Purpose

Defines local short- and mid-term objectives for the respective category and implements global and hub GTM strategies in a locally relevant way, addressing diverse consumer needs and distribution channels.
Drives cross-functional marketing execution and provides clear, commercial insights on local consumer behavior, market dynamics, and channel requirements to influence global GTM strategy development.
Collaborates closely with global and hub counterparts to identify business opportunities, maximize net sales and profitability (within strategic parameters), and ensure full end-to-end execution of the category management process.

Key Responsibilities

• Delivers a comprehensive local category range plan, including range selection, pricing, Go-in margin, forecasting, phasing, and campaign execution.
• Defines the Turkey category range in alignment with Global and Hub Business Unit guidelines.
• Analyzes sell-through performance and contributes to strategic planning through actionable insights.
• Aligns and executes the in-season brand calendar with cross-functional teams (Supply Chain, Channel Leads, Brand Activation, Omni Channel).
• Establishes and manages product segmentation strategies across categories and key accounts.
• Leads the sell-in process for upcoming seasons, including showroom preparation and sell-in presentations.
• Manages channel and account expectations by identifying market gaps and developing tactical products, price points, and exclusive offers.
• Monitors inventory performance and collaborates with relevant teams to maintain sustainable stock levels.
• Reviews the seasonal orderbook, identifies key actions, and partners with channels to secure business priorities.

Key Relationships

• adidas Brand Team Turkey
• EM Turkey Channel Teams (DTC, e-Com, Wholesale)
• EM Hub Category Team
• EM Turkey Supply Chain Management
• EM Turkey Demand Planning

KPIs

• Brand Health KPIs (Brand Momentum, NPS, Spontaneous Purchase Intent, etc.)
• Net Sales, GIM%, Category Share, Gender Distribution
• Orderbook Development
• Range Size and Efficiency (including overlap)
• Local Production / SMU / Early Launch Efficiencies

Knowledge, Skills and Abilities

• Strong business acumen and analytical thinking.
• Proven ability to build, lead, and motivate a high-performing category team.
• Excellent interpersonal and collaboration skills across functions.
• Demonstrated experience in merchandising, category management, brand, and sales.
• Strategic and creative mindset with strong commercial understanding.
• Fluent in written and spoken English.

Requisite Education and Experience / Minimum Qualifications

• University degree in Business, ideally with a focus on Marketing or Sales, or equivalent professional experience.
• Minimum 6 years’ experience in merchandising, cross-functional marketing, or sales.
• Excellent presentation and communication skills.
• Advanced proficiency in Excel and PowerPoint; working knowledge of Outlook and Word.
• Experienced manager with advanced cross-functional marketing knowledge and proven expertise in sport and/or lifestyle categories.
• Consumer-focused with deep product and range understanding, balancing brand and commercial priorities to build channel-specific GTM solutions.