Manager Brand Communications - Outdoor
adidas, Portland, OR, United States
To develop and manage the Outdoor brand marketing plans and strategy in the North American Market (US & CA) based on the Global and US brand direction set by Sr. Communications Manager. This role is responsible for owning and executing on the Outdoor Brand Marketing Plans across the DTC, Digital, and Consumer Activation spaces.
Key Responsibilities (Functional):
Support in strategic communications planning phase for the Outdoor category in close collaboration with the Sr. Manager Brand Communications and the BU Merchandising lead(s).
Point person for the Outdoor category, maintaining an in-depth knowledge of and contributing to horizontal business goals and positioning strategy
Partner with Global to understand the global strategy, positioning and support plan for key concepts and influence the development of Global creative to ensure campaigns and tools are relevant within the US market
Maintain a deep operational relationship with Merchandising leads/teams to ensure full coordination of brand activities and compliance with brand activation calendar
Responsible to brief/drive coordination with key commercial stakeholders in DTC and eCom
Responsible to brief media & digital activation on the creation of performance media creative (assets for paid search, paid social, CRM, .com and adidas app)
Responsible for the daily management of internal and external resources (agencies/ vendors) in campaign briefing and execution that extend or adapt the Global creative toolkits as needed
Work with DTC and Digital teams to adapt and align on localized tools. Provide all final tools for execution across all channels. Where necessary, lead in creation of tool kits to support local BU priorities in close partnership with US/Global colleagues.
Drive the media and digital activation strategies and execution including digital analytics, media creative development and trafficking deliverables
Partner with adidas Retail, and adidas eComm to understand and leverage retail opportunities and ensure Brand Marketing toolkits are relevant, actionable, impactful and leading
Create and manage strategy for integrated Outdoor events delivering on clear product integration for key calendar moments and meeting defined KPI’s for brand and sales ROI
Partner with SpoMa and Culture marketing on key partner integration into Outdoor initiatives, campaigns, and events
Participate in brand/ category presentations (SMM, prelines, etc) as required, assisting in presentation development
Create and deliver holistic and inspiring presentations around the key concept or category marketing plans to support seasonal sell-in of product and marketing elements
Manage and influence the direction of category budget priorities behind related initiatives with both internal and external partners
Key Relationships:
BU & Commercial Leads: Merch, Wholesale, Retail/DTC, Ecom
SPSP & Trail Running Global Comms
US Brand Communications Horizontal team
Finance
NAM Newsroom
Spoma/Culture Marketing
Knowledge Skills and Abilities:
Manager with significant marketing knowledge and experience in sport and/or fashion/lifestyle categories
Experience in developing integrated marketing communications programs; hands on experience leading a digital strategy a plus
Ability to lead and mobilize a cross-functional team without direct management responsibilities
Strong project management and planning skills
High level of organization with a structured, methodical way of working
Advanced skills across all Microsoft office software
Good at building relationships across a variety of levels
Strong customer-facing abilities; ability to partner and influence
Requisite Education and Experience / Minimum Qualifications:
University or College Graduate. Major in marketing preferred.
3- 5 years of marketing experience.
2 years+ experience managing communications in a leading sports/and or fashion brand environment
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Key Responsibilities (Functional):
Support in strategic communications planning phase for the Outdoor category in close collaboration with the Sr. Manager Brand Communications and the BU Merchandising lead(s).
Point person for the Outdoor category, maintaining an in-depth knowledge of and contributing to horizontal business goals and positioning strategy
Partner with Global to understand the global strategy, positioning and support plan for key concepts and influence the development of Global creative to ensure campaigns and tools are relevant within the US market
Maintain a deep operational relationship with Merchandising leads/teams to ensure full coordination of brand activities and compliance with brand activation calendar
Responsible to brief/drive coordination with key commercial stakeholders in DTC and eCom
Responsible to brief media & digital activation on the creation of performance media creative (assets for paid search, paid social, CRM, .com and adidas app)
Responsible for the daily management of internal and external resources (agencies/ vendors) in campaign briefing and execution that extend or adapt the Global creative toolkits as needed
Work with DTC and Digital teams to adapt and align on localized tools. Provide all final tools for execution across all channels. Where necessary, lead in creation of tool kits to support local BU priorities in close partnership with US/Global colleagues.
Drive the media and digital activation strategies and execution including digital analytics, media creative development and trafficking deliverables
Partner with adidas Retail, and adidas eComm to understand and leverage retail opportunities and ensure Brand Marketing toolkits are relevant, actionable, impactful and leading
Create and manage strategy for integrated Outdoor events delivering on clear product integration for key calendar moments and meeting defined KPI’s for brand and sales ROI
Partner with SpoMa and Culture marketing on key partner integration into Outdoor initiatives, campaigns, and events
Participate in brand/ category presentations (SMM, prelines, etc) as required, assisting in presentation development
Create and deliver holistic and inspiring presentations around the key concept or category marketing plans to support seasonal sell-in of product and marketing elements
Manage and influence the direction of category budget priorities behind related initiatives with both internal and external partners
Key Relationships:
BU & Commercial Leads: Merch, Wholesale, Retail/DTC, Ecom
SPSP & Trail Running Global Comms
US Brand Communications Horizontal team
Finance
NAM Newsroom
Spoma/Culture Marketing
Knowledge Skills and Abilities:
Manager with significant marketing knowledge and experience in sport and/or fashion/lifestyle categories
Experience in developing integrated marketing communications programs; hands on experience leading a digital strategy a plus
Ability to lead and mobilize a cross-functional team without direct management responsibilities
Strong project management and planning skills
High level of organization with a structured, methodical way of working
Advanced skills across all Microsoft office software
Good at building relationships across a variety of levels
Strong customer-facing abilities; ability to partner and influence
Requisite Education and Experience / Minimum Qualifications:
University or College Graduate. Major in marketing preferred.
3- 5 years of marketing experience.
2 years+ experience managing communications in a leading sports/and or fashion brand environment
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