Senior Lead - Brand Activation, Germany

Welcome to On! One of the World’s fastest-growing premium sportswear brands.

At On, we’re redefining the future of sportswear and we’re looking for a dynamic and results-driven Brand Activation Senior Lead, Germany.

On is disrupting the global sports footwear, apparel, and accessories market with groundbreaking technology, cutting-edge designs, and an unwavering commitment to sustainability and social impact. We're not just thinking differently – we're pushing the boundaries of what’s possible, inspiring athletes and customers alike.

As Brand Activation Senior Lead, you’ll bring the brand to life in Germany, owning the seasonal and annual activation plan - predominantly thinking / working 12-months ahead – delivering impactful campaigns, brand initiatives, events, and activations with partners and local communities.

Your Mission

• Develop a localized brand activation calendar aligned with the sub-regional Marketing plan, coordinating closely with Brand Comms, B2B Partner Marketing, Brand Experience and country Sales team.
• Ensure executional excellence by adapting global and regional guidelines to the local market, consistently delivering our premium brand experience across all touchpoints.
• Lead and mentor the local Brand Activation / Community team, cultivating an inclusive and forward-thinking culture that encourages innovation, collaboration, and personal growth.
• Identify new and nurture existing partners within key categories (e.g. running, training, movement) and implement into existing campaigns and moments
• Create key city and cultural calendars to build local activation plans and identify opportunities - collaborating closely with the sub-regional Brand Comms Lead on creative development.
• Implement a holistic omni-channel approach by working closely with the local retail partners, own store team, and broader community networks.
• Develop our community engagement and activation plan, partnering with the local retail team to build and strengthen our community programs.
• Foster strong, enduring relationships with communities and partners through engagement, education, and training, nurturing brand affinity and loyalty.
• Deliver impactful events that resonate with and engage both partners and community audiences, driving brand activation in the market.
• Define clear objectives, KPIs, and requirements for your team - reporting on Brand Activation initiatives as well as bringing local data-driven insights into the sub-region.
• Oversee the local brand activation budget, ensuring effective planning, tracking, and reporting on all marketing activations.

Your story

• Typically, +8 years’ experience in a management position preferably in the sportswear, streetwear, street-culture or entertainment industries; ideally both at brand or agency sides.
• Proven experience within local communities as well as event management - focused on running - fitness/training is a plus. Knowledge of the local German market and cultural landscape in key cities including B2B market insights.
• Strong understanding of brand strategy and proven experience translating it into local activations.
• Proven ability to develop and manage budgets effectively.
• Experience in setting and tracking KPIs and using data to inform decisions.
• Excellent leadership and team management skills, with the ability to mentor and develop high performing diverse teams.
• Strong communication and interpersonal skills, with the ability to build relationships with partners and communities.
• Strategic and growth mindset.
• Experience working with cross-functional teams, including sales, communications, and retail.
• Ability to adapt global guidelines to the local market while maintaining brand consistency.
• Fluent or C1+ level in both written and spoken German and English.
• You should be comfortable travelling frequently for business needs, predominantly to key strategic locations across Germany. In possession of a valid driver's license for Germany

About the Team

Reporting into the Sub Regional Head of Marketing for Central EMEA, this role is responsible for how we connect, educate and activate our communities in the market. A decentralized team of Brand Activation specialists and regional leads report into this role.

We are On's EMEA Marketing team, and our mission is clear: to amplify On’s brand and deeply engage with our fans and communities. How do we make this happen? Through genuine storytelling, creative brand interactions, and powerful digital and experiential campaigns. At the core of our work lies a commitment to inspiring communities to dream big and supporting them every step of the way as they turn those dreams into reality.

In a former 19th Century postal building by Berlin’s river Spree, you’ll find our future-focused, creative hub.

I think something that unites people here is the pace and the drive. The ambition is quite high in everything we do and when you bring these people together, you see the outcome can be multiplied. It's super impressive to see what happens when you put these creative teams together who really help each other grow.

What we offer

On is a place that is centered around growth and progress. We offer an environment designed to give people the tools to develop holistically – to stay active, to learn, explore and innovate. Our distinctive approach combines a supportive, team-oriented atmosphere, with access to personal self-care for both physical and mental well-being, so each person is led by purpose.

On is an Equal Opportunity Employer. We are committed to creating a work environment that is fair and inclusive, where all decisions related to recruitment, advancement, and retention are free of discrimination.

We want to set everyone up for success, so here’s the lowdown on how we hire. Our process is a two-way street – bringing you into our culture, while helping us learn how you think.

Our full process can last about eight weeks from application to offer, because we care about getting it right. These steps explain how we usually do things.

Before you get started, feel free to consider if you want to work with us. Strange question? Well, we give people a lot of space to navigate their day-to-day and that style isn't for everyone. We want you to be passionate about what you do and be sure this is the right fit. Because when skills and passion combine – it creates that 'Wow' moment.

Step One:

It starts with you...

You'll start by submitting your application to a specific role.

We try to keep this step as simple as possible. We do get a lot of applications, but we review them all. If you're a good fit to the role, a recruiter will follow up with you directly. If you didn't receive a reply, or were unsuccessful this time around, we encourage you to look for other possible matches at On.

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