Senior Director Retail Marketing, Calendar & Activation planning (m/f/d)

Purpose & Overall Relevance for the Organisation:

Attract consumers to our stores through an effective calendarization & product presentation of all brand & commercial key moments following the new Global Sales store tier segmentation (Halo stores, concept stores, value stores).

Envision and shape the framework for retail activation across all markets with a specific focus on membership, Flagship stores and Digital.

Ensure DTC is at the heart of every campaign creation as the number one key account by a strong partnership with the Brand organization.

Ensure each brand & commercial campaign is thought with the end consumer in mind, considering all store touchpoints from both digital & analog side.

This role is responsible for maximising the attractivity of our brand and ensuring key relevant retail moments are played at the right locations at the right time for adidas DTC business. This role will lead and oversee the continuous improvement of key retail processes to decrease complexity and increase productivity.


Key Responsibilities:

  • Accountable for shaping a global retail marketing calendar, which fits both the brand and the business priorities. This concerns all store tiers from Brand Halo to value stores.
  • Ensure campaign creation driven by the Business Units and the Global Brand organization are thought with the retail needs in mind. Lead all aspects of the consumer journey delivery.
  • Drive the creation of seasonal Visual Merchandising Direction in partnership with all vertical business units and horizontal concepts to create product stories that fit retail and DTC needs. Showcase how product concepts come to life at the point of sale before all concepts are finalized for sell-in.
  • Drive retail store activations with current and future Retail trends in mind. Ensure full implementation and tracking of retail store activations framework for all channels.
  • Implement best practice retail marketing strategy (incl. brand & commercial moments as well as promotional mechanism) to drive traffic across the markets
  • Drive a brand & commercial culture in which all stakeholders understand and actively respond to the changing needs of our consumers (consumer demand, changing trends etc.). Shape direction and influence of the broader organization through building a strong stakeholder partnership with Business Units, Horizontal Brand teams, Digital activation teams, Markets, other Global Sales departments in collaborative & aligned manner.
  • Build collaborative relationships with other functions critical to the team’s delivery, including Merchandising, Brand, Digital and Membership.
  • Lead a culture of sharing and adopting best practice across markets.
  • Manage & control the function’s operational expenses.


Personal Management:

  • Accountable for building a high-performing team. Set stretched targets, coach regularly, and develop succession planning.
  • Takes ownership for Talent Management processes to grow, develop and retain talents.
  • Translate company goals into team-specific actions and business plans. Control and monitor performance and results.




Knowledge, Skills and Abilities:

  • Intermediate user of MS Office suite of products.
  • High level of business acumen and financial understanding
  • Excellent communication skills including presentation skills, influencing & negotiating, business partnering and change management
  • Problem-solving mindset. Performance driven attitude, open to change and act as an advocate for the “new”, creative and collaborative mindset.
  • Comfortable with working in a matrix organization, dynamic retail environment.
  • Fluency in English, both written & verbal.
  • Additional languages are an advantage.



Requisite Education and Experience / Minimum Qualifications:

  • University degree in business, ideally with marketing and sales focus or equivalent professional experience.
  • Minimum 12 years Retail Marketing experience.
  • Minimum 5 years people management experience.
  • Successful multi-year experience on both market and global level

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 Retail Marketing, Calendar & Activation planning (m/f/d)

Brand:  adidas
Location:  Herzogenaurach
TEAM:  Retail (Back Office)
State:  BY
Country/Region:  DE
Contract Type:  Full time
Number:  441289
Date:  Jun 21, 2022