São Paulo, Brazil (Alphaville)
Hybrid Work Model | Office, Remote & Store Visits

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 behaviors and mindsets we strive to see in every team member.

This same purpose and mindset are at the heart of the Channel Activation Team, who act like an internal agency that powers all points-of-sale channels (Retail, Franchise and Wholesale) with compelling, consistent, and efficient activation tools and experiences that connect with consumers at every touchpoint.

We're looking for a passionate and strategic leader to bring our brand to life across every consumer touchpoint. As Senior Manager Omnichannel Activation, you will lead the team responsible for transforming brand and commercial strategies into impactful experiences across Retail, Franchise, Wholesale and Digital channels.

You will lead a team of activation experts, drive alignment across multiple stakeholders, and ensure flawless execution that elevates both brand perception and business performance across Brazil

Key Responsibilities
 

Seasonal & Annual Planning (Sell-in Focus)

• Partner with Marketplace Development (if applicable), Regional Channel Activation, and local Visual Merchandising to drive input and briefing of channel-relevant sell-in and in-season materials to ensure commercial readiness.

Tool Creation & Delivery

• Drive the adaptation, consistency, timely delivery and execution of all campaigns and activations, as well as commercial support materials (playbooks, in-store guidelines, sell-in and in-season toolkits) for Points-of-Sale across physical and digital channels, ensuring brand alignment, quality, and adherence to Brand Marketing Plan (calendars).  
• Lead the coordination with Brand Communication, Category Managers, Membership, Digital Activation, and execution points-of-sale agency to ensure brand alignment and quality across all consumer touchpoints (physical and digital).

Rollout & Openings

• Oversee the execution of new tools, spaces and fixtures in collaboration with Visual Merchandising to align consumer experience and in-store communication to support store openings.

Execution Excellence

• Lead campaign execution aligned with Channel Planning local calendars, ensuring On-Time, In-Full (OTIF) delivery, brand standards, and continuous improvement through evaluation and feedback loops.
• Support local teams in overcoming execution challenges.
• Ensure Membership activations are executed at the points of sale to enhance the membership program to our consumers

Operational Efficiency

• Enable the centralization of briefing and output processes, standardizing tools (fixture maps, campaign timelines), and providing frameworks, visibility, and training to build capability and alignment. Leverage the Omnichannel network to create efficiencies and share workloads.

Governance & Consistency

• Ensure execution-related spending aligns with approved budget.
• Guarantee the standardization of metrics to evaluate activation quality and country performance.

Marketplace Ecosystem Strategy

• Adapt and develop local strategies to elevate consumer experience and brand presence across Retail, Franchise, and Wholesale channels.

Key Relationships

• Local Retail, Franchise and Wholesale Teams
• Local and Regional Omnichannel Teams (Planning Activation, Visual Merchandising
• Local and Regional Brand Communication and Concept to Consumers Teams
• Local and Regional Store Development Teams
• Regional Membership Team
• Digital Partner Commerce (DPC) Team

Requisite Experience, Knowledge and Skills

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field. MBA or postgraduate studies are a plus.
• 7+ years of experience in Omnichannel Activation, Trade Marketing, Brand Activation, Retail Marketing, Consumer Experience, or related commercial functions.
• Proven ability to translate brand and business strategies into impactful activation plans and flawless marketplace execution.
• Demonstrated success leading omnichannel initiatives across Retail, Wholesale, Digital, or Franchise environments.
• Strong experience navigating complex stakeholder landscapes and influencing cross-functional teams across Commercial, Brand, Planning, Digital, and Regional functions.
• Proven track record of building collaborative relationships and driving alignment across multiple levels of the organization.
• Experience leading, coaching, and developing high-performing teams, fostering a culture of accountability, collaboration, and execution excellence.
• Experience managing agencies and external partners to deliver large-scale activations and consumer-facing experiences.
• Strong commercial acumen with the ability to balance brand objectives, consumer experience, and business performance.
• Analytical mindset with experience defining KPIs, interpreting performance metrics, and leveraging data-driven insights to optimize activation effectiveness.
• Ability to thrive in a fast-paced, highly matrixed environment, managing multiple priorities and stakeholders simultaneously.
• Passion for retail, point-of-sale excellence, and creating outstanding consumer experiences through best-in-class execution.
• Professional proficiency in English; ability to collaborate effectively within a regional and global organization.