Senior Manager (f/m/d) Brand Communication - Europe Originals

Purpose & Overall Relevance for the Organization:

Responsible for developing a complete and impactful communicative and execution category strategy for a defined Europe Business Unit which will be executed by the Country Clusters, to build the brand and drive sales.


Key Responsibilities:  

  • Manage creation of the overall Europe BU Business Plan (Seasonal, Annual and SBP)
  • Input into the creation of the Europe Brand Calendar which includes omni channel activation.
  • Manage creation of a seasonal and annual brand marketing strategy and activation plan that lands the Global priorities and significantly improves Brand KPI’s – this includes Key City Attack Plans and integration of lead Sports Marketing / EIM assets.
  • Support allocation of Category flexi MWB across countries and across the marketing mix to best improve Brand and Business KPI’s
  • Responsible for the creation and embedding of a process with lead MF Countries to gather input, deliver tools and approve executional plans
  • Manage executional excellence in the MFC Countries of the Category and Brand Plan and reporting of its performance against the Brand and Business KPI’s
  • Input into the Global BU to ensure Brand Marketing tools are optimised to best meet Europe Country needs and significantly improve Brand Business KPI’s
  • Responsible for managing category flexi MWB (full MWB depending on Category) within budgets looking for efficiencies whether internally or externally.
  • Responsible for ensuring that the best sell-in tools are delivered for the Category, and augment where needed with Global approval.
  • Define and coordinated cost efficient media planning across all appropriate communication channels and tools
  • Ensure efficient usage of all provided tools (sell in and sell out) across all communication channels; Newsroom, Omnichannel, sports marketing activation, EIM
  • Collaborate with Key City Activation Manager to ensure category concepts are included in the Key City Activation Plans.
  • BU dependent (Manage the successful implementation of adidas runners (Running community concept) in Western Europe)


Key Relationships:

  • Brand Momentum
  • Net Promoter Score
  • Spontaneous Purchase Intent
  • All the above are at brand level
  • Category Market Share
  • Category Sell Out



Knowledge, Skills and Abilities:

  • Proven understanding of how brands translate into retail tools (all forms)
  • Have a good understanding of the Consumer Campaign Process from brief through to execution
  • Ability to build strong relationships (Agency Management)
  • Strong presentation skills
  • Proven communicator – both written and verbal
  • Creative capacity / awareness


Requisite Education and Experience / Minimum Qualifications:  

  • 6+ years marketing experience, ideally will have worked within the Sports Industry for a minimum of 2 years
  • Degree educated preferably in communications or equivalent industry experience
  • Substantial experience of the adidas business, or a significant knowledge in similar organization of the full marketing mix (from advertising, to events, to sponsorship, to retail) with a major brand or retail environment
  • Proven media planning / buying experience
  • Fluent written and spoken English language skills other languages preferable

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 Manager (f/m/d) Brand Communication - Europe Originals

Brand:  adidas
Location:  Herzogenaurach
TEAM:  Marketing & Communications
State:  BY
Country/Region:  DE
Contract Type:  Full time
Number:  367328
Date:  Nov 20, 2021