Purpose & Overall Relevance for the Organization:

This role is a critical strategic leadership position within the Korea Senior Leadership Team and the cultural ambassador of adidas in one of the world’s most influential and trend-leading markets. It holds end-to-end accountability for setting the Brand vision and strategic direction across Lifestyle and Performance, shaping how adidas is experienced by consumers, athletes, and sport stakeholders. The Vice President, Brand adidas Korea positions Korea as a lighthouse market that drives global brand innovation, insight, storytelling, and execution excellence across the adidas ecosystem.

Key Responsibilities:  

Strategic Brand Vision & Market Leadership

•    Set the overarching Brand ambition, positioning, and strategic direction for adidas Korea
•    Serve as the senior face and voice of the brand, shaping cultural relevance and consumer desirability
•    Lead the market ecosystem through influential partnerships with athletes, creators, communities, and sport stakeholders
•    Establish adidas Korea as a benchmark for brand leadership and cultural impact

Global Brand Influence: Korea as a Lighthouse Market

•    Lead Korea’s Brand strategy as a critical pillar of the global adidas brand agenda
•    Translate global brand priorities into locally distinctive leadership in a fast-moving consumer and cultural market
•    Champion Korea’s consumer insights, innovation, and opportunities back into global decision-making
•    Shape global storytelling and future brand concepts through Korea’s market leadership and execution excellence

End-to-End Go-to-Market & Category Acceleration

•    Hold full accountability for market-wide Go-to-Market leadership across Lifestyle and Performance
•    Drive the SBP process for the market to ensure alignment between financial targets and GTM strategies
•    Drive consumer/channel matrix management. Manage the team to ensure Markets have the proper tools to implement the GTM strategies successfully and have the correct level of support during the implementation
•    Oversee the budgeting process (in accordance with the SBP) and the MWB spending

Premium Brand Experience & Channel Ecosystem Leadership

•    Set the standard for premium brand expression across all digital and physical consumer touch points in Korea
•    Lead cross-channel excellence across Retail, Wholesale, Digital, and Brand Activations
•    Strengthen the consumer/channel matrix to elevate brand consistency, desirability, and ecosystem performance
•    Ensure adidas delivers world-class brand experiences in every key premium moment

 Enterprise Performance Ownership & Market Impact

•    Hold accountability for Brand-driven business performance, identifying opportunities and unlocking sustainable growth
•    Translate strategic ambition into enterprise execution across functions, ensuring alignment and focus
•    Act as a core strategic partner to the Korea SLT in shaping market-wide priorities and long-term direction, especially through strong collaboration with Channel teams and regular interactions with adidas wholesale customers.
•    Drive disciplined governance across planning, investment, and execution to deliver market leadership outcomes

Brand Marketing & Activation Leadership Excellence

•    Lead the orchestration of brand and sports marketing strategies to deliver breakthrough consumer and cultural impact
•    Ensure adidas Korea executes authentic, premium storytelling and brand moments that resonate locally and globally
•    Drive enterprise alignment across Brand Marketing, Sports Marketing, Product, and Commercial leadership

Leadership, Organization & Culture as a People Builder

•    Drive winning mindset and #1 brand mindset to set high ambitions to the organization on making adidas Korea the best sports brand in Korea.
•    Build, inspire, and lead a high-performing Brand organization with a strong leadership bench and succession pipeline and continuous talent development
•    Role-model adidas leadership behaviors, fostering a culture of ownership, innovation, courage, and teamplay
•    Set clear standards, objectives, and accountability to deliver excellence at scale

Key Relationships: 

•    Korea Managing Director and Senior Leadership Team
•    Global Sales and Global Go-to-Market Organization
•    Global Business Units (Lifestyle, Performance, Originals)
•    Market Commercial Leadership (Retail, Wholesale, Digital, eCom)
•    Finance, Supply Chain, HR and Strategic Enablers (Tech etc)
•    External athletes, federations, creators, and cultural partners
•    Marketing Agencies 

Knowledge, Skills and Abilities: 

•    Proven enterprise leadership with the ability to inspire and influence across a global matrix
•    Deep expertise in consumer-led brand building within culturally leading, high-expectation markets
•    Strong strategic mindset with demonstrated ability to translate vision into execution at scale
•    Cross-functional leadership across Brand, Product, Marketing, Retail, and Commercial domains
•    Exceptional communication and stakeholder management at senior global level
•    Ability to operate with speed, clarity, creativity, and resilience in complex environments

Requisite Education and Experience / Minimum Qualifications: 

•    Extensive senior leadership experience across Brand, Marketing, Product, Retail, or Commercial functions
•    Strong track record of driving brand transformation and market leadership impact
•    Experience operating within a global matrix organization with significant influence responsibilities
•    Industry background within sports, lifestyle, or consumer brand environments