Purpose
Responsible for managing and executing brand activation strategy for the NAM market, driving grassroots engagement through key events, partnerships, and content activations, driving brand advocacy and conversion.
Key Accountabilities
- Execute an aligned seasonal marketing calendar incorporating all relevant aspects of product, retail, and brand activity
- Maintain the relationship with external agency around the Brand Experience Representative program to maximize brand awareness and account support in key markets.
- Manage local agencies across projects and activities for the business unit: project management and development of concepts and creative elements.
- Execute the Outdoor activation strategy and roadmap for the US including Account plans & grassroot events to authenticate and win with the TERREX & Five Ten consumers.
- In each defined account, support in developing and execute Outdoor consumer activation activity against targeted KPI’s across all channels and platforms.
- Ensure share of voice within key market events and locations including key cities and outdoor hubs.
- Measure the effectiveness of the key event activation plans’ ensuring activations are meeting outlined KPIs.
- Be the Outdoor “consumer activation” point of contact both internally and externally for consumer and trade events.
- Responsible for the execution and implementation of key brand initiatives and campaigns.
- Align with regional and Global Brand partners to secure best practice level of implementation of Global strategy.
Assist and ensure below listed topics are captured during the global toolbox and marketing plan creation process by providing relevant feedback:
- Paid media
- Influencer Marketing
- Sports Marketing (where relevant)
- Digital Media (all aspects, including e-/m-commerce & social)
- Retail POS (wholesale and own retail)
- Retail environments
- Any local requirements to amplify the global toolbox
- Conduct and share relevant reporting activities to measure the efficiency and consumer NPS (Net Promoter Score)
- Partner with senior leader on budgets and costs within agreed measures
- Understand the NAM Outdoor consumer and identify key areas of opportunity to authentically activate the brand
- Accountable and responsible for the visibility to all relevant markets of NAM Outdoor brand activation to relevant country and global teams through process management and communication process.
- Heavy travel may be required.
Key Relationships
- Outdoor lead
- Outdoor sales team
- External partners
- Outdoor brand comms
- Outdoor product marketing
- CoE retail, wholesale, and eCommerce
Knowledge Skills And Abilities
- Ability to exercise independent judgment and decision-making skills
- Existing knowledge, or desire to understand outdoor sport and the culture surrounding it.
- Ability to work across teams and manage priorities to accomplish multiple tasks with conflicting deadlines
- Strong interpersonal/communication skill and high level of strategic thinking
- Strong negotiation skills
- Ability to present effectively to groups, including members of all organizational levels
- Ability to maintain a professional attitude in fast paced, changing environments.
- Ability to communicate with people on different levels within and outside the organization
- Proficiency in Microsoft Office applications (Excel, PowerPoint, Word and Outlook)
Requisite Education And Experience / Minimum Qualifications
- University degree in business preferred, ideally with marketing and sales focus or equivalent professional experience
- 3 years related experience and/or training
- Account marketing / Sales / Comms / Retail experience
- Outdoor Industry experience a plus
adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an equal opportunity employer.
