Senior Manager, Brand Activation

adidas; Singapore; On-site; SGD 80,000 - 120,000; Full time

Job summary

A leading sports brand in Singapore seeks a strategic marketing professional to drive brand achievement and manage local P/L. You will collaborate with cross-functional teams to execute marketing strategies and develop significant partnerships. The ideal candidate has a Master's degree, at least 8 years in marketing within sporting goods, and strong leadership skills. This role supports the execution of both global and local brand strategies to ensure market success.

Qualifications

• Minimum 8 years experience in Marketing or Sales in Sporting or Consumer Goods.
• Experience in trade marketing, brand communications, media planning, or visual merchandising.
• Excellent communication skills in English and local languages.

Responsibilities

• Drive brand achievement of adidas's mission in Singapore.
• Manage local brand P/L and marketing strategy execution.
• Develop strong alliances with local stakeholders.

Skills

Strategic thinking

Leadership

Interpersonal communication

Project management

Marketing budget management

Education

Master or Degree in Marketing or Business Administration

Job description

Purpose & Overall Relevance For The Organization

Driver of brand achievement of its mission to become the leading sports brand in the country. Shared responsibility for local brand P/L; and driving Brand Equity/Strength. With that, act as the strategic centre for the organization to develop formidable GTM plans by working with local and regional cross functional stakeholders as well as external partners.

Key Responsibilities

Brand

• Drive and monitor brand team to achieve Brand equity scores.
• Local brand P/L shared responsibility (incl. MWB planning and management in partnership with finance)
• Single point of contact for marketing for country GM, country shared functions/commercial leads and SEA
• Implementation of the global / SEA brand strategy on country level Review, identify, and actively build a strong alliance of external partners to develop plans, and drive value in partnership with NTP.
• Execution of local brand and sports marketing activation programs (yearly marketing plan)
• Brand communication execution of area plans: ATL, BTL, PR, Sports Marketing, Social Media and Digital
• All marketing communication processes monitoring and 360 executions
• Execute all communication tools & channels in close alignment with SEA (e.g. Account campaigns, generic POS, advertising, event concepts and graphics)
• Execute strong and differentiated retail marketing plans across network of stores and ensure visual merchandising excellence specifically in retail and franchise.
• Local market research when / if applicable (consumer focus)
• Ownership of Entertainers & Influencers Marketing
• Management of relationships with teams / athletes

Category

• Co-create country seasonal range by developing key assortment plans, defining exclusivity, whilst balancing overlaps to ensure an efficient yet cutting-edge brand driven range.
• Requires strong cross functional collaboration, and FRS/WHS partner collaboration.
• Manage the category Sales / Brand targets for the country as per SEA guidelines in terms of net sales, margins, sell through, stock turn, market share, Brand equity
• Align the category forecasting process in co-operation with the local Sales, local planning, in line with SEA team to ensure country needs and parameters for delivery of targets are met
• Align and synchronize specific market needs with area direction for Price / standard margin delivery Implement integrated marketing packages at market level (end to end responsibility).
• Inclusive of product / communications / sell in and sell through parameters.
• Monitoring and feedback of campaign impact
• Deliver market specific tactical product packages aligned with the area category marketing team to achieve top-line and margin targets
• Implement Integrated Marketing Brand Efforts

Sell In

• Lead the quarterly sell-in and key account pre-line meetings
• Drive optimal implementation of area range package across channels
• Assist Sales in pre-line meetings by aligning relevant range offer and providing sell though enhancing solutions
• Rationalize key account needs and provide feedback and recommendation to area for courses of action
• Monitor regularly compliance to the set range distribution channel guidelines
• Ensure delivery of category product range internally and externally (to key retailers)
• Drive shelf space acquisition and new business development opportunities with sales teams

People

• Develop & nurture an effective and performance team
• Ensure motivation and functional effectiveness of the team that will allow brand adidas to achieve its objectives
• Perform periodic performance review, individual performance plan and put forward a recommendation to Management

Operational

• Actively participating in the operational and strategic decision-making process in country
• Ensuring the operational needs of company are met (i.e. that business critical processes are in place and working)
• Liaise with local agencies and ensure execution of all SEA aligned brand concepts in country and within given budget purview
• Protecting interests and assets of company
• Building and developing the local team
• Actively support the development plans of other departments and promote cross department co-operation

Knowledge, Skills And Abilities

• Ability to think strategically, define business opportunities and problems, understand complex business challenges and formulate effective solutions designed to improve results.
• Strong leadership and coaching skills, and the ability to capitalize on and apply these skills, resulting in the growth and development of managers and employees in the organization.
• Possesses strong interpersonal and communication skills, able to achieve desired results in a fast-paced, highly competitive, multi-tasking environment.
• Good understanding of global branding principles and adherence, significant knowledge of full Marketing mix with major brand
• Experience in leading and managing a diverse team
• Good project management, Marketing budget planning and management

Pre-requisite Knowledge / Skills

• Master or Degree in Marketing or Business Administration or related field
• Minimum 8 years experience in Marketing or Sales experience in Sporting Goods or Consumer Goods Industry. Ideal if there is experience in at 2 areas within the following: trade marketing, brand communications, media planning, visual merchandising.
• PC literature, excellent oral and written communication skills in English and local languages
• Preferable experience in the sport or clothing industry

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