digital storytelling comes to life and gives the consumer an experience that connects, engages, and inspires, building an authentic and long-term relationship with them.

 

This critical role needs to maximize the profitability of Own Retail within the North Europe Market by positively impacting Traffic, Conversion, ATV, UPT, Profit Margin, Brand and Experience NPS in Brand Core Stores.

 

KEY RESPONSIBILITIES: 

 

STRATEGY 

  • Define Brand Core Store and yearly priorities, market targets, and current performance and translate them to deliverable projects.

 

SEASONAL RETAIL MARKETING CALENDAR PLANNING

  • Develop Marketing Calendars based on Global Retail Marketing Calendars and align with Europe Brand Activation and Brand Comms
  • Own and drive the development of locally relevant activations

 

GLOBAL AND LOCAL CAMPAIGN IMPLEMENTATION 

  • Own and drive the flawless execution via the adaptation of Global guidelines of Brand Core Retail Marketing Campaigns, Promotions, Activations, and In-Store Communication tools
  • Take an omni-channel approach working closely with Europe and local key stakeholders including Brand, Sports Marketing, Culture Marketing, Newsroom, Visual Merchandising, and Store Operations to ensure Global Retail Marketing content is flawlessly executed in-store and Brand KPIs are achieved
  • Determine KPIs and evaluate the performance and ROI of campaigns, ensuring metrics are met and Marketing Working Budget (MWB) is optimized so that all campaigns positively impact store profitability
  • Develop local activation plans to ensure the success of the new Amsterdam Halo store opening and own the execution of these activities, to increase local relevance, consumer interaction, and sales
  • Use both City and Cultural Calendars to define which local opportunities require Retail Marketing support (eg: local holidays and product ranges…) and develop briefs with clear objectives, campaign KPIs, format requirements, and any specific considerations
  • Work closely with cluster Brand Marketing on the development of creativity to ensure relevancy and that all necessary global Retail approvals are obtained
  • Ensure the store is maintained/updated from an omni-channel and brand communication material perspective
  • Determine KPIs and evaluate the performance and ROI of all campaigns, ensuring metrics are met and Marketing Working Budget (MWB) is optimized so that all campaigns positively impact store profitability
  • Proactively share details/successes of campaigns/activations across internal channels and with key stakeholders to ensure learnings are considered in the development of future Marketing content and local activations

 

DIGITAL 

This role will ensure that the correct analogue and digital content are available at the right moment on the right touchpoints:

  • Defining the digital storytelling strategy for the store and calendar mapping
  • Responsible for the creation of the digital content brief
  • Coordination of content in sync with the global storytelling framework
  • Work in close collaboration with the Global Digital Activation team, providing them with the digital content brief as they are responsible for the content management/scheduling
  • Provide content brief of analogue touchpoints also to the Europe/Local activation team so both global and Europe are aligned

 

TRADING THE BUSINESS 

  • Be knowledgeable about the targets and performance of local Brand Concept Stores, understand which Retail Marketing levers need to be activated to impact which KPIs, and know how to activate them as needed
  • Work closely with the cluster Retail team to pro-actively assess any Brand Concept Stores’ performance issues (such as persistently declining traffic or a particularly slow month) and develop the tactical Retail Marketing solutions that might be needed to address these

 

OTHERS 

  • Identify optimal local Retail Marketing agencies and/or vendors both in terms of output and cost. Steer contractual terms and conditions. Manage agency and vendor relationship
  • Own and manage market the store MWB, ensuring projects come in within budget and are optimized

 

KEY RELATIONSHIPS 

  • Senior Marketing Activations Manager and wider Own Retail Marketing Team
  • BLX Wholesale Team
  • Global digital activations team
  • Retail Back Office and Field Teams (Retail Director, Merchandising, VM, District and Store Managers, Operations, etc.)
  • BLX Brand Marketing, Sports Marketing, and Newsroom
  • Europe Retail Marketing

 

KNOWLEDGE, SKILLS, AND ABILITIES 

  • Strong digital [retail] experience
  • Advanced user of MS Office
  • Fluent in English & Dutch
  • Solid business acumen and in-depth knowledge of Retail KPIs
  • Numerate with the ability to understand and analyse data and produce actionable insights
  • Strong project management and presentation skills
  • Strong interpersonal and collaboration skills
  • Team Leadership and problem-solving abilities
  • Creative and innovative
  • Strong financial/budget management skills
  • Strong event planning and management skills
  • Geographically mobile

 

REQUISITE EDUCATION AND EXPERIENCE/MINIMUM QUALIFICATIONS 

  • Previous professional experience
  • Instore digital screens experience
  • Minimum 2-3 years retail-specific experience

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:  Marketing Activations Manager, adidas, Brand New Concept Store, Amsterdam

Brand:  adidas
Location:  Amsterdam
TEAM:  Retail (Back Office)
State:  NH
Country/Region:  NL
Contract Type:  Full time
Number:  452073
Date:  May 11, 2022