Lead - Brand Activation, Nordics

ON RUNNING; London; Hybrid; GBP 50,000 - 75,000; Full time

Job summary

A leading premium sportswear brand, On, is seeking a dynamic Brand Activation Lead to enhance their presence in the Nordics. This role involves creating impactful local campaigns, leading a community-focused team, and driving brand loyalty through strategic partnerships and events. The ideal candidate should have extensive experience in management within the sportswear or entertainment industries, a strong understanding of brand strategy, and excellent communication skills.

Qualifications

• Typically +5 years experience in a management position in sportswear or related fields.
• Experience in local community engagement and event management focused on fitness/running.
• Ability to develop and manage budgets effectively.

Responsibilities

• Develop localized brand activation calendar aligned with marketing plans.
• Lead and mentor local Brand Activation team.
• Foster relationships with communities and partners through engagement.

Skills

Leadership

Communication

Event management

Budget management

Brand strategy

Job description

In short

Welcome to On! One of the World's fastest-growing premium sportswear brands.

At On, we're redefining the future of sportswear and we're looking for a dynamic and results-driven Brand Activation Lead in the Nordics.

On is disrupting the global sports footwear, apparel, and accessories market with groundbreaking technology, cutting-edge designs, and an unwavering commitment to sustainability and social impact. We're not just thinking differently - we're pushing the boundaries of what's possible, inspiring athletes and customers alike.

As Brand Activation Lead, you'll bring the brand to life in the Nordics (Sweden, Denmark, Norway and Finland), owning the seasonal and annual activation plan - predominantly thinking / working 12-months ahead - delivering impactful campaigns, brand initiatives, events, and activations with partners and local communities.

Your Mission

• Develop a localized brand activation calendar aligned with the Sub-Regional Marketing plan, coordinating closely with Brand Comms, B2B Partner Marketing, and country Sales team.
• Ensure executional excellence by adapting global and regional guidelines to the local market, consistently delivering our premium brand experience across all touchpoints.
• Lead and mentor the local Brand Activation / Community team, cultivating an inclusive and forward-thinking culture that encourages innovation, collaboration, and personal growth.
• Create Key City and Cultural Calendars to build local activation plans and identify opportunities - collaborating closely with the Sub-Regional Regional Brand Comms Lead on creative development.
• Implement a holistic omni-channel approach by working closely with the local WHS partners, DTCR team, and broader community networks.
• Develop our community engagement and activation plan, partnering with the local retail team to build and strengthen our community programs.
• Foster strong, enduring relationships with communities and partners through engagement, education, and training, nurturing brand affinity and loyalty.
• Deliver impactful events that resonate with and engage both partners and community audiences, driving brand activation in the market.
• Define clear objectives, KPIs, and requirements for your team - reporting on Brand Activation initiatives as well as bringing local data-driven insights into the Sub-Region.
• Oversee the local brand activation budget, ensuring effective planning, tracking, and reporting on all marketing activations.

Your story

• Typically +5 years experience in a management position preferably in the sportswear, streetwear, street-culture or entertainment industries; ideally both at brand or agency sides.
• Proven experience within local communities as well as event management - focused on running - fitness/training is a plus. Knowledge of the local Swedish, Danish and Norwegian markets and cultural landscape.
• Strong understanding of brand strategy and proven experience translating it into local activations.
• Proven ability to develop and manage budgets effectively.
• Experience in setting and tracking KPIs, and using data to inform decisions.
• Excellent leadership and team management skills, with the ability to mentor and develop high performing diverse teams.
• Strong communication and interpersonal skills, with the ability to build relationships with partners and communities.
• Strategic and growth mindset.
• Experience working with cross-functional teams, including sales, communications, and retail.
• Ability to adapt global guidelines to the local market while maintaining brand consistency.
• Fluent or C1+ level in both written and spoken English as this is our shared professional language at On. Swedish is preferred as this is our key city hub in the Nordics. Additional languages are a plus!
• Ideally you should have proximity for regular access to our Stockholm office on a hybrid basis as this is our Nordics commercial hub.
• You should be comfortable travelling for business needs, predominantly to key Nordics markets.