Manager, Brand Media

Adidas Group; Melbourne; On-site; AUD 120,000 - 150,000; Full time

Job summary

adidas in Melbourne is seeking a Manager, Brand Media to lead the Pacific Brand Media strategy and execution across Australia and New Zealand. You will translate global direction into locally relevant media plans and drive paid media activity to deliver brand visibility and commercial impact.

You will partner with Brand Communications, Digital Activation, Performance Marketing and agencies to launch major campaigns across multiple product lines while managing the media agency relationship and

Qualifications

• University degree in Business, Marketing, Communications or a related discipline.
• Approximately 5–8 years of relevant experience in media, marketing or a related field.
• Strong experience in paid media strategy, planning and buying, ideally across both brand-building and performance-focused campaigns.
• Demonstrated experience managing media budgets, working with external agencies and delivering integrated marketing campaigns.

Responsibilities

• Own and execute the adidas Pacific Brand Media strategy, translating global direction into locally relevant media plans across Australia and New Zealand.
• Plan and optimise year-round paid media activity, ensuring our investment delivers strong brand visibility, engagement and commercial impact.
• Monitor and improve key brand health metrics, including awareness, reach, frequency, share of search and search volume.
• Partner with Brand Communications, Digital Activation, Performance Marketing and agency teams to bring major campaigns to life across Rugby, Outdoor, Originals, Running, Football and Training.
• Collaborate with our Performance Marketing team and affiliate partners to deliver a connected, full-funnel media approach across the consumer journey.
• Lead our media agency relationship, overseeing campaign planning, briefing, execution, performance and continuous improvement.
• Work with partners including Google, Meta and Pinterest to explore new opportunities, test emerging formats and improve media effectiveness.
• Identify emerging media trends, test new approaches and share actionable insights with our Emerging Markets and Global teams.
• Adapt media plans to capitalise on unexpected sporting moments, cultural opportunities and local retail priorities.
• Manage media budgets (MAEX), ensuring accurate forecasting, effective investment allocation and alignment with adidas brand guidelines.

Skills

Media planning

Media buying

Budget forecasting

Stakeholder management

Agency management

Data interpretation

Education

University degree in Business/Marketing/Communications

Tools

Google Ads

Meta

Pinterest

Job description

Manager, Brand Media

Purpose & Overall Relevance for the Organisation:

This position plays a key role in the development and execution of the adidas Brand Media strategy and operations across the Pacific market. Reporting to the Senior Manager, Digital Activation, the Manager, Brand Media will build, develop and execute the Pacific Brand Media strategy, with a focus on delivering a strategic plan to leverage Brand Media investment against key Brand Health KPIs and Commercial objectives.

The role will be responsible for leading the local media strategy, ensuring a horizontal approach to media planning and buying. The role will be a key point of contact for managing the media agency.

Key Responsibilities:

• Own and execute the adidas Pacific Brand Media strategy, translating global direction into locally relevant media plans across Australia and New Zealand.
• Plan and optimise year-round paid media activity, ensuring our investment delivers strong brand visibility, engagement and commercial impact.
• Monitor and improve key brand health metrics, including awareness, reach, frequency, share of search and search volume.
• Partner with Brand Communications, Digital Activation, Performance Marketing and agency teams to bring major campaigns to life across Rugby, Outdoor, Originals, Running, Football and Training.
• Collaborate with our Performance Marketing team and affiliate partners to deliver a connected, full-funnel media approach across the consumer journey.
• Lead our media agency relationship, overseeing campaign planning, briefing, execution, performance and continuous improvement.
• Work with partners including Google, Meta and Pinterest to explore new opportunities, test emerging formats and improve media effectiveness.
• Identify emerging media trends, test new approaches and share actionable insights with our Emerging Markets and Global teams.
• Adapt media plans to capitalise on unexpected sporting moments, cultural opportunities and local retail priorities.
• Manage media budgets (MAEX), ensuring accurate forecasting, effective investment allocation and alignment with adidas brand guidelines.

KPIs:

• Growth in unaided awareness, reach, frequency, share of search and branded search volume across Australia and New Zealand.
• Media performance and return on investment against agreed objectives, supported by actionable insights and ongoing optimisation.
• Accurate MAEX forecasting and investment aligned with strategic priorities, without unplanned over or underspend.
• Successful delivery of the Pacific Brand Media strategy, aligned with Global and Emerging Markets direction and key campaign moments.
• Timely delivery of media plans, briefs and campaign assets, supported by effective agency reviews and collaboration.
• Delivery of new media initiatives, platform tests and learnings shared across regional and global teams.
• Strong cross-functional partnerships and consistent adherence to adidas brand standards.

Key Relationships:

• adidas Pacific Brand Activation teams, including Brand Communications, Digital Activation and Omni-Channel Marketing.
• adidas Pacific Product Marketing.
• Cross-functional teams across eCommerce, Retail, Analytics, Finance, HR and Customer Service.
• adidas Emerging Markets and Global media teams.
• External media, affiliate, creative and PR agencies.
• Media and technology partners, including Google, Meta and Pinterest.

Knowledge, Skills & Abilities:

• Strong understanding of media planning, buying and activation across paid media channels, with the ability to translate global strategies into effective local campaigns.
• Experience managing significant media investments, forecasting budgets and optimising spend to maximise effectiveness.
• Confidence interpreting media performance, brand health metrics and consumer insights to inform decisions and drive continuous improvement.
• Familiarity with media platforms, analytics tools, measurement frameworks, attribution and marketing effectiveness.
• Proven ability to build strong relationships, influence stakeholders and lead external agency partners to deliver results.
• Ability to manage multiple campaigns, competing priorities and complex timelines in a fast-paced environment.
• Understanding of channel-first creative and the ability to guide agencies and internal teams towards effective, engaging media execution.
• Ability to turn complex data and strategic recommendations into clear, compelling stories for different audiences.
• A proactive, solutions-focused mindset with the confidence to balance long-term strategy and hands-on execution.

Requisite Education and Experience / Minimum Qualifications:

• University degree in Business, Marketing, Communications or a related discipline.
• Approximately 5–8 years of relevant experience in media, marketing or a related field.
• Strong experience in paid media strategy, planning and buying, ideally across both brand-building and performance-focused campaigns.
• Demonstrated experience managing media budgets, working with external agencies and delivering integrated marketing campaigns.
• Experience in a consumer-focused brand, media agency or similarly fast-paced marketing environment would be advantageous.