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
Personnel:
- 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
mentoring
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
KPIs:
- 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)
