Senior Manager Community & Culture- BU Football (until April 2022) (m/f/d)

Purpose & Overall Relevance for the Organization:

  • Strategically develop and drive the direction and purpose of the adidas football communities approach TANGO together with the Director Culture & Communities.
  • Provide guidance to relevant Departments (e.g. Brand Communications, Newsroom, PR, CtC, EIM, etc.) but also adidas subsidiaries and regions to promote and communicate the unique positioning of the adidas Football community TANGO through member-focused storytelling.
  • Develop and implement new communications concepts utilizing the adidas communications ecosystem/framework using own and earned channels on digital, social and traditional media platforms and partnerships
  • Drive a yearly Key City activation plan around TANGO and Culture together with the markets

Key Responsibilities:

  • Define a social/promotional /comms strategy for the adidas Football Community in cooperation with respective BU, Comms & newsroom teams global and in key cities
  • Set KPIs and measure success/concerns to BU for future improvements
  • Plan the entire process for our global adidas Football channels together with the PR & Social team
  • Manage the overall toolkit production & adidas TANGO storytelling /communications
  • Define and execute annual adidas TANGO activation communications calendar/plan
  • Ensure the communication and activation of local adidas TANGO teams, amplification of their stories through social media – global category pages/channels - category-agnostic brand channels
  • Development and management of a global adidas TANGO asset database
  • Be the main contact point regarding external content partners like influencers, mentors, and internal teams, for all community topics in cooperation with the Director



  • Reach & Engagement with adidas TANGO programs across all comms channels
  • Community growth, member-recruitment and retention
  • Diversity of stories (geographically, thematic) on adidas Football global social channels
  • Comms & social strategy compliance
  • Budget compliance


Key Relationships:

  • Global Sports Marketing Team (Asset Management)
  • Football Brand Communications (PR, Brand Comms, etc)
  • Global Newsroom
  • Local/Key City adidas Football/ TANGO core teams (Brand comms / captains)
  • Key (football) brand activation representatives from the markets
  • Global Comms, Newsroom, PR, EIM, BUs, CtC Team


Knowledge, Skills and Abilities:

The individual must be highly motivated and focused with a passion to drive projects internally as well as externally. He/she must be well organized with a strong empathy and passion towards football and urban communities. Additionally, the individual must possess/be a:


  • Good understanding of relevant internal and external processes
  • Problem solver attitude
  • Very good interpersonal skills
  • Project management skills
  • Ability to work independently
  • Fluent in English
  • IT skills in Outlook, PowerPoint, Word, Excel
  • Outstanding communication skills
  • In depth understanding of social media landscape, especially in football category
  • Passion for meaningful storytelling
  • High interest in personal development and transformation (life hacking)

Requisite Education and Experience / Minimum Qualifications:

  • University degree preferably in Marketing & Business Administration or Sport Management
  • 5+ years’ work experience
  • Knowledge of the respective brand marketing and active interest in the respective Sport

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 Community & Culture- BU Football (until April 2022) (m/f/d)

Brand:  adidas
Location:  Herzogenaurach
TEAM:  Marketing & Communications
State:  BY
Country/Region:  DE
Contract Type:  Limited Duration
Number:  354312
Date:  Oct 14, 2021