Purpose & Overall Relevance for the Organization:
The mission of the role is to build the adidas brand as the best sports brand in China through maximizing innovative and inspirational brand exposure by recommending, planning and executing initiatives in Above-the-Line, Online and Mobile Media. He/she will achieve this mission by:
Lead Chiba IMC campaigns
Develop local adaption of campaigns
Provide input and recommended on customer insights
Key Responsibilities:
IMC campaigns
Lead to set campaign strategy across all platforms
Lead China IMC campaigns: budget split, strategy, over-arching brief – campaign planning across media channel.
Define the over-arching KPI for the campaign
Lead the creation of the Brand Calendar for China: Launch date – Campaign – level (brand volume)
Lead the final campaign debrief
Local adaption of campaign
Brief APAC on the level of content required for China for each campaign
Develop tools for local adaption of campaign for PR – KOL.
Lead sell-in type of needs for China Trade Meeting: Trade Meeting show – sell-in tools.
Consumer insights
Work with research team to deploy the research strategy and gather key insights.
Share key consumers, category and campaign insights to all the functional teams to enable better consumer and category understanding.
Co-ordinate and work with DBA, Newsroom and CRM team to maximize existing data owned through DMP to determine key campaign strategy for Digital.
People Management
Provides strong leadership for horizontal as well as vertical reports
Sets performance plans with each direct report
Plans include goals, key job responsibilities, competency development, measures, and follow-up activities.
Reviews include goals, key job responsibilities, company values and competency development.
Provides coaching & feedback to subordinates
Ensures that direct reports set performance plans with subordinates
Cooperates with superior & HR in all pay decisions regarding subordinates
Generates a high level of teamwork between all Departments
Training
Implement a training and development plan for brand communication team
Ensure team understand the role of marketing, and branding at adidas
To some extent, actively participate in departmental level trainings and development initiatives and activities
Through the internal communications team, communicate brand communication information and initiatives to entire company in a timely fashion
Others
Other job-related work assigned by supervising manager
KPIS
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
Sell through target for related category
Key Relationships:
Category Planning team
APAC Brand Communication team
Retail Marketing team
Sports Marketing team
Global Brand Communication Team
Knowledge, Skills and Abilities:
Manage Business (Processes and Projects)
Manage and Develop People
Result Orientation
Ability to lead and InfluenceOthers
Planning and organizing
Strategic Acting
Conceptual understanding of marketing as brand building tool
A passion for and an understanding of the category along with the desire to translate the passion into building the adidas brand in the region
Strong team player
Very high level of integrity
Communication skills, relationship management and empathy
Negotiation skills
Excellent creative/design/ art direction sense
Ability to multi-task and attention to detail
Ability to take calculated risks
