Senior Director Marketing Service

Purpose & Overall Relevance for the Organization:


Co-build the adidas brand as the best sports brand in China through maximizing innovative and inspirational brand exposure by recommending, planning and executing all media and PR related initiatives.


Key Responsibilities:


Media Planning

  • Pro-actively co-develops and recommends media strategies to the brand communication managers, according to the marketing plan, that positions adidas as an innovative and inspirational sports brand.
  • Drive data-centric audience planning methodology, apply big data & small data insight in media planning, and lead key digital eco-system partnership to maximize data capability to help drive omnichannel experience, and conversion
  • Owns mid-funnel strategy & activation, incl,. paid social, display, search and reactive performance media.
  • Assists brand communication managers to provide inputs into the annual and monthly media plans in close coordination with digital & media agencies. Creates comprehensive action plans for media initiatives for all brand communications projects with the aim to maximize brand and (new) product exposures, promotions while maximizing ROI of MWB.
  • Optimize media planning and buying in line with the overall marketing plans
  • Provide tracking & analytics of media performance, be nimble in adjusting the plan to best fit business and activation needs, provide insight & feedback to planning & content team
    Remains up to date on the fast developing digital & mar-tech landscape and drive pilot user case.
  • Proactively co-develop PR and ePR strategy into implementation for brand communication campaign
  • Champion PR innovation, strategy and recommendations for IMC campaigns
  • Drive PR integration across integrated marketing communications (IMC)
  • Bring focus into ePR and actively maximize ePR with Digital social results, driving social commerce, new media, trends, media co-ops and cultivating KOL amplification pool
  • Direct the PR agency to deliver successfully with a clear brief, clear strategy and clear business and brand KPIs
  • Seen as an opinion leader and share across brand communication team: PR news / trends, PR / ePR campaign cases, PR / ePR competitive review and recommendations, KOL and celebrities reviews and recommendations from social media trends, campaigns post-review and improvement
    MWB & Planning
  • Lead the consolidate China Brand Marketing requirements and brief global Brand management to set up a China consolidated calendar across all levels = brand – category vertical and volume drivers
  • Manage China annual MWB, split MWB by category and handover at seasonal range intro meeting and hold & manage China MWB for x-category
  • Lead and share with Brand Marketing teams to collect best practices
  • Consolidate annual event & activation calendar across China, and facilitate collaborations




  • On time launch of media plan
  • Improve the media buy efficiency
  • Increase engagement rate
  • Improvement in our Brand Health (Brand momentum, NPS, and PI)
  • Industry leading media and digital solutions
    Key Relationships:
  • Brand Communication Team
  • Marketing planning operations
  • E-commerce Team
  • Digital hub – analytics & engagement Team
  • Global DBC Team
  • Media & Digital agencies
  • Media vendors
  • Customers / retailers


Knowledge, Skills and Abilities:

  • Achievement Orientation
  • Strong conceptual understanding of brand building
  • Excellent interpersonal/communication skills
  • Ability to multi-task and attention to detail
  • Team player with inspirational attitude / Patience & Passion
  • Strong negotiation skills
  • Works well under pressure
  • Ability to take calculated risks


Requisite Education and Experience / Minimum Qualifications:


  • Minimum of 12+ years’ experience in the media or PR dept. with an international brand or 4A media agency
  • Previous experience in media agency in China, handling international accounts or media department in an international brand
  • Knowledgeable about the China media scene esp, digital media and emerging mar-tech trend, keep close to big digital ecosystem development.
  • Knowledgeable about China sports and international sports. An interest and desire to participate in and learn about sports i.e. a sports enthusiast.
  • Lifestyle/Fashion market knowledge is a plus
  • University Degree or above. Preferably in a marketing or communications related discipline
  • Excellent presentation and organizational skills
  • Excellent English and Mandarin fluency
  • Working knowledge of Microsoft products
  • Passion for sports


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:  Senior Director Marketing Service

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  387190
Date:  Dec 26, 2021