Director Omnichannel Activation, East Europe (Warsaw or Prague)

  • Full time
  • Prague
  • Posted 4 days ago

Purpose & Overall Relevance for the Organization:


Leader of the Omnichannel Activation department, which encompasses chosen Wholesale customers’ activations (online/offline) and our Direct-to-Consumer (DTC) channel with special focus on Own retail, Franchise stores and Factory outlets. Define, create and lead category consumer facing activities at every retail & digital consumer touchpoint, across all sales channels. You will be responsible for the Own the Game strategy for the department, creating a cohesive and exceptional consumer experience to generate traffic, sales & conversion, and driving sports credibility through our key categories.


You will actively develop your team according to the company values, driving the digital & sustainable development of our activations, cooperate with key Retail, Sales & Marketing stakeholders in East Europe, as well represent East Europe Zone within the European omnichannel activation community.


Key Responsibilities


  • Own Omni-Channel Marketing plan & strategies
  • Drive the digital marketing transformagtion – building the knowledge and skillsets within the teams and oversee the integration of digital tools (e.g. adidas app, running & training app) & other platforms (Google My Business, Social Media – FB, IG), scalable digital projects, and digital activation as well as provision of insights for future planning.
  • Increase Digital WHS sell-out, Digital share of voice and share of search of adidas within Zone through improved brand visibility & presentation and enhanced consumer experience
  • Provide digital support for whole EE Omnichannel department with focus on continuous success analysis (incl. cost efficiency) of marketing initiatives,
  • Drive the GenZ relevancy in our omnichannel activations
  • Oversee the marketplace and integrate into one strategy as cross-border accounts are expanding into our countries
  • Warsaw/Prague Key city activation
  • Lead the implementation and execution of Omni channel Marketing strategy for all channels balancing global/local strategies and finding the most environmentally sustainable approaches
  • Create Account Marketing plans & calendars for the zone’s top accounts in close collaboration with Sales, BU, Go-to Market teams
  • Brand & Product Learning program implementation as a pillar to deliver on the sports credibility within key wholesale account
  • Work with European retail teams for best local approach of storytelling for our retail and franchise doors – drive KPIs (traffic, conversion, sales)
  • Own Omni-Channel MWB/SWB (Marketing & Sales working budget) to ensure investment decisions on strategy as well as monitor ROI
  • Drive and initiate exciting hyper local consumer-relevanty activations on store level in cooperation with Cluster Brand Activation, GTM, Sales, Sports marketing teams.
  • Lead the delivery of appropriate channel activation sell-in tools at Sales Launch period, and brand presentations to accounts during sell-in
  • Oversee the New store opening/Remodeling from ISC, VM and opening activation perspective
  • Lead Membership program integration into DTC channel, drive proactively acquisition of new members by always-on communication and creating unique and premium members experience
  • Drive the strategic relationship with ISC & VM agencies and ways of working
  • Feedback to Europe Channel Activation on performance of concepts and on toolbox readiness
  • Share best practices & learnings with Europe and key stakeolders
  • Build strong working relationships with Europe Brand Marketing and specifically Europe/East Sales, DPC, GTM, Retail, Franchsie and Brand Marketing teams to deliver market input and drive synergies




  • Large team leadership and strategic guidance
  • Manage, recruit for and develop the team to achieve all relevant targets
  • Build the most relevant teams to achieve strategic goals and future readiness
  • Inspire, lead and drive a performance culture within the team
  • Set personal objectives, targets, guidelines and assess all direct reports
  • Manage key talents’ career and succession planning
  • Develop the functional and core skill of direct reports through regular coaching and



Key Relationships:


  • Zone Brand Activation lead
  • Zone Brand Communications
  • Zone Sports Marketing
  • Zone WHS teams & accounts
  • Zone Retail & Franchise
  • Zone Human Resources
  • Zone Finance team
  • European activation teams
  • Local/Global Agencies



  • Net sales
  • Market share
  • Sell through/Sell out
  • Traffic/Conversion
  • GenZ reach, share of business
  • Digital Share of search & Share of voice



Knowledge, Skills and Abilities:


  • Digital executions and digital development
  • Significant knowledge of the full marketing mix (advertising, events, sponsorship, retail) with a major brand or retailer (sporting goods industry prefered)
  • Leading and  managing a large diverse team (incl. remote management)
  • Budget Management (efficiency, amplicy, Forecasting)
  • Presentation skills in front of large groups
  • Experience in both market and above market organization preferred
  • Strong negotiation skills, strong networker
  • Consumer and customer knowledge



Requisite Education and Experience / Minimum Qualifications:  


  • University Degree and minimum of at least 10 years working experience
  • Minimum 10 years of experience, mostly in Marketing, while Sales experience is appreciated, including sports, fashion or FMCG
  • At least 5 years of experience in managing people (also virtually)
  • Strong people management skills and proven track record in commercial achievements
  • Digital capabilities and experience
  • Fluent English (Polish is a plus)

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