Senior Manager Digital Content Strategy (Content Production Strategy)

General Purpose
As a Senior Manager, Digital Content Strategy at adidas you are accountable for consistently increasing the effectiveness of adidas’ digital content output.


In particular, the function of Content Production Strategy is chiefly concerned with maximizing content ROI, analysing and optimizing the end-to-end global-to-local content process to ensure that the content being created by adidas Global is easily accessible, meets the requirements of local market teams, and is effective at achieving the intended strategic purpose. 


The Senior Manager Digital Content Strategy (Content Production Strategy) will have a proven track record of applying a methodical, research and  data-driven approach, ideally in a global organisation, as well as the excellent collaboration and communication skills required to deliver exceptional results in cross-functional project teams.


Central to the role will be establishing strong relationships and effective feedback loops with stakeholders throughout the end-to-end content process. 


Key Responsibilities 
Content Strategy 
•    Understand internal and external consumer and commercial drivers influencing content strategy
•    Collaborate with Digital, business units and market functions to identify areas where the application of content strategy and best practices will help drive improved business results 
•    Monitor content performance, inform future direction and content pilots to influence the ongoing evolution of adidas’ content operations and consumer experience
Content Production Strategy 
•    Minimise content wastage by ensuring that Globally created toolkits meet the needs of local Market teams 
•    Maximise Content ROI by feeding back content performance data into content requirements
•    Input analyses and requirements into the optimization of content processes and the identification and introduction of new/updated content and asset management tools
•    Develop and maintain strong relationships with stakeholders throughout the end-to-end Global-to-local process to quickly identify occurrences and causes of content wastage or ineffectiveness  

•    Communicate content strategy to Digital, BUs, global parties and Markets within your scope of responsibility
•    Use innovative and engaging training methods to upskill and share knowledge with Global and Market colleagues.
•    Be an internal ambassador and thought leader on the importance of a strategic approach to content, consistently bringing fresh, data-backed thinking to drive positive change 

Guidelines & Best Practices
•    Have your finger on the pulse of the latest content trends, consumer expectations and industry standards.
•    Use this knowledge, as well as internal learnings to create, implement and educate Digital, Global & Market stakeholders on the latest guidelines and content best practices.
•    Optimize adidas content based on results and insights. 
•    Collaborate with other Digital functions to reflect consumer insights in the deliverables within your scope.

Success Measurement 
•    Measure the impact of the digital content initiatives within your remit, against Digital & Brand KPIs, drawing conclusions and insights to inform future direction and future tests 

Key Relationships

  • Global Digital, Brand & Sales teams
  • Global and local Analytics & Insights teams
  • (Key) Market teams
  • Digital Partner Commerce & Key Account Managers
  • External vendors & agencies

Education & Professional Experience

  • Degree in digital marketing or comparable degree
  • 9+ years of professional experience in multi-national business environment 
  • Preferable experience working with an eCommerce brand
  • Experience creating and executing digital content strategies 
  • Experience working with stakeholders and experts at various seniority levels 


  • Excellent communication skills, comfortable presenting to stakeholders at various organizational levels both in person and remotely
  • Strong problem-solver with an ability to handle ambiguity and untangle complex situations into actionable activities
  • High resilience and solution-oriented attitude
  • Motivated self-starter adept at handling complex projects with multiple stakeholders
  • Affinity with Brand Marketing content delivery needs, solutions and processes


  • Evidence of a data-led approach to developing content strategy and content projects
  • Budget management
  • Advanced Powerpoint skills
  • Advanced understanding of industry-leading content/asset management processes and tools/systems 
  • Solid understanding of analytics tools (preferably Adobe Analytics) and sources of latest content strategy information and trends
  • Fluent in English both verbally and written

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 Digital Content Strategy (Content Production Strategy)

Brand:  adidas
Location:  Amsterdam
TEAM:  Digital
State:  NH
Country/Region:  NL
Contract Type:  Full time
Number:  262168