Senior Lead - Brand Activation, Italy

On; Lombardia; On-site; EUR 90,000 - 130,000; Full time

Job summary

On seeks a Senior Lead for Brand Activation in Italy to own the activation roadmap and bring the brand to life in-market. You will lead a local team, collaborate with Brand Comms and country Sales, and drive immersive campaigns that connect with communities.

Located near Milan with travel flexibility, you will translate global guidelines into local activations, manage budgets, and build strong partnerships to amplify On’s presence across channels and events.

Qualifications

• 5+ years of management experience in sportswear or related industries.
• Proven leadership building high-performing, diverse teams.
• Experience in local communities and events management, preferably running, fitness, or tennis.
• Fluent Italian and English (C1+), both written and spoken.
• Valid EU driving license and willingness to travel for business.
• Proximity to Milan with travel flexibility.
• Strong brand strategy understanding and translating it into local activations.
• Experience budgeting and cost control.
• KPIs tracking and data-informed decisions.
• Strong communication and interpersonal skills.
• Strategic, growth-oriented mindset; hands-on when needed.
• Experience working with cross-functional teams (sales, communications, retail).
• Ability to adapt global guidelines to local market while maintaining brand consistency.

Responsibilities

• Develop localized activation calendar aligned with the Sub-Regional Marketing plan.
• Adapt global guidelines to the local market and deliver premium brand experiences across touchpoints.
• Create city and cultural calendars; collaborate with Regional Brand Marketing on creative development.
• Implement an omni-channel approach with local teams, DTCR, WHS partners, and community networks.
• Develop community engagement and activation plans with the local retail team.
• Foster strong relationships with communities and partners through engagement and training.
• Own partnerships with federations and governing bodies for on-the-ground activations and visibility.
• Deliver impactful events engaging partners and communities and driving brand activation.
• Define objectives, KPIs, and requirements for the team and report on Brand Activation initiatives.
• Oversee the local brand activation budget with planning, tracking, and reporting.
• Lead and mentor the Brand Activation/Community team and nurture an inclusive, forward-thinking culture.

Skills

Leadership

Events management

Brand strategy

Budget management

Data-driven decisions

Cross-functional teamwork

Job description

AT A GLANCE

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

We’re not just thinking differently—we’re pushing the boundaries of what’s possible, disrupting the global sports footwear, apparel, and accessories market with groundbreaking technology, radical design, and an unwavering commitment to sustainability and social impact.

As the Senior Lead for Brand Activation in Italy, you’ll be the driving force behind bringing our brand to life in the market. Operating 12 months ahead of the curve, you will own the seasonal and annual activation roadmap, crafting legendary campaigns, immersive brand activations, and deep community connections and partnerships that inspire athletes and fans alike.

YOUR TEAM

Reporting into the Sub Regional Head of Marketing for South, this role is responsible for how we connect, educate and activate our communities in the market.

We are On's EMEA Marketing team, and our mission is clear: to amplify On’s brand and deeply engage with our fans and communities. How do we make this happen? Through genuine storytelling, creative brand interactions, and powerful digital and experiential campaigns. At the core of our work lies a commitment to inspiring communities to dream big and supporting them every step of the way as they turn those dreams into reality.

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.
• Create Key City and Cultural Calendars to build local activation plans and identify opportunities - collaborating closely with the Regional Brand Marketing on creative development.
• Implement a holistic omni-channel approach by working closely with the local DTCR team, WHS partners, 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.
• Own the strategic performance and local marketing relationship of key federation and governing body partnerships, orchestrating on-the-ground activations to deliver maximum partnership visibility and engagement.
• 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.
• Lead and mentor the local Brand Activation / Community team, cultivating an inclusive and forward-thinking culture that encourages innovation, collaboration, and personal growth.

YOUR PROFILE

• Typically we look for +5 years relevant experience in a management position preferably in the sportswear, streetwear, street-culture or entertainment industries; preferably both at brand or agency sides.
• Proven leadership experience, with the ability to build, lead and mentor high-performing, diverse teams.
• Proven experience within local communities as well as events management - focused on running - fitness/ training or tennis is a plus. Strong knowledge of the local Italian market and cultural landscape is a must.
• Fluent or C1+ level in Italian and English both verbally and written is essential for this position.
• Valid EU drivers licence and willingness to travel for business needs. Accommodations can be made in accordance with local laws.
• Within proximity to Milan location with flexibility to travel frequently.
• 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.
• Strong communication and interpersonal skills, with the ability to build relationships with partners and communities.
• A strategic and growth-oriented mindset, with the ability to think big-picture while remaining hands-on when needed.
• Experience working with cross-functional teams, including sales, communications, and retail.
• Ability to adapt global guidelines to the local market while maintaining brand consistency.