Senior Director Brand, Israel

Area Emerging Markets

Department Brand

Direct Reporting Line General Manager, Israel
LocationHolon, Israel

GSMS Grade M1

     
Purpose & Overall Relevance for the Organization
Steer the execution of the Global and EM Brand Communications and Sport Marketing Strategy, ensuring consistent deployment throughout Israel to grow market share.

Implement and execute all brand communication touchpoints in accordance with the defined brand calendar, including Sport & Style Brand Activations, PR, Media Buying & Planning, and Sport/Entertainment Marketing. 

Key Responsibilities:

• Lead all aspects of Brand Communications and Sport’s Marketing for adidas brand in Israel including key campaigns and launches; calendars and processes; partners (inc agency) and athlete management; events and initiatives; media buying and PR.
• Sharpen the Brand's positioning/ perception, while strengthening its connection to athletes, consumers and other sport and culture stakeholders in the Market
• Work closely with all Marketing functions, Sales and Channel leads to analyse business performance and seize business opportunities across Israel to meet and/or exceed KPIs and financial targets
• Align with VP EM Brand on the strategy across all categories and develop a relevant Brand Communications & Sport’s Marketing strategy that drives brand priority product ranges, franchises and concepts locally
• Lead and steer the execution of global and local brand and sports brand communications and sport’s marketing strategies/concepts across all categories and ensure there is consistent deployment throughout Israel with a clear focus on key cities
• Effectively manage the assigned Marketing Working Budget, optimizing ROI.
• Own the seasonal calendar and MWB allocation.
• Provide a clear vision and direction to internal and external stakeholders (including agencies and partners) with relevant objectives and KPIs.
• Establish a high-performance culture and drive employee engagement, leading by example.
• Provide a suitable performance framework for direct reports by setting performance targets and providing coaching to drive continuous improvement.

KPI’s:

• Brand Net Sales and Margin
• Market Share of brand
• Full Price Sell Through
• Brand Sentiment
• Media and PR performance KPI’s
• Deployment of Marketing working budget
• ROI of all marketing spend

Key Relationships:

• Israel Leadership Team
• Functional leads within Marketing team
• BU Leads
• Sales and Retail Channels
• External Agencies

Knowledge, Skills and Abilities

• Significant knowledge & experience activating the brand communication marketing mix (media, events, sponsorship, retail, PR) with a major global brand or retailer (sporting goods / lifestyle industry)
• Deep understanding of the local sport environment (including events & partners) and lifestyle market (including local culture and partners)
• Experience setting brand communication strategies to deliver growth in local market
• Strong project-management skills
• Proven ability to lead large-scale projects
• Experience leading a dynamic team of individuals
• Ability to manage both internal and external parties (athletes, partners, agencies)
• Marketing budget management
• Advanced user of MS Office suite of products
• Experience in both market and above market organization preferred

Requisite Education and Experience / Minimum Qualifications:

• University degree in Marketing or a minimum of 10-12 years equivalent professional experience in Brand Communications & Sport’s Marketing
• Experience in a similar role – minimum 2-3 years
• Fluent in English