Marketing Activation Manager, Sportstyle

ASICS EMEA; Hoofddorp; Hybrid; EUR 90,000 - 120,000; Full time

Benefits offered by this job

Office gym access

ASICS gear discount

Calm app access

Runkeeper Go premium

Job summary

ASICS EMEA, headquartered in Hoofddorp, seeks a Marketing Activation Manager, Sportstyle to own activation strategy across EMEA and translate campaigns into consumer experiences. You will lead end-to-end delivery of major pan-European events with strong production depth and cross-functional collaboration.

The role involves managing a €5M+ activation budget, working with PR, Influencer Marketing, and Category Marketing, and frequent travel to deliver industry-leading activations across Europe.

Qualifications

• 7+ years of relevant experience in events, experiential marketing, or brand activation.
• Hands-on event production knowledge including venues, logistics, staffing, and supplier management.
• Experience leading complex pan-European consumer events with large budgets (≥€5M).

Responsibilities

• Develop the EMEA Sportstyle Events & Activations strategy aligned with seasonal priorities.
• Lead end-to-end delivery of major pan-European events and manage production and agency partners.
• Own and manage the annual SPS Activation budget, forecast, and cost benchmarking.
• Collaborate with PR, Influencer Marketing, and Category Marketing to enable markets with GTM frameworks.

Skills

7+ years experience

Event production

Budget ownership

Senior communication

Job description

Located at our EMEA headquarters in Hoofddorp, near Amsterdam, you will own the Sportstyle (SPS) activation strategy across EMEA, translating Brand, Product, and Collaboration campaigns into compelling pan-European consumer, influencer, and media experiences. This is a newly created role within the SPS Category team, reporting to the SPS Senior Director. You will manage a significant annual activation budget (upwards of €5M), and drive end-to-end delivery of major pan-European events alongside the strategic direction that connects them to the Sportstyle brand.

Marketing Activation Manager, Sportstyle

ASICS Sportstyle is in an exciting growth moment, investing in capability, scale and expanding its activation footprint across Europe. This role sits at the intersection of culture, fashion, sport and consumer experience, with autonomy to define the approach, not just execute it. You will be a member of the Sportstyle management team and a recognised internal expert, working with a manager who gives genuine freedom to deliver industry-leading initiatives. This is the role for a creative-business savvy professional who can hold an ambitious consumer vision in one hand and a production schedule in the other.

Your key responsibilities will be:

• Activation Strategy & Campaign Translation - develop the EMEA Sportstyle Events & Activations strategy aligned with seasonal priorities; translate Brand, Product, and Collaboration campaigns into distinctive pan-European consumer experiences with clear objectives and KPIs; integrate activation plans into GTM planning cycles and contribute to longer-term Sportstyle strategy as a member of the management team.
• Pan-European Event Execution & Production Leadership - lead end-to-end delivery of major pan-European events and selected global initiatives; apply deep hands-on production expertise to challenge agency proposals on scope, build, timelines, and costs; manage multiple simultaneous projects across EMEA markets to consistently high creative and brand standards. Frequent travel across EMEA is required, including working outside standard hours during major events.
• Budget, Commercial & Agency Management - own and manage the annual SPS Activation budget; allocate investment against strategic priorities; maintain accurate forecasting; benchmark costs and negotiate agency and supplier fees; brief, select, scope, and manage creative, experiential, and production agencies at scale, holding partners to quality, timeline, and commercial standards.
• Cross-Functional Collaboration, Market Enablement & Leadership - partner with PR & Influencer Marketing and Category Marketing on consumer-facing events; align Global, EMEA, and local market teams in GTM forums; develop frameworks and toolkits enabling markets to execute campaigns consistently; build internal production knowledge and a strong agency and supplier network across EMEA.

You have the following skills and experience:

• 7+ years of relevant experience in events, experiential marketing, or brand activation within fashion, footwear, sportswear, lifestyle, or entertainment.
• Demonstrated hands-on event production knowledge - build, technical production, fabrication, venues, logistics, staffing, and supplier management; must be able to read and challenge agency estimates independently. Candidates who have managed activations only at a campaign or strategic level without production depth are not suitable for this role.
• Proven track record leading complex, high-profile consumer events end-to-end across multiple European markets simultaneously, with significant budget ownership (ASICS SPS budgets are upwards of €5M annually).
• Strong commercial negotiation skills - able to benchmark agency and production costs, challenge unnecessary complexity, and deliver efficiencies without compromising creative quality.
• Genuine cultural orientation - authentic understanding of contemporary sneaker, fashion, music, design, and youth culture; ability to distinguish creatively impactful ideas from unnecessary production complexity.
• Confident senior communicator in business-level English - makes clear recommendations, challenges constructively, and represents the activation function compellingly in GTM and management settings.

Nice-to-haves:

• Existing network of creative, production, and experiential agencies across key European markets is a meaningful differentiator.

Our commitment to your wellbeing

We're dedicated to ensuring that every team member experiences the joy and benefits of movement. To support your wellbeing, we offer:

• Access to office gym and sports membership discount.
• Exclusive 50% discount on ASICS gear.
• Unlimited access to the Calm app for better sleep and mental fitness.
• Complimentary premium subscription to our Runkeeper Go™ app.
• A comprehensive wellness programme consisting of exercise and educational sessions.
• Professional support and meditation classes are available through OpenUp Access.
• Working abroad for four weeks every year.

Hybrid working model (office attendance 3 days per week). Combine the flexibility of working from home with the dynamic energy of an office environment.