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Manager Brand Communications Originals GCC

Purpose & Overall Relevance for the Organization


Manage execution of the Global and EM Brand Strategy for Originals concepts. Lead on consumer insight; focusing on street culture and identifying the relevant communication and activation strategies for the bullseye Originals consumer. Ensuring consistent deployment throughout EM GCC, delivering on all relevant Brand KPIs with a focus on growing NPS. Implement and execute all Originals Brand Activations in line with the global brand calendar. Embody the brand ethos and understand the Originals audience with intimacy.


Key Responsibilities:

  • Drive the execution of the EM GCC Brand Marketing activation calendar for Originals.
  • Full management of the Marketing Working Budget for Originals across EM GCC with support from the Director of Brand Communications.
  • Lead the creation and delivery of agency briefs to ensure responses are focused on the Originals consumer, insight led, aligned with global guidelines and on budget.  
  • Ensure world class campaign executions by focusing on brand priorities, such as trade zone, open source and speed.
  • Negotiate and track quotations with vendors by setting clear objectives and expectations.
  • Proactively works with PR to support EIM activities where relevant.
  • Drive EM GCC Brand KPIs and monitor Brand Health via tracking studies.
  • Other duties as assigned by the Director of Brand Communications.



  • GCC Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent).
  • Growth of Originals Market Share within the GCC.
  • GCC Direct Category Contribution vs. Plan.
  • GCC Campaign ROMI.
  • EM Net Sales, Category growth, FPST and DTC/E-com traffic.
  • MWB compliance.


Key Relationships:

  • GCC Peers reporting into the Senior Brand Communication Manager.
  • GCC Merchandising teams’ cross category.
  • GCC Wholesale, Retail and eCom Marketing teams.
  • Advertising, Media, Digital and Events agencies.




Knowledge, Skills and Abilities:


  • Significant knowledge of the full marketing mix (event, sponsorship, media and activation) with a major brand or retailer (fashion industry or FMCG candidates preferred)
  • Good experience in managing cross-functional projects and strong administrational skills.
  • Professional attitude and strong relationship management skills.
  • Marketing budget management.
  • Advanced user of MS Office suite of products.



Requisite Education and Experience / Minimum Qualifications:


  • University degree in Business or Marketing with a minimum of 4 - 6 years equivalent professional experience.
  • Previous experience in a Matrix organization with Global and Local exposure.
  • Fluent in English.
Location:  Dubai
Country:  United Arab Emirates
Team:  Marketing & Communications
Brand:  adidas
Position Type:  Full time
Number:  190933
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