Senior Manager Brand Communications, adidas Sportswear

2 weeks ago

Shanghai, Shanghai, China Adidas Full time

This role is crucial for boosting the growth of the adidas Sportswear brand and establishing it as a top player in the sportswear industry.

The selected candidate will lead the brand equity creation process with a strategic focus on narrative development, consumer insights, asset creation, and integration into IMC campaigns that make a real impact on the market.

Collaboration with key internal stakeholders and external agencies to consistently achieve brand objectives is a key aspect of this role.

The individual will spearhead initiatives such as the China Culture Program and New Business Expansion program concurrently, demonstrating strong leadership skills.

KEY RESPONSIBILITIES:

  • Utilize market, industry, and consumer insights to identify optimal opportunities for brand portfolio development.
  • Stay abreast of market trends and collaborate with the internal research team to enhance brand and communication strategies continually.
  • Create comprehensive IMC campaigns aligned with the yearly calendar across ATL/BTL/PR channels to maximize impact and efficiency.
  • Lead large-scale brand campaigns and cross-functional asset creation with both global and local agencies.
  • Formulate and communicate strategies with cross-functional teams and external agencies for seamless execution.
  • Collaborate closely with business units to ensure transparency and synergy.
  • Work in alignment with the Global Communications team to maintain consistency with global guidelines and promote regular communication flow.
  • Coordinate with the GCA team (HK/TW) for crucial marketing updates and ensure consistent communication.
  • Partner with the brand PR team to align messaging from an integrated perspective.
  • Develop and manage marketing budgets in line with finance forecast guidelines.
  • Proactively oversee relationships with agencies and vendors while ensuring compliance with corporate guidelines.
  • Engage with brand partners, including strategic partners and key customers.

KEY CRITERIA:

  • Educational background in Business, Marketing, Communications, Public Relations, Journalism, or related fields, with a preference for overseas or MBA education.
  • Demonstrated ability in storytelling from ideation to articulation.
  • 8-10 years of experience in marketing, PR, or media communications, including at least 3 years in a managerial role.
  • Candidates with a strong agency background, especially in Strategic Planner/Planner roles, and client-side experience will be given priority.
  • Experience in Fashion retail, Luxury, Lifestyle, or MNC sectors will be advantageous.
  • Passion for the fashion industry, a good sense of fashion and trends, will be a valuable addition.
  • Result/KPI-driven and proactive mindset.
  • Capability to handle stress from tight timelines and workload.
  • Attention to detail and sensitivity to financial data.

COMMUNICATION:

  • Excellent communication skills with a strong command of English, and proficiency in Chinese-Mandarin.
  • Skilled presenter capable of delivering in high-stakes meetings with a bilingual approach.

CRITICAL THINKING:

  • Demonstrate critical thinking by identifying key issues, evaluating alternatives, and recommending solutions based on reason, logic, judgment, and data.
  • Forward-thinking, receptive to new trends, and adept at translating them into innovative ideas, methods, forms, or interpretations.

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