Purpose & Overall Relevance for the Organization:
Lead Consumer Experience Visual Merchandising and In-Store Communication Concept adaptations & iterations for GCA & APAC, in close collaboration with the Market and Country teams to ensure the brand adidas consumer experience in the region reflects the consumer and market distribution needs following a global guidance towards a consumer centric brand experience for all physical retail touchpoints across channels (Own Retail, Franchising and Wholesale).
This role is responsible for supporting the Market team with flawless execution of concepts & formats VM & ISC (hyper-localization), according to our Creative/Brand leadership & principles, resulting in world class consumer experience.
Key Responsibilities:
• Manage external agencies (visual presentation & communication specialists; software agencies) for adaptations & Iterations specific for GCA & APAC, including required principles and guidelines.
• Partner with market roll-out relevant teams to create clear requirements along with the development of supporting guidelines, that enable markets to execute concept VM & ISC, whilst ensuring continued alignment to brand objectives and positioning (following defined global/local framework and operating model)
• Ensure input for concept VM & ISC adaptations is captured from the Market based on defined VM & ISC pre-requisites and align back with the market on final outcome following defined interaction model between market, HUB and Global.
• Manage the development, innovation and management of all Concept visual merchandising & Instore communication training and compliance tools ensuring global consistency.
• Manage training, communication & best practice processes into the market place to ensure global consistency and excellence in execution at the point of sale.
• Monitor the retail industry (brick and mortar, wholesale and digital) for best practices to understand the trends and conceptualize new methods or processes whenever required. Define and implement monitoring methodology aligned with market, HUB and Global stakeholders.
• Drive for industry leading innovations in VM & ISC and ensure commerciality of VM & ISC adaptations & Iterations in line with Market expectations, Consumer Experience expectations and Brand aspirations. Position visual merchandising & instore communication as a profit center contributor.
• Partner with Senior Director Consumer Experience HUB and steer the development of adidas’ future Omnichannel VM & ISC adaptations & iterations to further enhance adidas’ labels and categories and achieve commercial needs for the GCA & APAC market.
• Collaborate across teams and division In GCA, APAC and globally whenever required.
• Set own area objectives & priorities and ensure training to market place including a communication loop for implementation learning and further enhancements.
• Drive own area projects and tasks requiring in depth knowledge and judgment within concept VM and ISC and ensure alignment between HUB team and Market team. This alignment should also be ensured globally whenever required.
• Manage all team dedicated internal and external human resources if any.
• Lead, mentor and coach own team and provide feedback on daily operations to ensure efficient reflection on behaviour and deliveries.
• Control of the overall budget and planning of assigned programs within area of responsibility.
• Accountable for performance reviews and identifying development needs of assigned teams.
• Self-initiate assignments with emphasis on strategic, commercial and tactical focus
• Any additional projects or tasks defined by the line manager
Authorities:
• Yes, as per Group Signing Authority levels
Key Relationships:
• Global Consumer Experience teams
• Global Brand Design
• Brand Marketing BU’s and Brand Communications teams
• Brand Activation teams
• Omni Chanel Marketing team
• Merchandising team
• Sales Strategy & Excellence
• Market Store Development, VM & ISC, Merchandising, Marketing, Sales , HR, IT, Finance, DBC
• External Agencies
Knowledge, Skills and Abilities:
• A high level of specialised visual merchandising business acumen. Extensive depth of theoretical knowledge and organizational practice
• Deep understanding of retail operations, marketing & processes
• Proven track record working with new retail environments / concept creation and development
• Proven track record of large scale (in excess of 1,000m2 / 10,000sqf) store planning / openings
• Proven track record of retail communication development
• Strong organisation skills and flexibility
• Strong Interest in technical innovations
• English fluent: verbal, written & spoken. Mandarin is an advantage.
• IT: Microsoft Office, advanced. Sketch Up and the Adobe Suite is an advantage.
Requisite Education and Experience / Minimum Qualifications:
• Business or Marketing Degree
• 8-12 years experience in retail visual merchandising including fashion retailing
• 3+ years working with Global markets or 2+ years working in a top tier adidas market
• 3+ years management experience
