THROUGH SPORT, WE HAVE THE POWER TO CHANGE LIVES
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.
Purpose & Overall Relevance for the Organization:
The Senior Brand Activation Manager is the voice of the brand. He/She would ensure the positive development of the adidas brand image through brand concepts in key categories, to support sustainable and profitable market share growth in Turkey by providing efficient and effective communication of key messages across all appropriate communication channels.
In this role, you will play a key role in building the adidas brand as the best sports brand in Turkey through innovative storytelling and inspirational brand exposure for all categories. You will partner closely with EM Hub and Turkey cross-functional teams to bring these campaigns to life.
Key Responsibilities:
- Responsible to coordinate the creation of consistent brand activation and communication strategy for Turkey, taking into account both Global strategy and the Turkey consumer
- Represent all aspects of brand activation team in Turkey including key campaigns and launches, calendars and processes, events and initiatives
- Ensure Global/EM marketing guidelines are upheld during the execution of concepts to local market
- Lead creative and powerful market activation plans to win in all categories.
- Lead the interaction with EM activation teams and other clusters as the key contact for campaign development & execution and seasonal brand/category strategy
- Plan and drive seasonal brand activation/comms calendar and campaign planning milestones in line with the brand strategy. Ensuring this calendar is focused on key brand priorities and drives local market initiatives where relevant
- Ensure all activations are aligned with the Category, Media&Digital Activation, Newsroom, Sport/Influencer Marketing, Omnichannel and that it is in close collaboration with the Key City team
- Share key consumers, categories, and campaign insights to all the functional teams to enable better consumer and category understanding.
- Support Key City Attack Plans and ensure consistent execution and delivery against Brand KPIs
- Provide input to EM activation teams related to market priorities where required to improve Turkey Brand KPI performance.
- Lead agency roster and selection to ensure strong relationships, good direction, diversity of skill sets and perspectives, and appropriate pricing (in partnership with procurement)
- Lead the briefing of the creative & event agencies for localized content and ensure all creative work is approved by Global/EM marketing teams.
- Manage to set KPIs for global &local campaigns across the respective categories and prepare & present campaign performance reports to EM Hub contacts and the leadership team.
- Monitor and analyze competitor activities and analyze reports to form insights to optimize and streamline strategies, activities, and processes to ensure that the brand stays ahead of trends
- Lead planning of Marketing Working Budget (MWB) and ensure translation into cost efficient
- Lead, develop and retain talents to foster a high-performance culture
- Other duties as assigned by Line Manager
KPI's :
- Brand Health KPIS (Brand momentum, Share of Search, Spontaneous purchase intent, etc.)
- Turkey / Category Net Sales
- Key Campaign Sell Through %
- Turkey Campaign ROMI
- Agency Performance Management
- Delivery on initiatives identified by the Senior Management team
- Employee Listening Survey Results
Key Relationships:
- Marketing Turkey (CTC & Digital Marketing & Media Activation & Omni Channel teams)
- Sales Managers
- Legal&Compliance Turkey
- Finance Turkey
- Emerging Markets Hub Brand Activation teams
- External Agencies and Suppliers
Knowledge, Skills and Abilities :
- Strong interpersonal skills (e.g. courage, innovation, ownership)
- Ability to develop and implement strategy following Global guidelines
- Strong presentation/communication, negotiation and influencing skills, especially with senior stakeholders within a global/hub matrix organization.
- Deep cross-functional process knowledge
- Project/Process management skills
- Excellent creative/design/ art direction sense
- A self-starter, detail-oriented, and highly organized
- Marketing budget management
- Motivates employees and creates a high performing environment.
Requisite Education and Experience / Minimum Qualifications:
- Bachelors in related field required
- Extensive (+10 years) marketing experience, with a distinct track record of success and high-level full marketing knowledge (advertising, events, partner management,) with a major brand or retailer (sporting goods industry preferred)
- Experience managing external agencies, partners and vendors
- Advanced user of MS Office suite of products
- Fluent in written and spoken English is a must.
- Passion for sports is a plus
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