Manager Digital Activation Planning - Temp 12 Months

This 12-month temporary role focuses on managing alignment in the adidas digital ecosystem at category level by curating and creating calendars and activation plans with input from all stakeholders.

You will contribute to mapping, implementation, and governance of the consumer journey in the adidas digital ecosystem (.com and apps) for assigned categories, helping to achieve eCom brand and commercial goals by driving eCom Sales, NPS, Brand Awareness, Consumer Acquisition & Retention.

Consumer experience goals

PREMIUM: inspire love for our brand and desire for our product.

CONNECTED: offer a seamless experience across all consumer touchpoints.

PERSONALISED: delivering the right message to the right audience.

Key Responsibilities

• Partner with European BUs and Digital Global teams to translate a global seasonal plan for the European adidas digital eCom system (.com/apps) and inform local adjustments for the assigned categories.
• Maintain the category digital activation seasonal calendars, using business-designated calendar tools.
• Manage the digital activation process with stakeholders across Brand / eCom / Newsroom for all assigned category items on the calendar; partner with European Category BU Comms leads on go-to-market plans and support calendar deviation feedback to Global BUs.
• Actively seek insights from key stakeholders regarding consumer insights that can better direct planning, establish KPIs, and generate insights for real-time optimization of campaigns.
• Communicate post-campaign feedback to the global Digital teams to inform digital campaign standards.
• Implement the Digital Campaign Standard with Digital Content, Media Activation, Analytics, and eCom partners, and formalise activation plans based on the most effective consumer journeys.
• Partner with eCom Digital Merchandising and eCom product buying & planning to ensure business needs are effectively supported, driving agile in-season adjustments to category calendars as required.
• Brief the Digital Content Category team on needs to support the adidas digital ecosystem (.com/apps) and media category plans; as project owner, oversee and govern end-to-end implementation of stories.
• Input the optimal commercial consumer journey into Brand Comms media briefs for assigned categories.
• Contribute to and share joint responsibility for delivery of the adidas digital ecosystem commercial KPIs for assigned categories.
• In collaboration with the Omnichannel team, provide input to the end-to-end process and share digital learnings with the Global Digital teams.
• Based on business needs and consumer insight, participate (case by case) in prioritising and supporting non-concept in-season reactive marketing activity and the in-campaign optimization agile process.
• Implement the process to ensure Key City needs are factored into assigned category campaign consumer journey plans, working closely with the Key City and Localization Planner.
• Align with Newsroom and Media Activation on social campaign sequencing strategy and planning, and provide feedback on campaign cross-over (horizontal social laydown) through implementation of the social strategy.
• Support special projects as required.
• Mentorship of junior team members. Test and Learn. Live the adidas values.

Key Relationships

• Global and Europe Marketing (Business Units)
• Brand Activation teams (Media Activation, Digital Content, Consumer Engagement)
• eCom (UX, Digital Merchandising/Master data/Supply Chain Management/Operations/eCom product buying & planning/Analytics)
• Global Digital teams (Digital Planning, Activation, Calendar)
• Newsrooms
• Key City Planning

Knowledge, Skills and Abilities

• Understanding of digital brand and commercial KPIs and drivers of the eCom business.
• Good project management and stakeholder management skills.
• Holistic view of digital ecosystem and consumer journeys.
• Working knowledge of email, display, and paid social tactics.
• Comfortable working with enterprise-level platforms and technologies.
• Strong understanding of digital IT products and capabilities.
• Fluent in English, both verbal and written.
• Good communication skills; comfortable presenting to stakeholders at various organizational levels, both in person and remotely.
• Ability to think and act strategically and to prioritize and delegate high numbers of tasks with varying workload and importance.
• Understanding of Brand Marketing content delivery needs, solutions, and processes.
• Ability to understand consumer behavior across the entire digital landscape.
• Ability to handle ambiguity and untangle complex situations into actionable activities.
• High resilience and solution-oriented attitude.

Requisite Education and Experience / Minimum Qualifications

• Four-year college or university degree, preferably in a Marketing discipline.
• 5+ years broad marketing/digital experience.

How we work at adidas

• COURAGE: Speak up when you see an opportunity; step up when you see a need.
• OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
• INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
• TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
• INTEGRITY: Play by the rules. Hold yourself and others accountable to our company’s standards.
• RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.