Senior Manager Brand Coms & WHS activation Basketball Central Europe (M/F/D), Herzo / Berlin ba[...]

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*We actively encourage individuals with disabilities to apply and will provide reasonable accommodations throughout the recruitment process.

Purpose & Overall Relevance for the Organization:

Responsible for developing and executing a complete and impactful communicative and executional category activation strategy for a defined Central Business Category (Basketball and Indoor), to build the brand and drive sales.

Key Responsibilities:

• Manage creation of the overall Central brand marketing plan for the category
• Input into the creation of the overarching Brand Calendar which includes publishing, media, digital, WHS, retail, membership and PR activation
• Manage creation of a seasonal and annual brand marketing strategy and activation plan that lands the Global and Local priorities and significantly improves Brand KPI’s – this includes integration of lead Sports Marketing / Culture Marketing brand partners
• Support allocation of Category MWB and WHS SWB across the marketing mix to best improve Brand and Business KPI’s and looking for efficiencies whether internally or externally
• Responsible for the creation and execution of local tools and executional plans of specific activations
• Manage executional excellence of activations and reporting of its performance against the Brand and Business KPI’s
• Input into the Global and European BU to ensure tools are optimised to best meet local needs and significantly improve KPI’s
• Steer and develop external pitch processes to have the best creative and executional setup for local stories
• Define and coordinated cost efficient media planning across all appropriate communication channels and tools
• Ensure efficient usage of all provided tools across all communication channels – publishing, paid media, omnichannel, sports marketing, culture marketing
• Develop hyperlocal relevant communication tools to land priority stories in social, paid media, and PR respecting trends and latest developments of the industry and target audience
• Lead the development and execution of WHS activation plans with a focus on the category relevant key accounts
• Ensure positive sell‑in and sell‑out impact of relevant activities across all channels
• Collaborate closely with Partner Publishing, Sports and Culture Marketing to ensure holistic concepts and activation approaches across relevant partner portfolio

KPIs

• Category Market Share
• Category Net Sales
• Share of Search

Key Relationships

• Brand Communication lead
• Omnichannel Activation lead
• Publishing & PR lead
• Category GTM
• Sports Marketing and Culture Marketing
• Counterpart in Global and Europe BU

Knowledge, Skills and Abilities

• Proven understanding of how brands translate into comms tools (all forms)
• Have a good understanding of the Consumer Campaign Process from brief through to execution, executing global strategies and extending through hyperlocal activations
• Clear category understanding and knowledge
• Strong knowledge and understanding of social media and communication trends
• Ability to build strong relationships (Agency Management)
• Strong presentation skills
• Proven communicator – both written and verbal
• Creative capacity / awareness

Requisite Education and Experience / Minimum Qualifications:

• 6+ years marketing experience, ideally will have worked within the Sports Industry for a minimum of 2 years
• Degree educated preferably in communications or equivalent industry experience
• Substantial experience of the adidas business, or a significant knowledge in similar organization of the full marketing mix (from advertising, to events, to sponsorship, to retail) with a major brand or retail environment
• Proven media planning / buying experience