Purpose & Overall Relevance for the Organisation:

Drive and coordinate the implementation of East Europe communications strategy. Plan and implement campaigns and activations in line with Europe communication strategy and with local relevancy to build up brand and increase sales. Oversee the media activation team and build holistic media activation plans based on Europe media guidance, brand strategy and local markets understanding.

Key Responsibilities:

• Create a holistic activation plan for the sport and lifestyle categories within the Cluster Brand Activation plan across all communication channels and for all subunits. Based on Europe guidelines (Comms, PR, Digital, Events, Partners) in collaboration with BU teams and representatives of subunits.
• Lead and drive the implementation of the activation plan in EE from briefing through implementation to reporting
• Manage paid media strategies and collaborate with media houses to ensure effective media buying, placement, and optimization, aligning with cluster objectives and maximizing campaign reach and ROI across all relevant channels.
• Coordinate and lead cross-functional projects, ensuring seamless collaboration between various departments to align efforts, streamline processes, and deliver cohesive brand activations in line with cluster and Europe-wide objectives.
• Create & manage brand relevant long-term activations for EE.
• Take ownership of cluster marketing budget, manage the budget targets and monitor return on investment, plan and forecast the budget in line with Europe needs
• Develop cluster-specific initiatives / flagship initiatives based on global guidelines, Europe agreements and approved by Cluster Brand Activation Management.
• Analyse the performance of key campaigns and provide feedback to Director Brand Communication EE
• Research and analysis of current marketing activities and trends. Monitoring of competition activities.
• Brief agencies to guarantee executional excellence from a EE POV
• Responsible for ensuring that all tactical brand marketing activities meet brand standards, KPIs, budget targets and timelines
• Liaise with Europe function in coordinating the cross-category sell-in marketing plans
• Providing input to Europe to deliver appropriate sell-in tools for brand activation tools at go-to-market timeline

Team:

• Ability to lead the team with clear expectations, coaching, and continuous feedback 
• Ability to drive team performance through effective goal setting, prioritization, and development planning 
• Foster and create an engaged, high‑trust team culture that supports growth, collaboration, and accountability 

Key Relationships:

• EE Brand Activation team
• Director Brand Communication EE
• Europe and Global Brand Activation and Media team
• Media Agencies
• Advertising, Event & PR agencies

KPIs:

• Brand Health KPIs (Net Promoter Score, Share of Search, Brand momentum, spontaneous purchase intent)
• Net Sales, Market Share (EE), Share of Search

• Marketing budget management
• Excellence of execution (time, quality, speed)

Knowledge, Skill Set and Competencies:

• Knowledge of all communication tools with a special focus on digital marketing, paid media and events
• Leading and managing diverse teams
• Proven experience in Project Management
• Understanding of target consumer and cultural connection to fitness, fashion, entertainment/events, sport, and media
• Innovation mindset and self-starting mentality
• Strong collaborator with the ability to take a project from concept through to execution
• Broad understanding of and passion for the sports and fashion industry

Requisite Education and Experience/Minimum Qualifications:

• Minimum 8 years of experience in Marketing and/or Communication
• Minimum 2 years of experience in leadership
• Fluent in English