This role is responsible for leading the Brand Communications strategy for the Running and Training categories in Colombia, while also supporting cross-category initiatives. The Sr. Specialist will drive the development and execution of regional and local campaigns, ensuring strong storytelling, disruptive activations, and brand consistency across all consumer touchpoints. A key part of the role is to lead adidas Runners in the market and launch and scale Splits in Colombia, reinforcing adidas’ leadership in performance. This position requires a bold mindset oriented to innovation, cultural relevance, and impact-driven actions, always anchored in data and business priorities.

Key Responsibilities:

• Lead the Brand Communications planning and execution for Running and Training categories in Colombia.
• Execute regional and local campaigns aligned with the LAM calendar and strategy, ensuring full integration across media, social, PR, and activations.
• Own the launch and expansion of Splits in Colombia, in coordination with the market and LAM teams.
• Lead the communications strategy for adidas Runners in Colombia, ensuring alignment with global and regional direction, and building relevance through storytelling, PR, and digital channels.
• Support cross-category initiatives by working closely with other brand and commercial teams to amplify brand impact across all touchpoints.
• Manage local, regional, and global stakeholders, ensuring alignment, collaboration, and consistent messaging across the brand ecosystem.
• Manage external agencies (creative, media, PR), ensuring clear briefing, on-time delivery, and consistency with brand positioning.
• Ensure operational excellence through tools like EIMs, budget tracking, and performance measurement.
• Own the product buying process for communications purposes (PR seeding, activations, storytelling), ensuring alignment with business goals and maximizing brand heat in key categories.
• Use tools such as Ipsos, Kantar, and Segmenta to analyze brand performance and derive insights that shape future strategies and actions.
• Bring a strong innovation mindset to challenge the status quo and propose fresh, disruptive ways to connect with consumers and communities.                   
• Ensure campaigns and activations are connected to business results, with a focus on driving purchase intent and supporting category sell-out.

Key Relationships:

• Brand Comms Team
• Regional BU’s (Running, Training, and others)
• CTC’s (Running, Training, and others)
• Sales Channels Teams
• Global and LAM Brand Activation Teams
• External Agencies (Creative, Media, PR)
• adidas Runners Captains and Community

Knowledge Skills and Abilities:

• Strong knowledge of brand communications, storytelling, campaign planning, and activations
• Experience managing cross-functional teams and external agencies
• Passion for sports, culture, and innovation
• Excellent project management and multitasking skills
• Analytical mindset and experience using consumer insights tools (Ipsos, Kantar, Segmenta)
• Comfortable working in fast-paced, matrixed environments

Requisite Education and Experience / Minimum Qualifications:

• University degree in Marketing, Communications, Business, or related field
• At least 3–5 years of experience in brand marketing or related areas
• Fluent in Spanish and English
• Experience in running or performance-related categories is a plus