VP Purpose (m/f/d)


The VP Purpose is responsible to bring to life our brand purpose proposition. To achieve this, the VP purpose will identify, drive and report against the execution of global purpose based initiatives and programs that leverage our communities, partners, products and communciations to drive brand reputation and strength.



  • Drive and define our global brand approach to activate both Inclusivity and Sustainability and ensure we deliver against our promise as a brand, within the Brand Strategy framework. This includes defining how we achieve our goal of removing barriers to sport for girls under the 3 initiatives: Access to Sport, Removing Stereotypes, Ensuring Equality 
  • Create and deliver clear direction on SKO and BKO stretgy and activation briefs to BU and Market teams to support consistent global activation of Purpose topics.
  • Define and activate key stand-alone consumer moments and initiatives
  • Seasonally work with Creative Direction and Strategy to define briefs for BU’s so that Global Purpose initiatives are woven into our consumer moments and drive our prioirites (Inclusivity through sporting and cultural moments (e.g. Olympics/Fashion Week)
  • Enable strategy execution through global guidance and governance towards Brand Horizontal and business unit teams on how to action the strategy seasonally and guide its implementation
  • Create Global Consistent activation direction and plan, and provide a frame for local market extension to this global plan via briefs to the business and high level activation of global purpose that takes consideration on activation across:
    • Strategic Partnership’s, Partners (athletes, influencers and collaborators)
    • Products
    • Consumer Comms and educational Campaigns (Inform the global Cultural Moments in the brand calendar)
    • Membership, Channels, Communities (both consumer communities and social community groups) 
  • Create a global guidance and governance approach to ensure we deliver upon our Brand UAR and purpose commitments.
  • Oversee the management of Cultural oversight committee and Cultural playbook to ensure that we are creating inclusive products and stories in alignment with our priorities and commitment to consumers and employees.
  • Work in partnership with the BPO team to ensure inclusive brand process execution (e.g. mildestone process and actions to drive inclusion)


  • Globally communicate our Brand Purpose externally and internally
  • Define the sharp point/the main message we use to communicate our position to consumers and create a media strategy behind it and ensure synchronization so we are speaking with one authentic voice
  • Work Internal stakeholders to ensure alignment of internal and external Purpose communications strategy: SEA Team, HR, Corporate Communications, Brand Communications, Sustainability
  • Oversee and evolve the Creator Network - a team of partners who share our passion for Global Purpose and with whom we can work with to further the narrative - this includes working with our athletes on their foundations and passion projects 




  • Executive Board Member Brand and HR
  • Brand SLT specifically: SVP BSBD, SVP Creative Direction and SVP BOS and Originals & Style
  • VP Brand Strategy
  • VP Diversity & Inclusion
  • SVP GOPS Sustainability lead, Brand Sustaonability lead
  • Corporate and Internal Communications
  • External Partners
  • Head of SPOMA and EIM, Head of Newsrooms and Brand Comms AND Head of BU Comms teams




  • Collaborator who can lead through persuasion rather than reporting lines
  • Combines deep understanding of brand with business savvy
  • Negotiation skills
  • Very good analytical skills
  • Structured and goal oriented working approach
  • Broad & deep knowledge in own functional area, combining  with broad knowledge of other areas.
  • Proven track record of people management
  • Big picture and visionary thinking
  • Excellent communicator
  • Confident decision maker
  • Strong executional abilities
  • Leading through visions and values
  • Develop leaders and manage talents
  • Strong analytical skills
  • Strong influencing and networking skills, personal impact
  • Excellent presentation skills



  • Market knowledge, Marketing experience, Brand Management experience or communications
  • 3-years relevant degree in Marketing, commercialization, economics or similar
  • At least 12 years experience in a consumer brand
  • 7 years in depth experience in leading cross-functional teams without direct line manager responsibility
  • 8 years team lead experience

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:  VP Purpose (m/f/d)

Brand:  adidas
Location:  Herzogenaurach
TEAM:  Marketing & Communications
State:  BY
Country/Region:  DE
Contract Type:  Full time
Number:  284533
Date:  Apr 12, 2021