Director Retail Activation



This role is to strategically drive lead initiatives that not only increase store visits abut also activate memorable brand experiences and grassroots events. This position holds significant relevance for our organization as it directly impacts our ability to amplify brand engagement, attract diverse consumer segments and ultimately drive business growth. This role is dedicated to developing and implementing initiatives that drive football, activate brand and consumer experiences, and ensure consistent messaging across all touch points within our DTC (Direct-to-Consumer) stores. This role strategically develops and executes initiatives that enhance brand engagement, drive footfall, foster customer loyalty, and optimize CRM and membership strategies, this role contributes directly to our business growth and market positioning. Through a combination of creative activations, strategic analysis, seamless messaging, and collaboration with cross-functional teams, the Director ensures that our retail spaces become vibrant hubs of brand experiences and community engagement. This comprehensive approach aims to create lasting connections with consumers, drive brand loyalty, and establish our DTC stores as thriving centers of brand engagement within the market.



•    Positively communicates and actively demonstrates the Brand Values and NAM Retail Mission.
•    Develop and execute creative and impactful in-store activations, ranging from brand focused events to grassroots initiatives.
•    Strategically analyze consumer behaviour, market trends, and competitor activities to develop and impellent traffic-driving strategies that increase store visits and footfall.
•    Collaborate cross-functionally with brand and performance media, consumer engagement and membership teams to create strategic framework for driving traffic.
•    Collaborate with cross functional Retail Marketing teams to translate brand stories into compelling in-store experience that resonate with the consumer.
•    Implement improvements based on data driven insights to drive continuous optimization and results.
•    Develop and manage budgets for activations and traffic driving initiatives.
•    Lead the creation and execution of innovative in-store activations that demonstrably increased foot traffic and brand engagement.
•    Develop data-driven strategies that measurably boosted store visits and sales. This includes market research, competitor analysis, and collaborating with media and advertising teams.
•    Implement successful CRM strategies to segment and target customers, resulting in higher engagement and retention.
•    Ensure seamless, consistent messaging across all DTC store touchpoints, aligning with the overall brand strategy. 
•    Organize and executed grassroots events that fostered community engagement and brand advocacy. 
•    Establish established KPIs and metrics to measure the success of your retail activations, CRM strategies, and traffic-driving initiatives. 



•    Regional Directors
•    Brand & Performance Media teams
•    Brand Experience teams
•    Business Units
•    Global Activation teams
•    Cross functional Retail Marketing teams
•    RBO Teams




•    Strong understanding of retail operations, consumer behavior and market trends.
•    Experience with CRM systems, membership programs and data-drive marketing strategies.
•    Proven track record of developing and executing successful in-store activations and traffic-driving initiatives.
•    Exceptional leadership skills with the ability to inspire and motivate cross-functional teams.
•    Excellent communication and presentation skills, with the ability to effectively convey brand messaging.
•    Strategic thinker with a results-driven mindset, able to analyze data and translate insights into actionable strategies.
•    Experience managing budgets, forecasting and ROI analysis for retail activations.
•    Familiarity with industry trends, emerging technologies and best practices in retail marketing.
•    Strong consumer-centric mindset, driving a focus on enhancing the overall consumer experience in retail settings.
•    Strategic thinker who can anticipate market trends and adapt strategies accordingly.
•    Experience in optimizing resource allocation to achieve maximum return on investment and drive profitability.
•    Ability to adapt to changing market trends, consumer preferences and industry best practices.
•    Innovative thinker who can introduce new concepts, technologies and strategies to enhance the retail experience and drive sales growth.
•    Excellent MS Office skills 
•    While performing the duties of this job, the employee is regularly required to talk or hear.  The employee frequently is required to stand; walk; use hands to finger, handle, or feel; and reach with hands and arms.  The employee is occasionally required to sit; climb or balance; and stoop, kneel, crouch, or crawl.  The employee must frequently lift and/or move up to 25 pounds and occasionally lift and/or move up to 50 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, and ability to adjust focus. 



•    Bachelor’s degree in marketing, Business Administration, Retail Management, or related field.
•    Minimum 8 years of experience in retail marketing, rand activation or related roles.’
•    Strong leadership skills with experience managing teams, providing coaching and development.
•    Ability to work a flexible schedule to meet the needs of the business, including evening, overnight and weekend shifts as well as ability to travel up to 60% of the time.

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:  Director Retail Activation

Brand:  adidas
Location:  Portland
TEAM:  Retail (Back Office)
State:  OR
Country/Region:  US
Contract Type:  Full time
Number:  511051
Date:  May 13, 2024