Director Brand Communications

adidas; Ciudad de México; Presencial; MXN 600,000 - 800,000; Jornada completa

Descripción de la vacante

A leading company in the sports industry is seeking a Marketing Activation Manager to oversee the implementation of communication strategies and campaigns. The role requires a strong understanding of marketing, project management, and the ability to lead cross-functional teams. The ideal candidate will have over 8 years of experience in brand communications and a passion for lifestyle and sports products. This position offers an exciting opportunity to drive brand growth and engage with diverse consumer communities.

Formación

• 8+ years of experience in marketing and brand communications.
• Experience managing large teams.

Responsabilidades

• Drive annual and seasonal BU activation plans across channels.
• Manage executional excellence of the BU activation plan.
• Coordinate alignment with internal departments for marketing initiatives.

Conocimientos

Project Management

Marketing Knowledge

Digital Strategy

Community Engagement

Educación

BA in Marketing

MBA

Descripción del empleo

Purpose & Overall Relevance For The Organization

Responsible for planning, organizing, and driving the effective implementation of the communication strategy and key campaigns of the Brand, with a consumer-driven mindset and local relevance across LAM Market sub-units, focusing on building credibility and driving sales.

Ensure the seasonal activation execution across all Marketing channels is consistent with pre-season and in-season organization and direction.

Key Responsibilities

1. Drive the annual and seasonal BU activation plan, including key campaigns and moments across channels and Market sub-units (integrating artists, influencers, events, and communities), based on BU go-to-market plan and Global and Market aligned priorities to drive brand and Business KPIs.
2. Ensure the delivery of the best possible campaign tools and content to cover all relevant consumer touchpoints (media, digital activation, adidas apps, publishing, social, public relations, Own Retail, trade marketing, consumer-facing events) for the category OTIF to ensure effective implementation.
3. Create or adapt additional category brand communication content to maximize consumer impact for relevant channels (where required and approved by Global), to be executed by the Market's sub-units.
4. Establish and embed a process with Regional Activation team and Local Communications leaders to gather input, deliver tools, and approve executional plans from the Market's sub-units.
5. Provide input to the Global BU and Brand team to optimize Brand Marketing tools to meet Market needs, building consistent, efficient, and standardized marketing plans.
6. Contribute to the creation of a seasonal and annual Brand Calendar including Omni Channel activation.
7. Brief and manage internal and external resources for creating and adapting locally needed category-specific marketing tools/content.
8. Coordinate alignment with internal departments (brand team functions and commercial channel teams) and facilitate execution of global marketing initiatives, overseeing all creative output to build consistent marketing plans, ensuring projects are on time and within budget.
9. Ensure Category and Brand Plan executional excellence in the Market's sub-units (e.g., 90-60-30 Brand activation process ownership), monitor and report on performance against KPIs.
10. Manage executional excellence of the BU activation plan in Market's sub-units, develop post-campaign analysis, and foster continuous improvement.
11. Allocate Category flex MWB across Market sub-units and the marketing mix to improve Brand and Business KPIs, ensuring standard execution across the Market.
12. Manage and track MWB according to brand priorities and campaign executions; monitor marketing spending to ensure effective investments, measure results, and ROI.
13. Oversee development and activation of the adidas Runners Community, focusing on growth and engagement strategies with the membership team.
14. Ensure brand presence (global footprint) and sell-through at POS by connecting strategic account/channel plans with adidas Brand Marketing objectives.
15. Balance brand and category messaging against channel-specific requirements.
16. Develop category-specific Key City Attack Plans maximizing all Brand and Category tools, artists, influencers, and communities to win consumers and drive sales with a hyper-local focus.
17. Serve as the go-to person for consumer insights, providing BU and Brand Communications teams with actionable ideas and opportunities to maximize impact.
18. Deploy key campaign content to other functions for internal communications.

Key Relationships

• LAM BU teams
• LAM Brand Activation team
• LAM and local Newsroom Team
• Brand Partners team
• Local BU Teams
• Local Omnichannel team
• Local Sports Marketing Team
• Brand Activation LAM Team
• External Agencies (marketing, media PR, events, content production)

Knowledge Skills And Abilities

• Broad & deep knowledge in marketing and brand areas, combining theoretical and practical knowledge
• MWB management experience
• Passion for lifestyle and sports categories and products
• Hands-on experience leading digital, membership, and community strategies
• Strong understanding of how marketing mix elements affect consumer motivation
• Experience developing innovative strategies and strong creative instincts
• Strong agency-facing abilities, capable of partnering and influencing
• Ability to lead and mobilize cross-functional teams without direct management responsibilities
• Strong project management and planning skills
• Excellent presentation skills, experienced in PowerPoint and campaign planning
• Understanding of the México sporting goods industry and related retail channels (a must)
• Comfort working in ambiguity and being a self-starter
• Ability to manage multiple projects with attention to detail

Requisite Education And Experience / Minimum Qualifications

• 8+ years of experience
• BA in marketing, advertising, or related field; MBA is a plus
• At least five years of marketing experience in brand communications
• Experience managing large teams
• Fluent in Spanish & English

adidas celebrates diversity, supports inclusiveness, and encourages individual expression. We do not tolerate harassment or discrimination toward any applicants or employees. We are an equal opportunity employer.