Purpose & Overall Relevance for the Organization

As Director, Go-To-Market & MOPS for Southeast Asia, you will play a critical leadership role in bringing our brand vision and product strategy to life across one of adidas’ most dynamic and diverse regions.

You will be accountable for shaping and executing an end‑to‑end, consumer‑led Go‑To‑Market strategy — translating global frameworks into locally relevant, commercially successful seasonal executions. This role sits at the intersection of brand, merchandising, commercial, supply chain, and marketplace execution, ensuring speed, clarity, and impact across all SEA markets.

Key Responsibilities

Go-To-Market Strategy

• Own and lead the regional Go-To-Market strategy, ensuring alignment between Emerging Markets direction and Southeast Asia market needs.
• Drive the seasonal GTM calendar end‑to‑end — from strategic intent to market execution — ensuring clarity, speed, and consistency.
• Champion a consumer- and membership‑led approach translating local consumer insights and marketplace signals into actionable market execution recommendations and feedback loops to Category teams.
• Act as a trusted strategic partner to Brand, Product, and Channels, influencing priorities through data‑driven storytelling.
• Drive excellence in local assortment planning, channel segmentation, and market execution frameworks to maximize consumer relevance and commercial impact.

Marketing Operations (MOPS)

• Ensure the right product assortment, right quantity, and right timing are brought to market effectively across Wholesale and DTC channels.
• Oversee regional milestones, systems and masterdata.
• Continuously optimize GTM and MOPS processes for speed-to-market, scalability, and clarity.

Cross‑Functional Collaboration

• Partner closely with Brand, Product, Commercial, Demand Planning, Supply Chain, Finance, and Digital teams.
• Lead seasonal alignment forums, milestones, and decision gates to ensure flawless execution.
• Lead SEA GTM operating milestones including pre-lines, local sales and marketing meetings, sell-in and seasonal readiness milestones.
• Represent SEA markets in seasonal GTM workshops, leading country and channel perspectives in franchise-level planning while ensuring strong cross-functional participation and execution readiness.
• Enable markets with clear frameworks, playbooks and ways of working.
• Enable country teams with clear GTM playbooks, assortment frameworks, and channel-specific execution guidance.
• Establish closed-loop feedback mechanisms between markets and SEA Category teams, ensuring local insights continuously inform future seasonal plans and commercial priorities.

Commercial & Marketplace Impact

• Drive strong commercial outcomes through optimized assortments, clean launches, and disciplined execution.
• Balance brand heat and commercial reality, tailoring GTM approaches by territory, channel, and consumer.
• Support key marketplace moments, franchise growth, and category acceleration strategies.
• Use data and post‑season learnings to continuously improve future GTM cycles.
• Own / Lead in-season marketplace steering across sell-out, inventory productivity, replenishment priorities, clearance, phasing, and commercial opportunities, enabling rapid market actions and stronger full-price realization.
• Monitor competitive pricing, marketplace trends, and local consumer realities across SEA markets, translating insights into strategic recommendations that inform regional assortment and pricing decisions.

People Leadership

• Lead, mentor, and develop a high‑performing regional GTM & MOPS team.
• Foster a culture of ownership, collaboration, inclusion, and continuous improvement.
• Build strong talent pipelines and succession plans across the function.
• Be a role model for adidas values and leadership behaviors.

Key Relationships

• Internal: Country Leadership & Brand Teams, SEA Category teams, Commercial, Demand Planning, SCM, Finance, HR
• External (as relevant): Key Wholesale and Retail Partners

Knowledge, Skills & Experience

Professional Knowledge & Experience

• 10+ years of experience in GTM, merchandising, sales channels, or business leadership, ideally within a global consumer brand.
• Proven leadership experience (5+ years) in regional or multi‑market roles, preferably in Southeast Asia.
• Strong understanding of consumer-centric merchandising, retail & wholesale dynamics, and seasonal workflows.
• Experience operating within a matrixed, global organization.
• Ability to travel regularly

Functional & Technical Skills

• Deep expertise in GTM processes, line planning, assortment planning, and calendar management.
• Strong analytical and strategic thinking skills; able to simplify complexity into clear direction.
• Commercial acumen with the ability to balance brand ambition and business performance.
• Excellent stakeholder management and influencing capabilities.

Leadership Competencies

• Visionary and decisive leader with the ability to inspire and align diverse teams.
• Comfortable driving change and challenging the status quo.
• Strong communicator with executive presence.
• Culturally sensitive and inclusive leader, capable of operating across diverse SEA markets.