Senior Manager Digital Content

Purpose & Impact on Organization:

Digital Brand Activation delivers a premium digital experience centered around our consumers. The aspiration is to define and build a consistent digital strategy, direction and capabilities, leading all one seamless experience across all digital touch points.

This role is key to the successful adoption, development and implementation of Global digital strategies and seasonal plans.

The role best suits a candidate who can create strategic digital ideas and has the category and consumer understanding to create highly structured digital plans.  


The Senior Manager, Digital Content is serving the needs of adidas Ecom platforms for all related digital content, looking at the full holistic journey on adidas ecom platforms and optimizing through brand content creative/storytelling, brand experience, consumer behavior and media usage.

He/She provides digital content expertise and cost efficiencies by managing production of local digital content driven towards adidas Ecom platform or Ecom related communications enabling traffic and conversion.


Key Responsibilities:


  • Leverage the Global Digital content strategy for adidas ecom to lead and develop coherent Global seasonal digital seasonal content plans across all digital touch points based on Consumer and Digital Brand Commerce objectives and insights.
  • Create digital content brief for adidas ecom campaigns based on gap between global handover and local content needs.
  • Identify and develop opportunities for content to build affinity across our digital touch points.
  • Manage local development & production of digital content through market Brand Design and/or Digital Creative agency to support the execution of the digital content seasonal plans.
  • Partner with Brand Activations, Sports Marketing, Entertainment and Influencer Marketing teams to identify opportunities to leverage our assets throughout the digital seasonal content plans for adidas ecom
  • Create and implement content best practice and share best practices with all Global and in-market stakeholders.
  • Partner with the Digital Planning team on SEM to optimize our ecom experience.
  • Deliver against Digital Content KPIS around driving traffic and conversion for Ecom and ensure Digital Content seasonal plans are optimized based on results and insights.
  • Responsible for updating and testing adidas.com content according to the campaign plan.


Key Relationships:

  • Markets: Brand Activation, Market CRM teams
  • Ecom team
  • Brand Business Units: Brand Marketing Communications and Sports Marketing Teams
  • Digital Brand Commerce: Digital Experience Team, Digital Analytics and SEO / SEM, Digital Strategy and Delivery, Global Creative Services, Digital Account Management
  • Brand Management: Newsrooms, Entertainment and Influencer Marketing, Sports Marketing
  • Brand adidas: CTC (Concept to Consumer), Brand Design


Knowledge, Capabilities and Experience:

  • At least 5-7 years digital marketing experience (agency or client)
  • Demonstrable knowledge and experience of consumer content marketing
  • Passionate about content marketing within the broader marketing mix
  • Experience of working in an international team
  • Results-driven and process focused with problem-solving and decision-making abilities
  • Good analytical and project management skills
  • Superb written and verbal communication skills, especially in English
  • We’re looking for somebody who lives and breathes in the content space. Someone who understands the linkage between content and digital consumer engagement but more importantly has the creative spark to define relevant content to engage and inspire our consumers across our digital touch points.
  • A media enthusiast passionate about consumers, well organized and detail orientated and open to new stimuli and ideas.
    Minimum Qualifications:
  • University degree in business, ideally with marketing and sales focus or equivalent professional experience
    • 5-7 years of digital marketing experience (agency or client)

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

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  31
Country/Region:  CN
Contract Type:  Full time
Number:  270988
Date:  Dec 29, 2020