Purpose & Overall Relevance for the Organization

In this role, you will play an integral part in building the adidas brand as the best sports brand in Turkey through innovative storytelling and inspirational brand exposure for respective categories.

Senior Brand Communication Specialist will play an important role in supporting to launch campaigns according the campaign strategy for respective categories. This role will work closely with EM HUB Brand Team and Turkey cross-functional teams to bring these campaigns to life. As part of the Turkey Go-To-Market (GTM) milestones, you will lead respective categories’ brand comms deliverables.

Lead all Running & Outdoor category activations along the defined brand calendar, including internal briefs, agency briefs etc. (event-creative)

Key Responsibilities:

• Drive and deliver impactful market activation plans for Running and Outdoor categories, in close collaboration with the Line Manager, ensuring alignment across all communication channels.

• Plan and execute brand activation initiatives across the GTM cycle; act as a key point of contact for brand communication deliverables together with the Line Manager across GTM milestones.

• Ensure Global and EM marketing guidelines, brand frameworks and governance are upheld and correctly applied to local market executions.

• Plan, drive and maintain the seasonal Brand Activation & Communication Calendar for assigned categories, aligning key decisions and priorities with the Line Manager.

• Ensure global product and brand launches are effectively translated into the local market and aligned with local media, retail and digital plans, with regular alignment and approval from the Line Manager.

• Work in close collaboration with Media & Digital Activation, Newsroom, Sport & Influencer Marketing, CTC, E-Com, Retail, PR, Key City teams and SPOMA, ensuring seamless execution and consistent brand messaging.

• Support e-commerce, in-store, media, PR and Key City initiatives with campaign development, content and creative assets aligned with category and brand priorities; collaborate closely with PR & Social teams to develop and deliver social media plans.

• Brief and manage creative, production and event agencies for localized content; ensure creative work is aligned and approved in coordination with the Line Manager and Global / EM marketing teams.

• Identify, engage and integrate relevant clubs, communities, federations and partners into Running and Outdoor activation plans; align scope, objectives and agreements together with the Line Manager and internal stakeholders.

• Define and track KPIs for global and local campaigns; prepare performance reports, insights and learnings, reviewing outcomes and recommendations with the Line Manager before wider stakeholder sharing.

• Monitor and analyze competitor activities and category trends; translate insights into activation and optimization recommendations in alignment with the Line Manager.

• Follow up budgeting and MWB spending for assigned categories; prepare seasonal budget overview inputs together with the Line Manager.

• Perform additional duties as assigned by the Line Manager.

KPI’s:

• Brand Health KPIS (Brand momentum, Share of Search, Spontaneous purchase intent, etc.)
• Brand / Category Net Sales
• Key Campaign Sell Through %
• DTC traffic and conversion
• Key Digital KPIs (reach, engagement, sessions, transactions, etc.)
• Brand marketing budget accuracy