Sr. Director PR Global Newsroom (m/f/d)

Purpose & Overall Relevance for the Organisation:


Lead and direct the Global PR brand strategy for adidas, across Sport, Style and Purpose building the brand with impact and consistency with the consumer.  Explore new, innovative and digitally-led PR practices and implement relevant tools, events and opportunities to inspire consumers about adidas products, athletes and Campaigns.


Create governance, guidance and best practice for PR teams across the Markets with a particular focus on 3 key regions: NAM, APAC, EMEA. In close alignment with the Global leads for Digital Publishing and Partner Publishing, the Snr PR Director will implement the Global Newsroom PR playbook and ensure delivery of key campaigns as well as proactive and reactive brand reputation management.


Key Responsibilities:

  • Create, develop and implement long-term Global Brand PR strategy and media relations strategies that support key business drivers for the Brand ensuring consistent storytelling and messaging around brand initiatives and launches.
  • Drive global PR operating model across all categories and functions ie. global PR teams provide strategy and tools and Markets implement locally
  • Lead creation of global Brand PR narrative pillars connected to brand priorities (inclusivity, sustainability, credibility)
  • Lead global PR agency relationship, set briefs, drive objectives and manage KPI’s
  • Create industry leading PR tools to support local teams delivering the adidas brand priority concepts, categories, products and campaigns, across consumer media
  • Work with global BU teams and local PR teams to develop plans and execute results driven PR programs that align with brands vision and business goals; give guidance on prioritisation of brand campaigns and commercial activity to ensure all objectives are met
  • Drive strategy to identify the media outlets appropriate for adidas; provide strategic guidance team in building, forming and maintaining top key media influencers
  • Develop strategic plan of how adidas ensures a permanent presence in online titles (beyond just campaigns) with measurable KPI’s that affect brand health
  • Continue to establish a direct link between PR and Sales and align with .com and SEO team.
  • Oversee planning, KPI setting and reporting against the key campaign calendar for Public Relations
  • Ensure information flow across the Global PR/Corporate Communications network
  • Ensure our contracted Partners support all campaigns in key media
  • Facilitate the sharing and implementation of best practice across all areas and agencies
  • Serve as primary PR contact with local and global organisation to share strategies, plans and results


Key Relationships:

  • Global Newsroom Network (Digital Publishing, Partner Publishing, Data Anaylst)
  • Brand Marketing (Communications, Digital, Commercial)
  • Global Corporate Communication Team
  • Global Sports Marketing
  • Sport/Style Business Units
  • Key Agency Leads


Knowledge, Skills and Abilities:


  • Proven media relations expert with over 15 years experience in Public Relations inhouse/agency setting
  • Proven experience in brand reputation management
  • Proven experience in brand narrative and message development
  • Ability to manage and / or collaborate with internal and external cross-functional groups: product marketing, communications, social, digital.
  • Affinity with cross-channel PR and a strong background in strategy, media relations, journalism / writing and digital PR / social media.
  • Broad understanding of and passion for the sports and fashion/entertainment industry.
  • Strong written and verbal skills, interpersonal and communication skills
  • Strong presentation and organizational skills
  • Fluent in English and advanced skills in Microsoft Office Suite (inc. Microsoft Teams).
       Requisite Education and Experience / Minimum Qualifications:
  • College or University degree
  • 15+ years industry experience
  • Five years of management experience
  • Experience across both in-house and agency communication/PR functions




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:  Sr. Director PR Global Newsroom (m/f/d)

Brand:  adidas
Location:  Herzogenaurach
TEAM:  Marketing & Communications
State:  BY
Country/Region:  DE
Contract Type:  Full time
Number:  316128
Date:  Nov 19, 2021