Director Brand Communication BU Sportwear 20 hours week (m/f/d)

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Purpose & Overall Relevance For The Organization

Build Category specific activation plans aligned with category strategy.

Responsible for building and orchestrating the holistic brand communication plan for the specific category to deliver campaigns and activations for all integrated marketing activities.

Support in building holistic story telling across Badge of Sport to drive the BU Sports communication strategy

Where required, this role will also drive any additional category brand communication campaign needs for all channels.

Key Responsibilities

• Input and influence the creation of the Europe Brand Calendar based on category needs.
• Creating a seasonal and annual category marketing strategy and activation plan that lands the Global and Europe priorities and significantly improves Brand KPI’s
• Responsible for the creation and embedding of a process with Cluster and channels lead to gather input, deliver tools and ensure executional plans aligned with European direction
• Create framework with clusters and channels lead to gather input, deliver tools and ensure executional plans with Clusters and channels
• Ensure executional excellence in the Clusters of the Category Plan and support in performance monitoring
• Responsible for ensuring that Global Brand Marketing tools are optimised to best meet Europe needs and significantly improve Brand Business KPI’s
• When relevant, accountable for the allocation of Category flexi MWB across countries and across the marketing mix to best improve Brand and Business KPI’s
• Ensure that the best sell-in comms tools are delivered for the Category and adjust where needed.
• Ensure efficient usage of all provided tools (sell in and sell out) across all communication channels; newsroom, omnichannel, sports marketing activation, media, EIM
• When relevant, define and coordinated cost efficient media planning across all appropriate communication channels and tools
• Collaborate with Key City Activation Manager to ensure category concepts are included in the Key City Activation Plans.
• Drive the Category SBP creation from a communication and activation perspective
• Provide transparency of future trends & market opportunities through strategic & commercial inputs and on-going communication to Global
• Lead, motivate and develop team members in a high-performance environment.
• Develop and manage talents.
• Create the framework for a performance culture and serve as a role model.
  

Key Relationships

• EU BU Lead and merchandising team
• EU Omnichannel Marketing team
• Channels communication team (Media Activation Team, Digital Activation Team, Newsroom, PR, Own Retail, Sports Marketing)
• European Key Account activation teams
• Global Brand Comms Team
  

KPIs

• Brand Momentum / Net Promoter Score (Brand KPI dependent)
• Activation plans implementation excellency (incl reporting, OTIF)
• Category specific KPIs
  

Knowledge, Skills And Abilities

• Proven understanding of how brands translate into retail tools (all forms)
• Have a good understanding of the Consumer Campaign Process from brief through to execution
• Ability to build strong relationships
• Budget Management
• Strong influential skills
• Strong presentation skills
• Proven communicator – both written and verbal
• Creative capacity / awareness
• Fluent in English. Second language is a plus
  

Requisite Education And Experience / Minimum Qualifications

• 7+ years marketing experience, ideally will have worked within the Sports Industry for a minimum of 2 years
• Degree educated preferably in communications or equivalent industry experience
• Substantial experience of the adidas business, or a significant knowledge in similar organization of the full marketing mix (from advertising, to events, to sponsorship, to retail) with a major brand or retail environment
• Digital native