Manage the alignment in the digital ecosystem at the category level by curating and creating calendars & activation plans with input from all stakeholders. Contribute to mapping, implementation and governance of the consumer journey in the adidas digital eco system (.com and apps) for assigned categories.

Help to achieve the eCom brand and commercial goals by driving eCom Sales, NPS, Brand Awareness, Consumer Acquisition & Retention.

Deliver a consumer experience that is:

PREMIUM: inspire love for our brand and desire for our product.

CONNECTED: offer a seamless experience across all consumer touchpoints.

PERSONALISED: delivering the right message to the right audience.

Key Responsibilities:  

• Partner with European BUs and Digital Global teams to translate a global seasonal plan for the European adidas digital ecom system (.com/apps) and inform on local adjustments for the assigned categories.

• Maintain the category digital activation seasonal calendars, using business designated calendar tools.

• Manage the digital activation process with stakeholders across Brand / eCom / Newsroom for all assigned category items on calendar. Play a pivotal role in the partnership with the European Category BU Comms leads on Go to Market plans and supporting the Calendar deviations feedback to Global BU’s.
• Actively seek insights from key stakeholders regarding consumer insights that can better direct planning, establish KPIs and generate insights for real time optimization of campaigns
• Communicate post-campaign feedback to the global Digital teams to inform the digital campaign standards.

• Implement the Digital Campaign Standard with Digital Content, Media Activation, Analytics and eCom Partners and formalise activation plans based on most effective consumer journeys.
• Partner with eCom Digital Merchandising, eCom product buying+planning to ensure business needs are effectively supported, driving agile in season adjustment to category calendars as required.
• Brief the Digital Content Category team on needs to support the adidas digital eco system (.com/apps) and media category plans. As project owner, oversee and govern the end to end implementation of stories.
• Input optimal commercial consumer journey into Brand Comms media brief for assigned categories.

• Contribute to and have joint responsibility for the delivery of the adidas digital eco system commercial KPI’s for assigned categories.
• In collaboration with the Omnichannel team provide input to the End to End process and share digital learnings with the Global Digital teams.
• Based on business needs and consumer insight, on case by case basis play an active role in participating in prioritising and supporting the non-concept in-season Reactive Marketing activity and in-campaign Optimization agile process.
• Implement the process to ensure that the Key City needs are factored into the assigned category campaign consumer journeys plans working closely with the Key City and Localization Planner.
• Align with Newsroom and Media Activation on social campaign sequencing strategy & planning, feedback on campaign cross-over (horizontal social laydown) through the implementation of the social strategy.
• Support special projects as required.
• Mentorship of junior team members. Test and Learn. Live the adidas values.

Key Relationships:

• Global and Europe Marketing (Business Units)
• Brand Activation teams (Media Activation, Digital Content, Consumer Engagement)
• eCom (UX, Digital Merchandising/Master data/Supply Chain Management/Operations/ eCom product buying+planning/Analytics)
• Global Digital teams (Digital Planning, Activation, Calendar)
• Newsrooms
• Key City Planning

Knowledge, Skills and Abilities:

• Understanding of digital brand and commercial KPI’s and drivers of the eCom business.
• Good project management and stakeholder management skills.
• Holistic view of digital ecosystem and consumer journeys.
• Working knowledge email, display, and paid social tactics.
• Comfortable working with enterprise-level platforms and technologies
• Strong understanding of digital IT products and capabilities
• Fluent in English both verbally and written
• Good communication skills, comfortable presenting to stakeholders at various organizational levels both in person and remotely
• Ability to think and act strategically and ability to prioritize and delegate high numbers of tasks with varying workload and importance
• Understanding of Brand Marketing content delivery needs, solutions and processes
• Ability to understand consumer behavior across the entire digital landscape
• Ability to handle ambiguity and untangle complex situations into actionable activities
• High resilience and solution oriented attitude

Requisite Education and Experience / Minimum Qualifications:  

• Four-year college or university degree preferably in a Marketing discipline
• 5 years + broad marketing/digital experience