Senior Director Sports Marketing & EIM

Purpose & Overall Relevance for the Organization:


  • Scout, Secure and Manage the best multi-sports and entertainment asset portfolio to support the overall Brand Mission: Be the Best Sports Brand in the World.
  • Build strong alliances with sports federations, teams, leagues and athletes and maximize the impact of sports marketing and asset activation to build adidas’ brand image, consumer loyalty and company sales and profitability.
  • Create association between the brand and individuals – influential peoples and to deliver these relationships as brand marketing assets in order to maintain the brand’s aspirational position and reach a wide audience
  • Ensure Sports Marketing is leveraged internally as a key driver within the GTM process, the achievement of key brand and commercial KPIs and as a driver of employee engagement.
    Key Responsibilities:
  • Support the Brand Director in developing the Sports Marketing and EIM strategies in line with the overall Global and Local Brand strategy and direction
  • Work with outside Sports and entertainment Assets or related agencies to develop and plan strategies for the involvement and endorsement of the adidas brand in identified and aligned sports and entertainment areas consistent with the brand and business strategy in the market
  • Communicate with global Sports & EIM Marketing team to align and execute global strategy in China
  • Work with BU management team to deliver sports & EIM authenticity and visibility of new product concepts and technologies  to support  different category needs
  • Work with relevant brand marketing team to align and extend brand marketing activities into the  to sports and entertainment area.
  • Develop and implement sports and entertainment events / operation support to improve brand image and meet business need
  • Develop and Maintain the relationship in Sports and entertainment Area / Federation / Ambassadors to keep leading the brand image
  • Monitor industry trends and afford professional advice to other function from Sports Marketing and EIM view
  • Manage the overall Five areas of the sports marketing and EIM process: Strategic Planning, Scouting, Negotiating/Contracting, Servicing, Activating, consistent to company goal & business needs
  • Ensure that all Sports Marketing and EIM contractual processes are compliant with the Global and Local sports marketing policies including but not limited to the use of the global and local CAF & Sports Marketing database processes.
  • Responsible for developing the annual Sports Marketing and EIM budget plan & presenting this to the SVP/Brand Director and other members of the Snr Management team as required
  •  Lead the execution within budget & to the expected quality standards of any adidas brand activation.

People Management

  1. Manage and develop team to achieve KPI’s and high performance.
  2. Conduct performance reviews and target setting via the Score process.
  3. Provide supervision, coaching and feedback to subordinates.
  4. Instill performance, motivation and strong team culture
    Training and Development
  • Ensure that all sports marketing & EIM team members regardless of BU are on-boarded correctly and are made aware of their responsibilities to the local and global sports marketing processes
  • Serve as a mentor and sounding board to all sports marketing & EIM team members regardless of BU in their development and execution of sports marketing plans and initiatives.
  • Other job-related work assigned from leader
    Key Relationships:
  • Global Sports Marketing & EIM team,
  • BU Management,
  • Other Brand Marketing teams,
  • Marketing Operation,
  • Sales & Retail,
  • HR, Fin & Legal
    Requisite Education and Experience / Minimum Qualifications:
  • Minimum 10 years experience in sports marketing or EIM  related industry
  • Strong knowledge and background of sports and entertainment / branding market in China
  • Strong strategic thinking & planning experiences
  • Strong people management skill
  • Bachelor degree or above
  • Fluent in English Speaking/Writing and preference for Mandarin Speaking/Writing skills
  • 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 Sports Marketing & EIM

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  387209
Date:  Dec 26, 2021