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Senior Manager, Focus City Activation

Goal of Focus Cities

  • Further the brand mission by creating a powerful, integrated brand and business ecosystem that wins the creator and catalyzes the brand and business within Seoul
  • Create an integrated, end-to-end, replicable playbook to win
  • To provide a single and authoritative point on direction for the Focus Cities strategy and execution plans that is responsible and accountable for the correct positioning and healthy growth of the brand and business within the designated focus city
  • To influence orchestrate, generate, and then capitalize upon, the halo-effect of these efforts within Seoul in order to maximize impact around Korea


Role Purpose:

  • The Focus City Activation manager is to influence for holistic management of the global and local campaigns, launches and executions within their respective city
  • They will collaboratively support virtual team to orchestrate and drive an annual calendar of activities against brand and category priorities
  • Collaboratively plan Seoul plan horizontally with virtual team to ensure execution happens seamlessly.


Reporting Line:

  • Solid Report line: Seoul GM
  • Dotted Report line: BAD, BD, CTC
  • Horizontal relationship: BC Director, CP Director, AP Director


Key Responsibilities:

  • Utilize personal/business expertise to offer Seoul specific input & Channel insight on KTZs to BA team based on GTM process
    • Collaboratively work with BA & CTC to give inputs on KTZ, business, market trend, and accounts insights at defined GTM milestones
    • Understand city’s top events and scenes
    • Understand Brand & category global activation calendars
  • Contribute to set up Seoul/local hype product distribution strategy and campaign among virtual team
    • Co-development of local campaign strategy set up with BA by reflecting current business feedback from virtual channel team
    • Deliver estimate budgets to Focus City GM to be reflected in company MWB
    • Deliver inputs to BA team when preparing for D-90day activation plan
    • Review output with BA team to make sure the plan aligns with execution
  • Co-Develop tactical strategies with CRM/ eCom virtual team to leverage/optimize our digital platform (Seoul Page) & CRM data to communicate to consumers
    • Co-develop strategy with eCom & BA team to reach out to more consumers on Seoul Activation & local creation products
    • Make sure eCom team has all the resources for digital communication
    • Coordinate to support CRM data base for Seoul with virtual team
  • Facilitate process to create local Seoul hype products between channel & Brand
    •  Coordinate concept creation meeting among the virtual teams to set local hype product strategy; especially with channels.
    • Work with channel teams to set up distribution strategy for local hype products.
    • Review & Update strategy periodically
  • Collaboration with APAC
    • Develop Focus City KPIs with BD & APAC.
    • Collaborate with APAC to support integrated product development
    • Create sharing platform on the best practices from other Key/Focus cities
  • Enhance information sharing process as a liaison officer among virtual team
    • Create a process or improve current process of sharing information, among the stakeholders, to be reflected on strategies
  • Generate and manage Focus City related reports and dashboard based on raw data provided by related functions


Focus City Activation KPI’s:

  • Brand Desire – NPS, Market Share, Net sales
  • Local hype product Sell-out
  • Detail KPI will soon to be define


Knowledge, Skills and Abilities:

  • Broad & deep knowledge of current GTM process, both on brand and channel, theoretical and practical
  • Strong interpersonal skill to work in a matrix organisation with experience in influencing Cross-functionally and ability to work independently
  • Able to understand business impact and result when building strategies with cross-functional team
  • Able to propose modification of systems, processes or working methods if requires simplifying complex issues
  • Strong negotiation skill to convince others within the organization to accept new or modified standards or concepts with divergent interests
  • Change agent comfortable driving transformation and creating clarity within new and ambiguous climates
  • Very strong interpersonal skills (e.g. communication, negotiation)
  • Flexibility, collaborative, initiative and determination
  • Research implementation experience preferable

Requisite Education and Experience / Minimum Qualifications:

  • Minimum of Bachelor’s Degree
  • Business: minimum 10 years’ experience
  • Functional: minimum 5 years commercial experience in the sporting goods industry
  • Strong Microsoft Office skill requires
  • Cross-functional experience, ideally with Marketing field with a focus on Campaign activation
  • Industry: sporting goods / retail / consumer goods
  • Fluent in written and spoken English is a must
Location:  Seoul
Country:  Korea
Team:  Sales
Brand:  adidas
Position Type:  Full time
Number:  190461
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