Sr. Manager Brand Communications

2 weeks ago

Gurgaon, Haryana, India adidas Full time

Sr. Manager Brand Communications – EM Hub

Area: Emerging Markets

Department: Marketing

Direct Reporting Line: Director Brand Communications

Dotted Reporting Line: N/A

Subsidiary/territory: EM Hub

Location: India

GSMS Grade: M3

Number of Personnel Managed Direct 2

Number of personnel Managed Indirect



Purpose & Overall Relevance for the Organization:

Lead and steer the planning and execution of the Sport Brand Communications across all locations in EM, driving all relevant Brand KPIs. Build the adidas brand as the best sports brand in Emerging Markets through maximizing innovative and inspirational brand exposure. Ensure execution excellence and consistent deployment of a holistic brand marketing plan across all communication channels, DP, PP, PR, CRM, Digital, Media, Omni, DA, Membership in accordance with Global Guidelines. Act as an interface with global, country/clusters and EM cross-function teams.

Key Responsibilities:

Interface with global, clusters and EM cross-function teams

Lead the interaction with global Marketing as the key point of contact for all sport marketing campaign development, tool creation and seasonal category calendar and publishing plans. Lead as key spoc for all sport comms and secure alignment across country/ cluster and hub brand verticals. Lead the interaction with cluster brand teams on sport campaigns and moments and work closely with brand planning to secure holistic campaign and calendar planning.Drive and own all brand planning milestones for elevated franchises and category activations. Drive the effective implementation of Global Concept-to-Consumer and Sales Excellence tools, in activated sales channels, in line with the Omni-channel calendar. Represent the market priorities and brand needs within EM to global teams. Lead the development of category attack plans. Partner with country/ cluster teams on the development and creation of local campaigns. Work closely with partnerships (EIM and SPOMA) and newsroom team to drive a strong E2E brand communications strategy.

EM Brand comm deliverables for GTM milestones

Lead and manage EM calendar development and provide input to EM planning team for sport calendar development. Develop handover tools to support successful sell in, including guidance on key seasonal stories, sell in plan for key campaigns, sell in tool development, EM sign off Collect and provide solution for country & clusters' feedback and needs on category calendar and toolkits. Deliver campaigns OTIF in line with EM brand planning processes.

Key campaign planning and tool creation

Lead marketing activation plan for EM key campaigns through close work with clusters Lead the creation of campaign content toolkit for EM, including local campaigns for the market. Monitor smooth handover campaign toolkit to country cluster Brand Communication teams for execution. Allocate and manage EM above market production MAEX

KPI's:

On-time and quality deliverable through EM GTM and Brand Planning Milestones. On-time and quality deliverable of campaign tools. On time launch of campaigns. Quality of recommended and executed initiatives to maximize brand and product exposure and are implemented at industry leading standards. Improvement in our Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.). Integration of ideas with other disciplines. Improved professionalism of the team. Delivery on Initiatives identified by the Senior Management team. Market Share. Long term campaign KPI scorecard related to brand health metrics for all sport stories.

Key Relationships:

Global Marketing team EM Newsroom, Brand Planning, partnership teams EM BU teams EM Omni, DA, Membership, CRM Country Cluster Brand Communication team External Agencies and partners

Knowledge, Skills and Abilities:

Advanced cross-functional Marketing knowledge and Market experience in sport and/or fashion/lifestyle categories (sporting goods industry experience preferred). Leading, managing and developing a diverse, multi geography team. Result oriented with advanced level of project and budget management knowledge. Consumer-focused with deep product and range understanding and the ability to balance Brand and Commercial priorities to build channel- and consumer-specific activation plans that meet KPI targets. Strategic thinking, ability to lead and influence people. Excellent presentation, communication, and negotiation skills. Ability to multi-task and attention to detail. Advanced user of MS Office suite of products.

Requisite Education and Experience / Minimum Qualifications:

Degree or above in Marketing, Communications, Retail, Digital or a related field. Master's degree / MBA a plus. 6+ years' industry and / or relevant work experience with an international brand, preferably with 3+ years of regional experience. Fluency in English. Arabic/Mandarin preferred, but not mandatory.

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