Senior Director BU Kids

Senior Director Category Management Kids


Area:                                                                                   Greater China

Department:                                                                       Product

Direct Reporting Line:                                                     Reporting to:                                                                      SVP Product, GCA

Indirect/secondary reporting line:                                   NA

Location:                                                                                    Shanghai, China

GSMS Grade                                                                      M1

Personnel Managed:                                                          Yes

Cost Center/Budget:                                                                -



Purpose & Overall Relevance for the Organization:


  • Act as BU Head by creating and executing GTM plans for the Business Unity to drive BU Kids and business success within guidelines set by Global BUs


Key Responsibilities:  


  • Drive & develop 3-5 year category plan based on overall adidas SBP process (in collaboration with Global)
  • Provide BU leadership within category (across all related functions & departments) on vision, strategic objectives/actions & financial targets as defined in brand SBP
  • Responsible for BU category forecast within IBP, all channels.
  • Deliver financial expectations set out in the SBP/IBP across all channels and countries.
  • Define category CI and lead the communication with Global BU to deliver solution that address GCA needs.
  • Define & implement category availability and pricing strategy across GCA country cluster & channels
  • Deliver powerful, compelling, commercial, viable range/concept/key franchise selection for GCA to support the overall brand strategy, purpose & direction.
  • Create and Own Seasonal Product plan and calendar, collaborate with Brand Activation to align prioritization of category and key concepts allocation.
  • Lead all creation needs, validate SMU requests for GCA and leverage CCH & CCS to fulfill GCA needs to support the SBP. Effective application of speed to market.
  • Take responsibility for Sell-through and sustainable lifecycle management of the category across GCA, develop performance tracking dashboards and share update with Global BU
  • Approval of country corrective deviation plans – if required
  • Drive performance and development culture through #MYBEST
  • Drive employee engagement, leading by example
  • Identify and develop high-potential talents, to fuel the team's succession plan
  • Look for opportunities to provide cross-functional experiences to identified high-potential talents from both, in and outside of the team.
  • Manage allocated category OPEX & T&E to fulfill business priorities.




  • Market P&L for category (NS, inventory, Std Margin, Contribution)
  • Sell Out all channels
  • 3-5 year category plan : achievement of key initiatives
  • Brand & key categories NPS
  • Execution excellence in brand concepts/stories
  • Market share



Key Relationships:


  • Brand Activation, Omni-channel Buying
  • Global BU
  • Demand Planning, Finance (Marketing ROI), Supply Chain Management
  • Product Sales (All Channels)


Knowledge, Skills and Experience:

  • Ability to develop and implement strategy.
  • Proven leadership and management abilities especially in managing a diverse ~10 people team (incl. remote management)
  • Strong presentation/communication, negotiation and influencing skills, especially with senior stakeholders within a global matrix organization.
  • Broad Brand management experience, with a distinct track record of success including expert Merchandising knowledge and trading mentality.
  • Strong cross-functional and stakeholder management experience across commercial functions (e.g. marketing, sales, etc.) and support functions (finance preferred), as well as different organizational levels (Global, Market, etc.)
  • Strong industry knowledge, across divisions—footwear, apparel and accessories—and across all BUs.
  • Expert understanding of Asian markets’ consumers, accounts, economic environment, and commercial needs
  • Act with agility without losing the strategic focus and ability to lead a team through ambiguity in fast-paced consumer goods market segment.  


Requisite Education and Experience / Minimum Qualification

  • 12-15+ years of experience in merchandising/product, marketing, sales/retail required. Regional experience preferred.
  • University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing, MBA preferred
  • Previous experience in managing a global matrix organization required
  • Sporting goods industry experience required
  • Fluent in English
  • Fluent in local language (if applicable) preferred
  • Has lived and worked in different cultures or has substantial experience working in regional teams
  • Willingness to travel upwards of 20% of time


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 Director BU Kids

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  504585
Date:  Apr 25, 2024