Manager Go‑To‑Market

adidas (Malaysia) Sdn. Bhd.; Petaling Jaya; On-site; MYR 180,000 - 240,000; Full time

Job summary

adidas (Malaysia) Sdn. Bhd. is seeking a Go-To-Market Manager for Lifestyle to translate SEA category direction into locally relevant assortments and consumer experiences.

You will own seasonal GTM calendars and coordinate cross-functional teams across sales, marketing, and merchandising. You will lead local workshops, drive sell-in, and monitor performance across wholesale, retail, and e-commerce, using insights to close assortment gaps and optimize campaigns.

Qualifications

• Bachelor's degree in Business, Marketing, Merchandising, or related field.
• 5+ years of experience in GTM, Merchandising, Category Management, or Commercial roles—preferably in sportswear, fashion, FMCG, or retail.
• Strong understanding of local consumer trends, marketplace dynamics, and channel needs within the country market.
• Good knowledge of assortment planning, product segmentation, and commercial execution across Wholesale, Retail, and Digital channels.
• Ability to translate SEA GTM direction into clear local execution plans and commercial actions.
• Strong analytical mindset, with the ability to interpret sell-in, sell-out, inventory, and market data into actionable insights.
• Effective stakeholder management skills, with the ability to collaborate across cross-functional teams in a matrix environment.
• Strong organizational and project management skills, able to manage multiple seasonal milestones and priorities.
• Proficiency in Microsoft Office (Excel, PowerPoint) and familiarity with merchandising / BI tools.

Responsibilities

• Own and orchestrate the full GTM calendar for the country, ensuring all milestones, deadlines, and cross-functional deliverables are aligned with global and SEA timelines.
• Translate SEA GTM direction into locally executable plans, ensuring alignment with consumer insights, channel priorities, and market opportunities.
• Lead GTM workshop readiness through country, category, and franchise planning, actively representing local market perspectives in seasonal GTM workshops.
• Facilitate local GTM execution across pre-lines, range building, sell-in, SMM / Brand Days, and post-season reviews, ensuring strong seasonal readiness and cross-functional alignment.
• Partner with Category & Merchandising to translate SEA concepts into localized assortments that fit the country consumer needs and channel requirements.
• Lead product segmentation and distribution strategies across wholesale, key accounts, ecommerce, and adidas-owned retail environments.
• Equip sales teams with seasonal product stories, segmentation briefs, and sell-in tools to support strong commercial execution.
• Monitor competitor activity, pricing dynamics, consumer behavior, and channel trends to identify assortment gaps and local market opportunities.
• Lead post-season analysis to evaluate product performance, sell-through, distribution, and campaign effectiveness.
• Leverage reporting and performance dashboards to monitor GTM effectiveness and identify commercial opportunities.

Skills

GTM

Merchandising

Category Management

Commercial execution

Analytical mindset

Stakeholder management

Project management

Market analysis

Channel strategy

Digital channels

Education

Bachelor's degree in Business, Marketing, Merchandising, or related field

Tools

Excel

PowerPoint

BI tools

Job description

The Go-To-Market (GTM) Manager for Lifestyle is responsible for executing seasonal GTM plans in market, translating SEA category direction into locally relevant assortments, strong channel execution, and impactful consumer experiences that drive sustainable growth.

Key responsibilities

Own and orchestrate the full GTM calendar for the country, ensuring all milestones, deadlines, and cross-functional deliverables are aligned with global and SEA timelines

Translate SEA GTM direction into locally executable plans, ensuring alignment with consumer insights, channel priorities, and market opportunities

Lead GTM workshop readiness through country, category, and franchise planning, actively representing local market perspectives in seasonal GTM workshops

Facilitate local GTM execution across pre-lines, range building, sell-in, SMM / Brand Days, and post-season reviews, ensuring strong seasonal readiness and cross-functional alignment

Partner with Category & Merchandising to translate SEA concepts into localized assortments that fit the country consumer needs and channel requirements

Lead product segmentation and distribution strategies across wholesale, key accounts, ecommerce, and adidas-owned retail environments

Equip sales teams with seasonal product stories, segmentation briefs, and sell-in tools to support strong commercial execution

Monitor competitor activity, pricing dynamics, consumer behavior, and channel trends to identify assortment gaps and local market opportunities

Lead post-season analysis to evaluate product performance, sell-through, distribution, and campaign effectiveness

Leverage reporting and performance dashboards to monitor GTM effectiveness and identify commercial opportunities

About you

Bachelor's degree in Business, Marketing, Merchandising, or related field

5+ years of experience in GTM, Merchandising, Category Management, or Commercial roles—preferably in sportswear, fashion, FMCG, or retail

Strong understanding of local consumer trends, marketplace dynamics, and channel needs within the country market

Good knowledge of assortment planning, product segmentation, and commercial execution across Wholesale, Retail, and Digital channels

Ability to translate SEA GTM direction into clear local execution plans and commercial actions

Strong analytical mindset, with the ability to interpret sell-in, sell-out, inventory, and market data into actionable insights

Effective stakeholder management skills, with the ability to collaborate across cross-functional teams in a matrix environment

Strong organizational and project management skills, able to manage multiple seasonal milestones and priorities

Proficiency in Microsoft Office (Excel, PowerPoint) and familiarity with merchandising / BI tools

At adidas, every day is a chance to flip the script. An invitation to take everything we know and re-invent it. Do it better. Never settling for good enough. Every day we get up, invent, adapt, improvise, find new ways to collaborate, and do the unexpected. We’re creators, makers and doers. Helping athletes make a difference, not just in their games, but in their lives and in their world. It’s an obsession.

We’ve been doing this for more than 65 years. With an unmatched history and tradition of creating iconic products, consumer connections and experiences, we’ve been defining sport culture since the beginning. And we’re never done.

Come be a part of shaping the future together with us.

At adidas, every day is a chance to flip the script. An invitation to take everything we know and re-invent it. Do it better. Never settling for good enough. Every day we get up, invent, adapt, improvise, find new ways to collaborate, and do the unexpected. We’re creators, makers and doers. Helping athletes make a difference, not just in their games, but in their lives and in their world. It’s an obsession.

We’ve been doing this for more than 65 years. With an unmatched history and tradition of creating iconic products, consumer connections and experiences, we’ve been defining sport culture since the beginning. And we’re never done.

Come be a part of shaping the future together with us.