Manager Brand Communications-Originals & Basketball, Brand adidas

Purpose & Overall Relevance for the Organization:

Drive an effective and efficient brand activation across all Originals, Basketball, Skateboarding and HYPE categories in country /cluster with full alignment between the APAC Brand Activation and Business Unit teams.  Develop and ensure excellent implementation of brand/category activation for own retail and Wholesale alliance and key accounts.


Key Responsibilities:

  • Provide the country relevant input to APAC Brand Activation at each commercial input timing
  • Lead the creation of the local brand marketing plan & calendar based on input from APAC Brand Activation and ensure alignment at season intro meeting
  • Lead the execution of the local marketing plan in close collaboration with Concept to Consumer team with leading category Brand Comms team
  • Manage the execution of the Marketing Expenses plan per company business strategy
  • Manage the creation of the local content, if necessary, in alignment with the Key Stakeholders (listed in the Key Relationships section) and get approval from APAC Brand Activation.
  • Ensure the execution is aligned with the Media Activation, Digital Activation, Newsroom, Culture Marketing and Sport Marketing, and that it is in close collaboration with the Key City team
  • Support local trade meetings by providing appropriate sell-in tools
  • Support and align with Channel Marketing Team on channel activation including Sales Working Budget campaign.
  • Lead, develop and retain talents to foster a high-performance culture.
  • Manage and optimize the category Brand Comms team support and workload



  • Brand / Category Net Sales
  • Market share of respective categories
  • Compliance to Marketing Expenses guidelines
  • ROMI
  • Key campaign sell through %
  • Agency performance management (annual evaluations)


Knowledge, Skills, and Abilities:

  • Sufficient degree of knowledge of the full marketing mix (advertising, events, sponsorship, retail, PR, digital) with a major brand or retailer (sporting goods industry preferred)
  • Ability to develop and implement local marketing plans following global guidelines
  • Marketing budget planning and management
  • Strong presentation skill to internal and external stakeholders
  • Strong user of MS Office suite of products
  • Proven project management experience
  • Experience in both, market and regional marketing organization preferred
  • Good abilities in the fields of employee engagement and performance management at every level through effective motivation, coaching, training, and development of personnel in the team

Requisite Education and Experience / Minimum Qualifications:

  • University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
  • At least 5+ years’ experience in relevant Marketing fields
  • Sales and /or Marketing experience
  • English – business level / Japanese - Fluent


Key Relationships:

  • APAC Business Unit and Brand Activation
  • Country Retail and Wholesale teams
  • Country Brand Director and Brand Communications, Digital Activation, Key City, Sports Marketing, Culture Marketing, Newsroom, Media Activation teams
  • Country Concept to Consumer Team
  • Country FP&A, Legal, User Inquiry Service
  • External partners (Key Wholesale partners, Agencies, Brand partners, etc.)


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:  Manager Brand Communications-Originals & Basketball, Brand adidas

Brand:  adidas
Location:  Tokyo
TEAM:  Marketing & Communications
State:  13
Country/Region:  JP
Contract Type:  Full time
Number:  498884
Date:  Nov 21, 2023