Purpose & Overall Relevance for the Organization:

Responsible for planning, organizing, and driving the effective implementation of the communication strategy and key campaigns of the Business Unit, with a consumer-driven mindset and local relevance, with focus on building credibility and to drive sales.

Ensure the seasonal activation execution across all Marketing channels is consistent with pre-season and in season organization and direction.

Key Responsibilities:

• Drive the annual and seasonal Running activation plan, translating Global, Regional and Market priorities into locally relevant campaigns, brand moments and omnichannel activations that contribute to Brand and Business KPIs.
• Define and drive the Running category strategy in line with Global and Regional direction, ensuring alignment with Market priorities and the overall country Brand strategy.
• Lead the localization and development of Running campaigns and content, ensuring Global concepts are translated into culturally relevant consumer experiences across key touchpoints while maintaining consistency with adidas Brand standards.
• Lead and manage internal and external creative resources, including agency partners, from briefing through execution, ensuring strong creative output, effective ways of working and delivery against agreed timelines and objectives.
• Ensure alignment with key internal stakeholders, including CTC, Sports Marketing, Culture Marketing, Newsroom, Omnichannel, Digital and Regional teams, fostering a consolidated approach to deliver against Running strategic priorities.
• Manage marketing working marketing budget in line with strategic priorities, ensuring effective allocation, tracking and optimization of investment across campaigns, activations and key brand moments.
• Identify and develop strategic partnerships with athletes, communities, creators and external partners that strengthen Running relevance, create new consumer opportunities and support long-term brand and business growth.
• Monitor campaign and activation performance against Brand and Business KPIs, developing post-campaign learnings and actionable recommendations to continuously improve effectiveness and inform future planning.

Key Relationships: 

• Local SPOMA Team
• Local Newsroom Team
• Local CTC Team
• Local CuMa Team
• Local Omnichannel Team
• LAM BU teams
• Newsroom LAM
• Global BU of Running team
• Global Running Communication team
• External Agencies (marketing, media PR, events, content production)

Knowledge Skills and Abilities:

• Broad and deep knowledge of Brand Marketing and the Running category, combining strategic thinking with strong executional experience.
• Proven experience managing MWB and allocating marketing investment against strategic priorities.
• Deep knowledge and passion for Running, including product, athletes, communities, events and the broader Running culture.
• Solid understanding of the marketing mix, consumer behavior and how digital, communities and consumer engagement can drive brand and business impact.
• Experience developing innovative strategies and locally relevant consumer activations.
• Demonstrated ability to manage agency partners and influence cross-functional teams without direct management responsibility.
• Excellent project management, planning and presentation skills, with the ability to manage multiple priorities in a fast-paced environment.
• Good understanding of the LAM sporting goods industry, Running consumer landscape and relevant retail and omnichannel environments.

Requisite Education and Experience / Minimum Qualifications:

• 5 years of experience
• BA in marketing, advertising or related field required, MBA is a plus
• Minimum of five years of marketing experience in the related field of brand communications
• Fluent in Spanish & English.