Senior Manager Brand Coms & WHS activation Basketball Central Europe (M / F / D), Herzo / Berli[...]

adidas; Herzogenaurach; Vor Ort; EUR 70.000 - 90.000; Vollzeit

Zusammenfassung

A global sportswear company in Herzogenaurach seeks an experienced marketing professional to develop and execute impactful category marketing plans for Basketball. This role requires over 6 years of marketing experience and a strong understanding of consumer trends, media planning, and strategic collaboration with key marketing teams. The ideal candidate will drive brand strategies, ensure effective communication, and enhance brand KPIs while working in a dynamic and diverse environment.

Qualifikationen

• 6+ years of marketing experience, ideally in the Sports Industry for a minimum of 2 years.
• Proven media planning and buying experience.
• Substantial experience in a major brand or retail environment.

Aufgaben

• Develop and execute the category marketing plan.
• Manage seasonal brand marketing strategies.
• Collaborate with Sports and Culture Marketing for holistic concepts.
• Ensure effective use of communication tools.

Kenntnisse

Marketing strategy development

Communication tools understanding

Social media trends knowledge

Presentation skills

Agency management

Ausbildung

Degree in communications or equivalent

Tools

Media planning tools

Jobbeschreibung

Adidas is an equal opportunity employer and we are committed to fostering an inclusive workplace. We welcome applications from people of all ages, genders (incl. gender identity), ethnic and social backgrounds, nationalities, sexual orientations, religions and beliefs, and those with apparent or non-apparent disabilities*. We do not tolerate harassment or discrimination toward any of our applicants or employees.

• We actively encourage individuals with disabilities to apply and will provide reasonable accommodations throughout the recruitment process.

Purpose & Overall Relevance for the Organization

Responsible for developing and executing a complete and impactful communicative and executional category activation strategy for a defined Central Business Category (Basketball and Indoor), to build the brand and drive sales.

Key Responsibilities

• Manage creation of the overall Central brand marketing plan for the category
• Input into the creation of the overarching Brand Calendar which includes publishing, media, digital, WHS, retail, membership and PR activation
• Manage creation of a seasonal and annual brand marketing strategy and activation plan that lands the Global and Local priorities and significantly improves Brand KPI’s – this includes integration of lead Sports Marketing / Culture Marketing brand partners
• Support allocation of Category MWB and WHS SWB across the marketing mix to best improve Brand and Business KPI’s and looking for efficiencies whether internally or externally
• Responsible for the creation and execution of local tools and executional plans of specific activations
• Manage executional excellence of activations and reporting of its performance against the Brand and Business KPI’s
• Input into the Global and European BU to ensure tools are optimised to best meet local needs and significantly improve KPI’s
• Steer and develop external pitch processes to have the best creative and executional setup for local stories
• Define and coordinated cost efficient media planning across all appropriate communication channels and tools
• Ensure efficient usage of all provided tools across all communication channels – publishing, paid media, omnichannel, sports marketing, culture marketing
• Develop hyperlocal relevant communication tools to land priority stories in social, paid media, and PR respecting trends and latest developments of the industry and target audience
• Lead the development and execution of WHS activation plans with a focus on the category relevant key accounts
• Ensure positive sell-in and sell-out impact of relevant activities across all channels
• Collaborate closely with Partner Publishing, Sports and Culture Marketing to ensure holistic concepts and activation approaches across relevant partner portfolio

KPIs

• Category Market Share
• Category Net Sales
• Share of Search

Key Relationships

• Brand Communication lead
• Omnichannel Activation lead
• Publishing & PR lead
• Category GTM
• Sports Marketing and Culture Marketing
• Counterpart in Global and Europe BU

Knowledge, Skills and Abilities

• Proven understanding of how brands translate into comms tools (all forms)
• Have a good understanding of the Consumer Campaign Process from brief through to execution, executing global strategies and extending through hyperlocal activations
• Clear category understanding and knowledge
• Strong knowledge and understanding of social media and communication trends
• Ability to build strong relationships (Agency Management)
• Strong presentation skills
• Proven communicator – both written and verbal
• Creative capacity / awareness

Requisite Education and Experience / Minimum Qualifications

• 6+ 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
• Proven media planning / buying experience