Your Role and Impact

As a Retail Marketing Activation Expert, you play a key role within the adidas Concept Stores (adidas Brand Centers + Original Flagship Stores), being responsible for connecting the stores with the city and its communities, driving brand heat, cultural relevance, and business impact.

Through a best-in-class mix of retail activation, events, influencers, PR, media, and community engagement, you ensure that our Concept Stores are best in class.

You will bridge the consumer journey in-store with adidas’ brand strategy in the city, working closely with internal and external stakeholders to deliver innovative, consistent, and impactful activations that strengthen both consumer perception and stores performance.

Key Responsibilities

• Ensure the execution of the seasonal activation program in line with adidas brand guidelines, adapting and localizing the activation calendar provided by Europe into the Concept store context.
• Develop and deliver additional local activations (windows, VM alignment, in-store communication, events, PR & influencer activations) to complement the global and European brand calendar
• Act as project and event producer: plan, organize and deliver high-quality activations and events within the stores, ensuring flawless execution, timeliness, and adherence to budget.
• Partner with store leadership (Store Director, Managers, VM) to integrate activations seamlessly into the consumer journey and maximize business impact.
• Build and maintain strong relationships with local communities, cultural players, and influencers relevant to sport, style and culture within the city, particularly when it comes to Orignals Flagship Store.
• Collaborate cross-functionally with internal stakeholders (Brand, Cultural Marketing, Sports Marketing, PR, Media, Finance, Legal, Europe Retail Marketing) to align on strategies, approvals, KPIs, and execution.
• Partner with external agencies, suppliers, and communities to co-create and deliver activations.
• Ensure continuous consumer and business insights collection: monitor stores KPIs, analyze performance of activations, and provide recommendations for optimization.
• Manage and optimize the assigned marketing activation budget, ensuring compliance with internal processes and maximizing ROI.
• Stay on top of cultural and lifestyle trends, local city dynamics and competitor activity, bringing fresh ideas and innovation to the store activation calendar.
• Support in creating locally relevant content, storytelling and communication assets in line with adidas’ brand voice and guidelines.

Key Relationships

• Europe Brand Marketing to execute the seasonal Concept Stores activation program, and share all plans with key stakeholders.
• Local Brand and Retail Marketing for support in delivering the Key City store marketing and activation initiatives.
• Local Brand Marketing and Cultural marketing for connecting to the locally relevant sports influencers.
• Local Visual Merchandising and OC for product layout and merchandising.
• Local marketing agencies and vendors for various events and activations.
• Senior Store Manager and other Key City store staff.

What We're Looking For In You

• University degree in marketing and business or equivalent professional experience.
• 2-3 years of experience in marketing, communication, retail and/or retail marketing experience.
• Proven track record in planning and delivering marketing activations and/or events.
• In-store retail experience is a plus.
• Passion and knowledge of local trends, lifestyle trends and consumer, with strong connection to the city.
• Excellent project and event management skills.
• Strong stakeholder management: able to influence and collaborate with a wide range of internal and external stakeholders (retail leaders, brand teams, agencies, communities).
• Knowledge of cross-functional marketing levers such as media, PR and influencers.
• Analytical skills and budget management skills.
• Fluent in Italian and English.
• Proficient in MS Office, particularly PowerPoint.