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Manager, Brand Communications & Membership

KEY RESPONSIBILITIES:

 

1. BRAND COMMUNICATIONS STRATEGY & INTEGRATED PLANNING

  • Lead the development of the local Brand Communications strategy and annual plan, translating Global/Regional Brand direction and business priorities into a clear local communications agenda
  • Continuously monitor consumer, cultural, category and competitor trends, and translate relevant insights into strategic Brand and campaign opportunities.
  • Leverage consumer, campaign, channel and business performance data to inform planning, investment priorities and optimization
  • Develop campaign strategies based on consumer and business insights, defining clear objectives, target consumers, key messages and channel roles
  • Define the integrated consumer journey across key Brand and category campaigns
  • Lead the development and localization of locally relevant campaigns, content and storytelling across PR, social, media, influencer/KOL and experiential touchpoints
  • Establish campaign KPIs, evaluate performance and translate learnings into future strategy and planning

 

2. CHANNEL / RETAIL INTEGRATION & DIGITAL ACTIVATION

  • Set the overall Brand Communications direction across channel/retail and digital touchpoints, ensuring alignment with Brand and business priorities
  • Ensure Channel/Retail Activation is integrated into the overall campaign strategy and consumer journey, in close collaboration with the functional owner and relevant commercial teams
  • Define local digital activation priorities across website, mobile app, CRM, eCommerce, paid media and other relevant digital touchpoints
  • Partner with regional Digital, CRM, Media and eCommerce teams to ensure integrated and timely campaign delivery
  • Use campaign and consumer performance insights to optimize channel integration and digital activation

 

3. PARTNER ACTIVATION

  • Lead consumer-facing activation strategies for relevant Brand and Sports Marketing partnerships
  • Translate partnership rights, assets and access into integrated campaigns, content, events, retail and consumer experiences
  • Collaborate closely with Sports Marketing and other partnership owners to maximize partner stories and assets across relevant consumer touchpoints
  • Ensure partner activations are integrated into the broader Brand Communications calendar and support Brand/category priorities

 

4. MEMBERSHIP STRATEGY & ACTIVATION

  • Lead the local Membership strategy and annual activation roadmap in alignment with regional Membership priorities and country Brand and commercial objectives
  • Define the role of adiClub across key Brand campaigns, product launches, retail moments and consumer experiences
  • Drive member acquisition, engagement and retention through integrated Retail, Digital, CRM and experiential activations
  • Lead key Membership moments including adiClub Days, exclusive access, raffles and money-can’t-buy experiences
  • Own the end-to-end member journey across Retail, eCommerce, CRM, Digital and Brand Activation touchpoints
  • Track Membership performance and translate member and campaign insights into actionable improvements

 

5. AGENCY, BUDGET & GOVERNANCE

  • Lead strategic briefing and management of creative, PR, social, media and activation agencies, ensuring clear direction, deliverables and quality standards
  • Own and manage Brand Communications and Membership budgets, ensuring disciplined investment, accurate tracking and effective utilization of resources
  • Ensure activities comply with adidas Global/Regional Brand guidelines, internal governance and relevant local legal requirements
  • Lead campaign and project post-evaluation, consolidating key learnings and recommendations for future planning

 

6. CROSS-FUNCTIONAL & STAKEHOLDER MANAGEMENT

  • Act as a key Brand Communications and Membership interface across relevant local, regional and global stakeholders
  • Partner closely with GTM, Sports Marketing, Retail, Wholesale, eCommerce, Visual Merchandising, Digital, CRM, Finance, Legal and other relevant functions
  • Drive alignment on Brand Communications and Membership priorities, key milestones, responsibilities and execution requirements.
  • Provide Brand Communications and Membership expertise and consumer insights into relevant Brand and business planning processes.

 

KEY RELATIONSHIPS:

 

  • Local: Go To Market, Sports Marketing, Visual Merchandising, Digital, Customer Service, Sales, Finance, Supply Chain
  • Global/Regional: Brand Activations, Membership, Digital Consumer Experience, Brand Partners, Legal/IP
  • External: Brand/Marketing Partners, Agencies/Vendors, Media/Influencers/KOLs, Retail Partners/Customers

 

KNOWLEDGE, SKILLS AND ABILITIES:

 

  • Strong strategic Brand Communications and integrated marketing capability
  • Strong understanding of PR, social, media, digital and consumer activation
  • Membership/CRM and consumer journey understanding
  • Strong consumer, cultural and commercial mindset
  • Strong agency, stakeholder, project and budget management skills
  • Ability to translate strategy into clear direction and high-quality execution
  • Strong communication, presentation and influencing capabilities
  • Ability to work at pace, manage complexity and prioritize across multiple workstreams
  •  

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:

 

  • University degree in Marketing, Communications, Business or a related field
  • Minimum 5 years’ relevant experience in Brand Communications, Integrated Marketing, Consumer Activation and/or Membership/CRM
  • Experience in sports, fashion, lifestyle, retail or other consumer-focused industries preferred
  • IT: Microsoft Outlook, Word, Excel, PowerPoint
  • English: Fluent in all four skills (speaking, writing, reading, presenting)
  • Local language: Proficient

 

 

AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE’S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE: THIS IS HOW WE WIN WHILE PLAYING FAIR.

  • COURAGE: Speak up when you see an opportunity; step up when you see a need..
  • OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
  • INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
  • TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
  • INTEGRITY: Play by the rules. Hold yourself and others accountable to our company’s standards.
  • RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.


At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage.

– Culture Starts With People, It Starts With You –

By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.

Job Title:  Manager, Brand Communications & Membership

Brand: 
Location:  Ho Chi Minh City
TEAM:  Digital
State:  65
Country/Region:  VN
Contract Type:  Full time
Number:  550208
Date:  Sep 24, 2026
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