Purpose & Overall Relevance for the Organization:

At adidas, we have a clear purpose: “Through sport, we have the power to change lives.” This guiding principle shapes how we operate as a company, how we collaborate with our partners, how we create our products, and how we connect with our consumers. Our values represent essential behaviours and mindsets, reflecting the “You Got This” attitude we strive to see in every team member.

This same purpose and mindset are at the heart of Concept to Consumer (CTC) role that drives category business success and execution within the country by aligning local strategies with regional (LAM) and global frameworks. Category country lead that ensures that product offerings, pricing, and go-to-market (GTM) strategies are tailored to local consumer needs with a broader brand strategy and business objectives.

Key Responsibilities:

· Provide market and financial category insights to regional functional teams (Range Architecture & BUs) to inform strategic decisions.

· Manage country range selection at channel level, based on LAM structure guidelines, including Bread & Butter and local relevance, and ensuring delivery in systems to enable sell-in process.

· Lead local Go-to-Market (GTM) category implementation across functions, aligning seasonal strategies with local execution and supporting sell-in processes. Communicate global/regional strategies to local sales teams and key stakeholders (e.g. local marketing team, purchasing team) through data (consumer insights, competition, trends and others).

· Drive forecasting guidance & buying recommendations aligned with category strategy partnering with Demand Planning; monitor adherence and adjust (e.g., additional buys or cancellations) as needed.

· Lead category activation with functional brand teams, ensuring timely and impactful execution across touchpoints.

· Oversees in-season trading strategies across channels, ensuring agility in response to market dynamics.

· Lead end-to-end product development for local creations (e.g., clubs, federations), from briefing and sample approval to feasibility checks and margin analysis, in collaboration with Sports Marketing and Global Creation (For Brazil, and in other countries for football category)

· Budget and Business Estimations: Build business cases and annual budgets for local clubs. Track performance vs. plan and support Sports Marketing Operations (SPOMA) and Culture Marketing in preparing result presentations.

Key Relationships:

· Marketing Operations

· Channel teams (Wholesale, Retail & Franchise, eCommerce)

· Demand Planning

· Supply Chain teams (Order Fulfilment & Purchasing)

· Omnichannel teams

· Brand Communications

· SPOMA & Culture Marketing

Knowledge, Skills and leadership abilities:

· Ability to shape strategic direction and anticipates market shifts

· Strong communication and presentation skills

· Proven experience in aligning cross-functional teams and managing complex projects

· Demonstrated ability to translate global/regional strategies into local execution

· Strong track record in forecasting, financial planning, and profitability management

· Experience in product lifecycle management, GTM planning, and campaign execution

Requisite Education and Experience / Minimum Qualifications:

· University degree in Business, Marketing, or related field; MBA or postgraduate specialization is a plus

· Minimum 7 years of experience in category management, marketing, or commercial strategy roles

· Minimum 2–3 years of people management experience, ideally in a matrixed organization

. Fluent in English and Spanish