Overall Relevance for the Organization
To achieve a leading position (#1) for our brands in the China East Region key cities as defined & indicated by Net Sales & Market Share.
Purpose
The Key City Activation Senior Manager is responsible for driving brand credibility in sport and culture, elevate consumer experiences through members’ engagement. A successful senior manager will generate and develop concepts and ideas to further engage city consumers through O2O experiences and multiple touch points, as well as maintain a constant pulse on consumers, culture, sport and city.
The Senior manager will be responsible for planning, managing and execution local campaigns, product/store launches, community grassroots activations, city KOL management and members’ activations on focussed categories of the city / region. He/She will also be maximizing consumers activation experiences to drive traffic to retail stores or .com.
Key Responsibilities
•Planning
•Drive and support the development of the Brand activation plan for the East regional key cities including Shanghai by leveraging a deep knowledge of city moments, key trade zones and consumer landscape, trends in the city. Further use this knowledge to identify and leverage activation, community building and member engagement opportunities for the adidas brand.
•Identify synergies with other teams and collaborate with across functions to efficiently work towards delivering shared goals.
•Develop and build close and transparent relationships with external stakeholders (corporations or individuals) which is beneficial to city’s brand ecosystem.
Execution & Management
•Capable of converting strategy in to briefs and develop plan for activations and ensure that all relevant target KPI’s are addressed.
•Flawless execution of the agreed key cities brand activations.
•Work with marketing agencies for planning, execution & budget management.
•Ensure information requirement for Finance and Legal team is provided in time & is accurate.
•Develop and drive management of relationships with local media, ambassadors, Key Opinion leaders & influencers.
•Play active role in management of the regional adidas community building initiatives & members’ programs.
•Execute any other relevant projects assigned by your line manager.
•Support line manager in Global Key City’s requests / assignments.
Evaluation & Reporting
•Support evaluation of activations from a KPI and ROI perspective and share with relevant teams.
•Observe the key city regularly, track & report competitor landscape from brand activation perspective.
KPIs
•Brand Health KPIS (Brand momentum, Spontaneous purchase intent, etc.)
•Market share in key cities
•Share of voice in key cities
Key Relationships
•HQ Brand Activation team
•HQ Finance, NTP and Legal teams
•Sports marketing team
•Regional team including Retail Expansion, Own Retail, Franchise Operation and Channel
•Category BU teams
•Sale & Franchise Operation team
•Key city team and Global key city team
•Digital hub and Ecom
Knowledge, Skills and Abilities
•Open-minded, creative and curious, willing to explore innovations, new practices and process improvements within functional area
•Consumer-focused
•Strategic-minded with strong executional abilities to work independently
•Passion for sport and sport culture
•Manage end-to-end delivery of complex, multi-faceted projects
•Analytical mindset with strong problem-solving skills and ability to multi-task
•Ability to objectively interpret feedbacks and make actionable recommendations
•Fluent in English/Mandarin, both written and spoken
•Strong presentation skills
•Team player
•Advanced user of MS Office suite of products
