Manager- Marketplace (Media & Campaign Planning)

Area:                                                                                       Emerging Markets

Department:                                                                           Sales 

Direct Reporting Line:                                                           Director, DPC EM

Indirect/secondary reporting line:                                        NA

Subsidiary/country:                                                               Emerging Markets

Location:                                                                                India

GSMS Grade:                                                                                         M4

Number of Personnel Managed:                                           NA

Purpose & Overall Relevance for the Organization:

• To ensure profitable market share and net sales growth for the Ecom Marketplace in Emerging Market (EM) while respecting the image of the adidas Group brands
• Support the growth of the Ecom Marketplace, accountable for improving financial performance of your winning digital accounts
• Show clear “expertise in the digital space”, and support the required initiatives and capabilities to “win the digital marketplace” with increased sell through and market share across all accounts with a focus on key digital players across the clusters within EM
• Support the EM Digital Partner Commerce (DPC) organization, by providing oversight and excellence through people leadership across the Digital planning, Campaign Management & Analytics functions.

Functional Mandate:  

The Manager, Ecom Marketplace Media and Campaign Planning, partners with the Director, DPC by providing leadership and oversight of the Digital Planning, Campaign Management and Campaign Analytics. He/she helps drive overall channel net sales goals aligned with DPC Partners onboarded on Ecom Marketplace through relentless execution of brand and channel priorities through enhanced levels of engagement and internal stakeholders at adidas.   

Key Responsibilities:

• Digital Planning & Cost Management
  • Negotiation and alignment of on-platform media plans with Ecom Marketplace partners as per NS plans
  • Oversee the end-to-end execution of the Marketing budget to ensure best results for the brand on digital commerce platforms through excellence in interaction model with partners and internal teams (Finance, Marketing) & DPC partners.
  • Ensure best-in-class execution of the Joint Marketing Plan with Ecom Marketplace platforms including Commercial and Brand moments activation every month

• Data Analytics:
  • Drive excellence in interpretation of funnel data and sellout data and metrics.
  • Establish regularized cadence to track on actionable insights from brand performance insights from reports available on all platforms.
  • Assess on-platform performance on Share of Search, Keyword performance, Brand recall, Awareness index, Consideration metrics, New to Brand % etc.

• Campaign Management & Optimizations
  • Drive regularized implementation and optimization on Display and Search campaigns being executed with platforms in conjunction with Commercial and Brand events calendars
  • Establish regularized cadence to track campaign performance across platforms

Key Relationships:

• External: Ecom Marketplace partner’s category team, marketing teams
• Clusters: DPC Teams, CTC and Brand Activation team, Finance team
• Hub: CTC, Finance, Ecom

Knowledge, Skills and Abilities:

• A Growth and a Digital mindset
• Strong interpersonal skills,  influencing skills: Very good communication and negotiating abilities as well as high presentation, relationship management and facilitation skills.
• High degree of commercial and business acumen (e.g. sales, retail, trade marketing, customer service, finance and controlling)
• People & Stakeholder management experience
• Independent & Interdependent working style: Able to work on his/her own and drive organizational goals.
• Zoom In / Zoom Out: Ability to work in detail and at the same time keep overarching channel / company goals in mind.
• Comfortable with platform analytics and digital metrics like conversion, CTR, ROAS, Views, Impressions, PPVs, GVs etc.
• Sales / Account Management experience (good to have)

Requisite Education and Experience / Minimum Qualifications:

• MBA or equivalent qualification marketing / sales focus
• 5-6 years of experience within large sales organizations, ideally in apparel/fashion/shoes or FMCG / FMCD of which min 2 years in Ecom or related role  
• IT skills: Advanced MS Office Skills