Purpose & Overall Relevance for the Organization

The mission of the Brand Communications Manager Running & Outdoor is to position adidas as the best Running & Outdoor brand in the Emerging Markets Central (MENA & former CIS countries) region through maximizing innovative and inspirational brand exposure to create the perfect brand image to build brand desire, increase participation in running and outdoor activities, and drive traffic to retail (off- and online).

Key Responsibilities

• Drive the overall brand communications strategy for Running & Outdoor through product campaigns and brand moments.
• Lead the development, preparation and execution of Running & Outdoor campaigns working in close collaboration with hub and key city teams, in above-the-line and below-the-line media including media planning, buying activities and activation.
• Proactively work with and support the Brand Communication Director to direct the media, activation, and creative agencies to maximize brand and product exposure for adidas while maximizing integration with other elements of the marketing mix.
• Remain up to date on the fast-developing Media Environment in general and New Media technologies and opportunities to grow the Running & Outdoor category.
• Proactively work with the Sports Marketing team in supporting all their brand partner activities with the aim to position the brand as set out in our objectives.
• Provide input into the annual and quarterly media/advertising plan in close coordination with the agencies.
• Assume responsibility for the (legally) correct usage of the adidas trademarks and logos.
• Lead the creation and delivery of agency briefs for adidas Running & Outdoor in EMC to ensure responses are insight-led, aligned with global guidelines, inspirational and on budget.
• Steer the MWB allocation across the Market alongside the hub teams and within Global guidelines as part of the planning process.
• Establish and create strong relationships and manage day-to-day activities with relevant internal and external partners.
• Be the ultimate Brand Guardian for adidas Running & Outdoor in the EMC region.

KPI’s

• Share of Search
• Market Share
• Market Sales vs Plan
• Direct-to-Consumer traffic and conversion

Key Relationships

• Brand Activation hub and market
• Brand Management functions at Global as well as EM level
• EM Central BU Directors
• EM Concepts-to-Consumer team
• Country Comms Teams
• External Agencies

Knowledge, Skills and Abilities

• Strategic Thinking with Operational Discipline
• Executional excellence
• Excellent creative/design/art direction sense
• Strong conceptual understanding of brand building
• Strong PR event experience and event management skills
• Significant knowledge of the full marketing mix (advertising, events, sponsorship, retail) with a major brand or agency (sporting goods or FMCG industry preferred)
• Strong expertise in digital and social media
• Advanced user of MS Office suite of products
• Marketing Budget Management
• Strong interpersonal and influencing skills (e.g. relationship management, facilitation and consumer-minded brand builder)

Requisite Education and Experience / Minimum Qualifications

• University degree in Business or a minimum of 4-6 years equivalent professional experience in Marketing (agency or client side).
• Previous experience in a matrix organization with Global and Local exposure.
• A strong passion for running, outdoor activities and sport culture.
• Fluent in English.