Senior Manager Brand Communications Investment Management, Brand Activation, Brand adidas

Purpose & Overall Relevance for the Organization:

Drive an effective and efficient brand campaign, brand moment activities and community in Japan including but not limited to holistic seasonal planning and execution, fully aligned with Global Brand Communications and relevant Japan Brand Activation teams.


Key Responsibilities:

  • Support the director to provide the country relevant input to global Brand Coms at commercial input timing
  • Plan and develop the most effective and efficient local brand campaign by working closely with global Brand communications for creative alignment
  • Brief media activation team to ensure an innovative and inspirational brand campaign exposure at full funnel.
  • Plan and develop the most effective local brand moment activations, namely International Women's Day and Move for the Planet (cross category sustainability movement)
  • Become the point of contact for key global sports moment (ie Olympics)
  • Create and manage the local marketing calendar based on input from global Brand Communications, local category communications, and local category business units to meet country marketing and commercial needs
  • Develop an annual marketing expense plan based on local marketing calendar, global investment threshold and local business requirements
  • Manage the agency portfolio and conduct a thorough review to ensure continuous agency optimization
  • Build strong relationship with creative agencies and production vendors
  • Provide inputs to the category communication plans based on the brand holistic point of view
  • Maximize brand campaign and brand moment activation budgets through optimizing the production and activation costs working closely with the procurement team
  • Work with finance to ensure team’s marketing expense spending is on track
  • Post evaluate campaigns and competitor’s performance especially in brand campaign and activation
  • Align the investment focus to our global key city strategy to invest more in Tokyo
  • Support the director in providing materials for monthly marketing newsletter
  • Recruit best in class people and provide people management guidance. Lead, develop and retain talents to foster a high-performance culture and to contribute to improve our eNPS


  • Share of Search (country, key city, media invested category and franchise names)
  • Brand Net Sales
  • Compliance to marketing expense guidelines
  • Key campaign marketing measurements (engagement, participations etc)
  • Agency performance management (annual evaluations)


Knowledge, Skills, and Abilities:

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
  • Proven track record as a leader
  • Marketing experience
  • Business Level in English
  • Fluent in Japanese


Key Relationships:

  • Japan brand activation functions and membership
  • Japan business units and business development
  • Japan finance, procurement and legal
  • Japan Brand Director
  • Global Brand Communications
  • External partners (Agencies 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:  Senior Manager Brand Communications Investment Management, Brand Activation, Brand adidas

Brand:  adidas
Location:  Tokyo
TEAM:  Marketing & Communications
State:  13
Country/Region:  JP
Contract Type:  Full time
Number:  504188
Date:  May 28, 2024