Sr. Manager Brand Comms Running

Fashion United; Ciudad de México; On-site; MXN 900,000 - 1,300,000; Full time

Job summary

adidas is seeking a seasoned Brand Marketing professional to lead the planning, localization and execution of Running campaigns that resonate with local consumers in Mexico City. You will translate global priorities into impactful, culturally relevant activations across omnichannel touchpoints and manage creative partners to deliver on brand standards.

The role requires strong strategic thinking, excellent project management, and a track record in Driving campaigns that grow brand and business

Qualifications

• 5 years of experience in brand communications or marketing.
• BA in marketing, advertising or related field required; MBA a plus.

Responsibilities

• Drive annual and seasonal activation plans translating Global, Regional and Market priorities into locally relevant campaigns.
• Define and drive Running category strategy aligned with Global direction and market priorities.
• Lead localization of Running campaigns and content across key touchpoints while ensuring adidas Brand standards.
• Manage internal and external creative resources from briefing to execution, meeting timelines and objectives.
• Ensure alignment with stakeholders across CTC, Sports Marketing, Newsroom, Omnichannel, Digital and Regional teams.

Skills

Brand Marketing

Running category

Budget management

Digital & omnichannel

Campaign development

Stakeholder collaboration

Project management

Education

Bachelor’s degree in Marketing/Advertising or related field

MBA (plus)

Job description

Purpose & Overall Relevance for the Organization:

Responsible for planning, organizing, and driving the effective implementation of the communication strategy and key campaigns of the Business Unit, with a consumer-driven mindset and local relevance, with focus on building credibility and to drive sales.

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

Key Responsibilities:

• Drive the annual and seasonal Running activation plan, translating Global, Regional and Market priorities into locally relevant campaigns, brand moments and omnichannel activations that contribute to Brand and Business KPIs.
• Define and drive the Running category strategy in line with Global and Regional direction, ensuring alignment with Market priorities and the overall country Brand strategy.
• Lead the localization and development of Running campaigns and content, ensuring Global concepts are translated into culturally relevant consumer experiences across key touchpoints while maintaining consistency with adidas Brand standards.
• Lead and manage internal and external creative resources, including agency partners, from briefing through execution, ensuring strong creative output, effective ways of working and delivery against agreed timelines and objectives.
• Ensure alignment with key internal stakeholders, including CTC, Sports Marketing, Culture Marketing, Newsroom, Omnichannel, Digital and Regional teams, fostering a consolidated approach to deliver against Running strategic priorities.
• Manage marketing working marketing budget in line with strategic priorities, ensuring effective allocation, tracking and optimization of investment across campaigns, activations and key brand moments.
• Identify and develop strategic partnerships with athletes, communities, creators and external partners that strengthen Running relevance, create new consumer opportunities and support long‑term brand and business growth.
• Monitor campaign and activation performance against Brand and Business KPIs, developing post‑campaign learnings and actionable recommendations to continuously improve effectiveness and inform future planning.

Key Relationships:

• Local SPOMA Team
• Local Newsroom Team
• Local CTC Team
• Local CuMa Team
• Local Omnichannel Team
• LAM BU teams
• Newsroom LAM
• Global BU of Running team
• Global Running Communication team
• External Agencies (marketing, media PR, events, content production)

Knowledge Skills and Abilities :

• Broad and deep knowledge of Brand Marketing and the Running category, combining strategic thinking with strong executional experience.
• Proven experience managing MWB and allocating marketing investment against strategic priorities.
• Deep knowledge and passion for Running, including product, athletes, communities, events and the broader Running culture.
• Solid understanding of the marketing mix, consumer behavior and how digital, communities and consumer engagement can drive brand and business impact.
• Experience developing innovative strategies and locally relevant consumer activations.
• Demonstrated ability to manage agency partners and influence cross-functional teams without direct management responsibility.
• Excellent project management, planning and presentation skills, with the ability to manage multiple priorities in a fast-paced environment.
• Good understanding of the LAM sporting goods industry, Running consumer landscape and relevant retail and omnichannel environments.

Requisite Education and Experience / Minimum Qualifications:

• 5 years of experience
• BA in marketing, advertising or related field required, MBA is a plus
• Minimum of five years of marketing experience in the related field of brand communications