Purpose & Overall Relevance for the Organization:

Creating and implementing the overall digital strategy (Brand & Ecommerce) for adidas in EMC, covering all our digital platforms, including owned apps and websites, as well as key partner platforms while ensuring alignment with the Global Brand Strategy and delivering a premium end-to-end consumer experience. This includes integrating global best practices and leveraging technological advancements to drive business growth. Leading innovation in digital consumer experiences and operational system efficiency and identifying strategic investment areas to set the business up for mid- to long-term success. Inspiring and guiding a team of digital marketers to set new benchmarks in the industry.

Key Responsibilities:

• Lead the full digital paid media strategy and execution for adidas in EMC across multiple countries, overseeing brand and performance marketing campaigns across own and partner platforms.
• Oversee the development and execution of marketing plans and campaigns with agencies for different business units in sync with business plans, annual marketing calendar and supporting customer engagement.
• Create & orchestrate a membership strategy and growth plan: unlock high growth in eCommerce by leveraging membership data, turn in into insights and action plans, create impactful and scalable solutions to boost CLTV, non-buyers conversion, etc.
• Drive continuous improvement of marketing metrics and KPIs, esp for performance marketing campaigns, of EMC to increase efficiency in budgets and ROI.
• Drive digital transformation initiatives within the marketing function by leveraging data-driven insights, while staying abreast of the latest digital trends and ongoing advancements in digital technologies and marketing best practices.
• Work across channels and media to leverage the power of digital across all touchpoints.
• Lead global best practices implementation in EMC like Media Mix Modelling, Brand Funnel, SOS, etc. to inform strategic decision-making and identify new opportunities.
• Act as a key advisor to the internal stakeholders on any brand/digital marketing-related matters and communications.
• Manage relationships with external agencies, partners, and stakeholders to maximize reach and effectiveness.
• Oversee budget planning, allocation, and optimization for all marketing activities in scope.
• Manage brand positioning, messaging, and visual identity to ensure consistency and impact across channels and markets in accordance with brand guidelines, design formats and marketing principles.

People Management

• Lead and inspire a diverse team of strong professionals across all clusters, fostering a culture of collaboration, innovation, and accountability.
• Provide clarity, direction, and measurable targets for the team, aligned with adidas strategy and business outcomes.
• Continuously optimize organizational structures, team workload, and operating models to deliver maximum impact.

Key Relationships:

• EMC Heads of DTC & WHS channel teams
• EM Brand and ECOM teams, including BUs
• EMC Brand: Brand Activation, Omni and CTC teams
• EMC & EM IT teams
• Global Ecom & Digital teams

Education & Professional Experience

• 8+ years of experience working within a strong digital brand or an eCommerce environment.
• Solid understanding of the Digital & Media planning processes including benchmarking Plans, media costs, consumer segmentation & consumer journey and new media trends.
• Well versed with emerging technologies, digital ecosystems, and innovation methodologies.
• Demonstrated success in building new practices, managing large-scale programs, and creating measurable commercial and consumer impact.
• Extensive experience in leading cross-functional and global teams.
• Experience/involvement in working in and understanding of the adidas Brand Marketing organization is a plus.

Soft-Skills

• Ability to work across multiple functions with exemplary cross-functional collaboration, resourcefulness and influencing skills.
• Inspirational leader with a passion for innovation and consumer-centricity.
• Strong strategic thinking and ability to translate vision into execution.
• Exceptional communication and influencing skills, with proven ability to engage senior stakeholders.
• Thought leader with ability to represent adidas externally and shape the industry dialogue on digital innovation.
• Experienced people manager; leading teams (including virtual teams); creating a high-performance environment built around creativity and empowerment.