Goal of Key Cities
• Further the Group mission to create the best sports brands in the world by creating a powerful, integrated brand and business ecosystem that wins the creator and catalyses the brand and business within the targeted key cities, markets and globe
• To achieve a leading position (#1) for our brands in the key cities as indicated by NPS, Net Sales and Market Share
Purpose of Role:
• The Key City GM is responsible for providing a single and authoritative point of leadership and direction for the Key City strategy and execution plan within the Market; he/she is responsible and accountable for the correct positioning and healthy growth of the brand and business within the designated key city
• They are a key interface point connecting the Global, Market and Local teams to ensure the contribution of their respective Key City to a global Key City Strategy.
Key Responsibilities:
• Vision and Create Strategy –
o Lead the development and Execution of Key City strategic plan.
o Deliver Strategic plan and all review inputs to Global and Market teams to ensure leadership alignment, allocation of required budgets and resources to effectively deliver the plan.
• Responsible to drive Brand & Business Success within the Key City - Balance the brand investment with the delivery of compelling brand, business and commercial outcomes in the Key Cities; Operate and manage a comprehensive Key City P&L, via shared decision-making, collaboration and alignment with the Market MD and CFO
• Actively Manage Stakeholders and Internal Network - Influence and partner with the stakeholder community – global and local, categories/brand and sales/markets – to advance Key City priorities.
o Key Cities introduces a complex web of interfaces – this role will need to lead the navigation of this and create partnerships and collaborations across the full network of functions in order to effectively align the market towards the Key City plan.
o Drive the integration and interface for Key City plan with market priorities
o Ensure key inputs provided to market KA, DTC plans to prioritise the Key City doors
• Responsible to Maximize Total Brand Impact and Synergies - Integrate, filter and converge diverse inputs into the Key City plan; Prioritize multiple inputs to maximize the execution of the Key City’s strategies
• Lead Action Planning and Execution - Lead and ensure the execution of the Key Cities 52-week calendar, in partnership with global, local and external stakeholders
• Lead and develop the Key City Local Team - Manage the local Key City organization and team to create positive outcomes for the city; Look for opportunities to provide cross-functional experiences to identified high-potential talents from both, inside and outside of the team
o Lead the Key City Marketplace and Activation roles to provide a seamless and cohesive plan that will ensure delivery of Key City Targets.
• Be the Voice of the Consumer and External Landscape – This position requires an ambassador and advocate for the Key City strategy and in deed the voice of the consumer at the key city level. Specifically the GM will be responsible to establish, track and evaluate creator consumer and competitive landscape, as well as macro trends, to implement improvement and evolution of Key City plans.
o Be the leadership advocate for key cities planning and performance management conversations
o Drive and focus business analytics to enhance key city offense – consumer insights and market data etc.
• Lead and Drive Internal Transparency and Communication – As a Key City GM, this position will be required to work seamlessly between Global and Local teams.
o The GM will be the lead representative for the Key City towards Global Functions, participating in regularly updates with the Global Key City lead
o The GM will operate as the lead advocate locally, representing a voice for Key Cities within the Market Strategy and present the status of the Key City to the Market MD and leadership team.
o The GM will provide key cities perspectives and insights as needed by the Group – Global go-to point person for each key city
Key City KPI’s:
• Brand Desire – NPS, Brand Momentum, Spontaneous Purchase Intent
• Consistent Revenue Growth (Net Sales and Sell-Out)
• Market Share – Overall and Category
• Retail Comp Sales
• Full-Price Sell-Through in Key City Attack’s Key Account Doors
Authorities:
• Cost Centre Budget
• Virtual P&L for the City
