Director/Sr. Manager Brand Communication, Originals

Purpose & Overall Relevance for the Organization:
The mission of the role is to build the adidas brand as the best sports brand in China through
maximizing innovative and inspirational brand exposure by recommending, planning and
executing initiatives in Above-the-Line, Online and Mobile Media. He/she will achieve this
mission by:
 Pro-actively developing and recommending advertising, new media strategies and its
derived programs.
 Planning and overseeing the development, preparation and implementation of the
adidas communications campaigns, in above-the-line and below-the-line media and
(mobile) Internet, including media planning and buying activities.
 Pro-actively directing agencies and her/his team to maximize brand and (new) product
exposure for adidas while maximizing integration with other elements of the marketing
 Being a key Brand Guardian

Key Responsibilities:
 Pro-actively develops and recommends integrated advertising, new media strategies
and its derived programs according to the marketing plan
o Suggests how to strategically position adidas to convey the brand as innovative
and inspirational
o Provides input into the annual and quarterly media/advertising plan in close
coordination with the creative, media, digital, and PR agencies
o Provides input into the annual and quarterly marketing plan and provides input
into the brand asset plans
o Strategically utilizes our global and local sponsored athletes/celebs/KOLs,
teams, and events with effective communication initiatives to provide the
 Creates comprehensive action plans for all Brand communications projects with the aim
to maximize brand and (new) product exposure while maximizing efficiencies
o Identifying how global communications can be adapted and implemented or
developed to local initiatives
o Recommends and/or develops creative material for brand campaigns with senior
o Develops rollout plans that are in line with the marketing plan and time frame
o Constantly liaises with Retail and Sales and with other communications
disciplines to ensure smooth implementation
 Proactively works with Sports Marketing, EIM and Retail Marketing teams in supporting
all their brand asset activities and all trade fairs and trade meetings with aim to position
the brand as set out in our objectives
 Remains up to date on the fast developing Media Environment in general and New Media
technologies and opportunities in particular
 Identifies communication opportunities, as well as opportunities for Co-ops & Cobranding

 Manages sourcing of all (locally produced) Brand Communication material at the lowest
price while still maintaining good quality and adidas standards
 Assumes responsibility for the (legally) correct usage of the adidas trademarks and
 Sources, establishes strong relationships and manages day-to-day activities with
relevant agency partners and (media) vendors
 Proactively directs the Brand communications team to create the most innovative and
creative ideas
 Provides briefings to the Creative Services to convey the desired retail presence and
image at retail

 Develop and Manage category monthly budget plan based on agreed marketing calendar
of a good balance of brand and commercial needs.
 Follows, maximizes and controls the Brand Communication budget as set according to
the Marketing Plan
 Suggests future Brand Communication budgets
 Negotiates and develops quotations with vendors by setting clear objectives and
 Evaluates and recommends pricing levels for all Brand Communication purchases

Systems and Processes
 Develops and implements planning and execution processes, follows the marketing plan
timely, and that maximizes brand and (new) product exposure
 Executes and tracks the Brand Communications plan
 Implements quality control systems for production of all materials containing adidas
 Co-ordinates all launches of relevant material with Category Merchandising team and
Sales department
 Establishes and maintains system to track and restock inventories for all related
 Develops, maintains and co-ordinates processes with the Retail Operations Department
and the Sales department that ensure timely (in-store) implementation around the
 Post evaluates campaign performance by conducting or coordinating research and
tracking project development, and then collating results into regular quality reports
 Benchmarks the progress in the brand perception of the consumers
 Is responsible for on-time and accurate provision of Commitment and Payment requests
related to all Brand Communication projects
 Fully optimizes integration with other Communications disciplines such as PR and
Creative Services

People Management
 Provides strong leadership for horizontal as well as vertical reports
 Sets performance plans with each direct report
o Plans include goals, key job responsibilities, competency development,
measures, and follow-up activities.
o Reviews include goals, key job responsibilities, company values and competency
 Provides coaching & feedback to subordinates
 Ensures that direct reports set performance plans with subordinates
 Cooperates with superior & HR in all pay decisions regarding subordinates
 Generates a high level of teamwork between all Departments

 Implement a training and development plan for brand communication team
 Ensure team understand the role of marketing, and branding at adidas
 To some extent, actively participate in departmental level trainings and development
initiatives and activities
 Through the internal communications team, communicate brand communication
information and initiatives to entire company in a timely fashion

 Other job-related work assigned by supervising manager

 On time launch of campaigns
 Quality of recommended and executed initiatives to maximize brand and product
exposure and are implemented at industry leading standards
 Improvement in our Brand Health KPIS (Brand momentum, Net Promoter Score,
Spontaneous purchase intent, etc.)
 Integration of ideas with other disciplines
 Improved professionalism of the team
 Delivery on Initiatives identified by the Senior Management team
 Sell through target for related category

Key Relationships:
 Category Merchandising team
 Brand Communication team
 Retail Marketing team
 Regional & HK , TW team
 Sports Marketing team
 Global Brand Communication Team

Requisite Education and Experience / Minimum Qualifications:
 Minimum of 8 years’ experience in the advertising or communication dept. with an
international brand
 Previous experience in advertising, PR, and Creative Services in China; Previous
experience with media in China
 Knowledgeable about China sports and international sports/or fashion, lifestyle
industry. An interest and desire to participate in and learn about sports i.e. a sports
 Excellent presentation and organizational skills
 Exposure – Sports, brand/category marketing, trade marketing
 Relevant China marketing experience, preferred
 University Degree or above. Preferably in a marketing or communications related
 Outlook – basic; Word – advanced; Excel – advanced; PowerPoint – advanced
 Fluent in English and Mandarin (written and spoken).
 Mandarin Chinese as native language preferred


Knowledge, Skills and Abilities:
 Manage Business (Processes and Projects)
 Manage and Develop People
 Result Orientation
 Ability to lead and InfluenceOthers
 Planning and organizing
 Strategic Acting
 Conceptual understanding of marketing as brand building tool
 A passion for and an understanding of the category along with the desire to translate the
passion into building the adidas brand in the region
 Strong team player
 Very high level of integrity
 Communication skills, relationship management and empathy
 Negotiation skills
 Excellent creative/design/ art direction sense
 Ability to multi-task and attention to detail
 Ability to take calculated risks


Location:  Shanghai
Country:  Greater China
Team:  Marketing & Communications
Brand:  adidas
Position Type:  Full time
Number:  172150