Purpose & Overall Relevance for the Organization:

Create, drive and execute the Zone East (PL, CZ, HU, SK, Baltic countries) brand activation strategy in alignment with the European strategy. Lead its consistent execution across all consumer touchpoints within Brand Communications, Omnichannel activations (Wholesale, Own Retail and Franchise) and Sports Marketing. Drive brand advocacy, momentum and sell out by connecting fans of the brand with the content and experiences they are passionate about. Lead local relevant extension of Global campaigns by using the strong brand partner portfolio (Sports Marketing, Culture Marketing).

Key Responsibilities:  

• Lead the Brand activation team, consistently driving high performance, talent management, and engagement. Being responsible for succession and talent acceleration within the organization.
• Being a key contributor within Central Europe Brand 1st line, Central Europe Extended Leadership team and Zone East organization.
• Act as a role model and drive values and culture across Cluster Central.
• Set Brand objectives in accordance with Brand KPI direction provided in the Global Brand Strategy.
• Drive the consolidated approach across categories and across Brand Communications, Omnichannel Activation and Sport Marketing to guarantee aligned activation strategies.
• Drive the consolidated approach across category and cross retailer network (off & on-line) to guarantee aligned activation strategies.
• Drive and lead category activation plans, ensuring execution excellence in alignment with all stakeholders (i.e. BU EU, Go-To-Market Teams, Sales teams, Digital partner commerce, Own Retail)
• Create, drive and execute Zone East specific key brand initiatives based on Global & EU guidelines
• Set a clear operating framework and KPI’s for local marketing functions ie Brand Comms / Omni Channel / Sports Marketing / Key Account department heads
• Drive a ‘one adidas’ consolidated approach in Zone East integrating and co-ordinate of all local and global marketing teams which impact the Zone East consumer i.e. Entertainment Management, Trend marketing, Global Sports Marketing
• Monitor execution locally and in Market sub-units.
• Input into creation of European Brand Plan and Marketing Working Budget, Omnichannel and Key Account Activation Calendar and feedback on tools – this includes strategic input where required
• Responsible for Cluster/Country Marketing Working Budget and co-ownership of SWB optimization to deliver best return vs investment

Key Relationships:

• Zone East management team (i.e. Sales, Own Retail/Franchise, HR, Finance)
• GoToMarket Cluster Central Europe Teams
• Europe Business Units
• Brand Activation peers Zone Central
• Other Cluster/Zone Brand Directors
• Europe VP Brand Activation
• Retailers, Brand Partners (Sports Marketing & Culture Marketing), agencies

KPIs:

• Brand KPIs
• Market share
• Marketing Working Budget management
• Optimization of Global vs. Market content and storytelling

Knowledge, Skills and Abilities:

• Passionate about sports and the culture born from it
• Senior level leader with a minimum of 8 years progressive leadership responsibilities
• Horizontal leadership experience
• Deep functional experience in Brand Management, Marketing and/or Sales
• Ability to work in a Matrix organisation with experience in influencing cross-functionally and cross-culturally
• Proven leadership and managerial skills
• Very strong interpersonal skills (e.g. presentation, inspiration, communication, negotiation)
• Proven methodological skills (e.g. business planning, strategic development)
• Extensive knowledge of the adidas business along with significant industry experience
• Mental flexibility, ownership, determination, motivation

Requisite Education and Experience / Minimum Qualifications:  

• Minimum of Bachelor’s Degree; MBA a plus
• Business: minimum 10-15 years
• Functional: minimum 5 years experience in the sporting goods industry
• Leadership: minimum 8-10 years in management
• Cross-functional experience, ideally with marketing / sales / management
• Industry: sporting goods / consumer goods / brand driven