Senior Manager Brand Communications, TRN & SPW

Purpose & Overall Relevance for the Organization:

The mission of the role is to build the adidas brand as the best sports brand in China through maximizing innovative and inspirational brand exposure. He/she will achieve this mission by:

  • Pro-actively developing and recommending advertising, new media strategies and its derived programs.
  • Planning and overseeing the development, preparation and implementation of the adidas communications campaigns, in above-the-line and below-the-line media, including media planning and buying activities.
  • Pro-actively directing agencies to maximize brand and (new) product exposure for adidas while maximizing integration with other elements of the marketing mix.
  • Being a key Brand Guardian


Key Responsibilities:


  • Pro-actively develops and recommends integrated advertising, new media strategies and its derived programs according to the marketing plan
    • Suggests how to strategically position adidas to convey the brand as innovative and inspirational
    • Provides input into the creative, media, digital, and PR agencies the annual and quarterly media/advertising plan in close coordination with the ad agency
    • Provides input into the annual and quarterly marketing plan and provides input into the brand asset plans
    • Strategically utilizes our global and local sponsored key icons including athletes, KOLs, celebrities and events with effective communication initiatives
  • Creates comprehensive action plans for all Brand communications projects with the aim to maximize brand and (new) product exposure while maximizing efficiencies
    • Identifying how global communications can be adapted and implemented or developed to local initiatives
    • Recommends and/or develops creative material for campaigns with line manager
    • Develops rollout plans that are in line with the marketing plan and time frame
    • Constantly liaises with BU, Retail Marketing, channels and with other cross function teams to ensure smooth implementation
  • Proactively works with Sports Marketing EIM and Retail Marketing teams in supporting all their brand asset activities and all trade fairs and trade meetings with aim to position the brand as set out in our objectives
  • Remains up to date on the fast developing Media Environment in general and New Media technologies and opportunities in particular
  • Identifies communication opportunities, as well as opportunities for Co-ops & Co-branding


  • Works with procurement to make sure locally produced Brand Communication material are developed with the lowest price while still maintaining good quality and adidas standards
  • Assumes responsibility for the (legally) correct usage of the adidas trademarks and logos
  • Sources, establishes strong relationships and manages day-to-day activities with relevant agency partners and (media) vendors
  • Proactively directs the Brand communications team to create the most innovative and creative ideas


  • Follows, maximizes and controls the Brand Communication budget as set according to the Marketing Plan
  • Suggests future Brand Communication budgets
  • Negotiates campaign related quotations with vendors by setting clear objectives and expectations
  • Evaluates and recommends pricing levels for all Brand Communication related purchases

Systems and Processes

  • Develops and implements planning and execution processes, follows the marketing plan timely, and maximizes brand and (new) product exposure
  • Executes and tracks the Brand Communications plan
  • Implements quality control systems for production of all materials containing adidas logo
  • Co-ordinates all launches of relevant material with Retail Marketing team and Sales department
  • Develops, maintains and co-ordinates processes with the Retail Operations Department and the Sales department that ensure timely (in-store) implementation around the country
  • Post evaluates campaign performance by coordinating research and tracking project development, and then collating results into regular quality reports
  • Is responsible for on-time and accurate provision of Commitment and Payment requests related to all Brand Communication projects
  • Fully optimizes integration with other Communications disciplines such as Digital, PR and Creative Services



  • Implement a training and development plan for brand communication team
  • Ensure team understand the role of marketing, and branding at adidas
  • To some extent, actively participate in departmental level trainings and development initiatives and activities
  • Through the internal communications team, communicate brand communication information and initiatives to entire company in a timely fashion


  • Other job-related work assigned by supervising manager



  • On time launch of campaigns
  • Quality of recommended and executed initiatives to maximize brand and product exposure and are implemented at industry leading standards
  • Improvement in our Brand Health KPIS (Brand index, Spontaneous purchase intent, etc.) and traffic to stores both online and offline
  • Integration of ideas with other disciplines
  • Delivery on Initiatives identified by the Senior Management team
  • Sell through target for related category
  • Improved professionalism of the team


Key Relationships:

  • Global Brand Communication team
  • GCA BU team
  • GCA Retail Marketing team
  • Sports Marketing Team
  • EIM Team
  • EC Team

Knowledge, Skills and Abilities:

  • Strong team player
  • Very high level of integrity
  • Has a point of view
  • Ability to manage/organize processes and projects
  • Excellent creative/design/ art direction sense
  • Result oriented
  • Conceptual understanding of marketing as brand building tool
  • A passion for and an understanding of the category along with the desire to translate the passion into building the adidas brand in the region
  • Communication skills, relationship management and empathy
  • Negotiation skills
  • Ability to multi-task and attention to detail
  • Ability to take calculated risks


Requisite Education and Experience / Minimum Qualifications:

  • Minimum of 8-12 years experience in the advertising or communication dept. with an international brand
  • Previous experience in advertising, PR, and Creative Services in China; Previous experience with media in China
  • Knowledgeable about China sports and international sports. An interest and desire to participate in and learn about sports i.e. a sports enthusiast
  • Excellent presentation and organizational skills
  • Exposure – Sports, brand/category marketing, trade marketing
  • Relevant China marketing experience, preferred
  • University Degree or above. Preferably in a marketing or communications related discipline.
  • Outlook – basic; Word – advanced; Excel – advanced; PowerPoint – advanced
  • Fluent in English and Mandarin (written and spoken).
  • Mandarin Chinese as native language preferred
  • 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 Manager Brand Communications, TRN & SPW

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  462488
Date:  Jun 23, 2022