Purpose & Overall Relevance for the Organization:
The Manager Retail Marketing (Football) develops strategy and tools for the business unit covering every retail-centred consumer touchpoints and ensures these tools are utilized globally through wholesale and own retail.
Key Responsibilities:
- Work together with brand marketing teams to extend all global campaigns through all possible retail avenues and ensure we create seemless consumer journeys by working closely with the category digital marketing and membership teams.
- Create immersive consumer experiences around the biggest moments in football like UEFA EUROs or FIFA Worldcups to drive engagement.
- Develop strategies to promote and support key products at own retail stores and work closely with creative agencies, digital marketing, horizontal retail teams and retail training to ensure successful implementation.
- Lead the creative development of toolkits and market communication for football hype drops in close collaboration with brand comms, digital marketing and product teams.
- Develop innovative retail marketing toolkits and activations for sell-in (GTMSO) , ensuring they are in line with global brand guidelines and all timelines and milestones are met.
- Ensure a consistent brand appearance across all own retail touchpoints and ensure the presence at wholesale meets the standards and direction of the adidas brand.
- Understand and apply learnings from consumer insights and latest trends and translate them into Retail journeys and respective touch points.
- Work closely with retail production agencies and horizontal teams to ensure all tools created are sustainable, easy to use and affordable for markets and wholesale partners.
- Collaborate closely with horizontal retail teams to ensure we are always working with the latest store concepts and also continuously develop our FTW wall and other touchpoints and work with regional teams to roll these out globally.
- Call monthly meetings with regional own retail marketing teams and work closely with them on flagship implementations.
- Create seasonal plans for content opportunities and campaign extensions for key wholesale partners in close alignment with regional marketing teams.
Authorities (possibility):
Limited Representational Authority (i.A.)
Key Relationships:
Brand adidas: Brand Comms, Merchandising, Creative Direction
Brand adidas: other BUs Brand Marketing
Adidas Retail and Wholesale
adidas Local Markets
adidas Finance / Controlling
adidas Procurement
Creative Agencies
External partners and key accounts
Knowledge, Skills and Abilities:
- Good interpersonal/communication skills.
- Experience with omnichannel strategies and solid trade marketing and retail marketing campaign delivery.
- Ability to manage and / or collaborate with internal and external cross-functional groups: product marketing, communications, social, digital.
- Understanding of consumer messaging and consumer insights.
- Understanding of and passion for the sports and fashion/entertainment industry.
- Level of strategic thinking and strong presentation skills.
- Organizational skills
Requisite Education and Experience / Minimum Qualifications:
- Degree in Marketing, Communications, Retail or a related field. Master Degree / MBA a plus.
- 4+ years’ industry and / or relevant work experience.
- Fluent written and spoken English language skills.