Purpose & Overall Relevance for the Organization:

Drive brand impact, sell-out and profitability across Direct-to-Consumer Retail through consumer-focused activations and premium in-store experiences. BC / BCS Retail Activation Manager will plan and execute activations, events and retail experiences for Warsaw and Budapest, aligned with the overall Retail Marketing Calendar and Cluster Omnichannel Strategy. The role will build strong connections between the adidas brand and local consumers, communities and influencers, creating engaging experiences that drive loyalty, attract new consumers and improve key business KPIs. The position will also support the development and implementation of the Cluster activation plan and act as a key interface between Retail Marketing and CEE Sales.

Key Responsibilities:

Reporting to the Senior Manager DTC Activation & VM East Europe, the role is responsible for driving consumer engagement and maximizing the profitability of Brand Center Warsaw and Brand Concept Store Budapest. This includes increasing traffic, conversion and NPS through consistent and impactful execution of consumer-relevant campaigns, promotions and in-store communication.

Store Activation Strategy:

• Develop and execute annual store activation plans aligned with Global, European and Cluster priorities, KPIs, budget and calendar, while leveraging relevant local opportunities.
• Ensure consistent, high-quality execution across all consumer touchpoints and Cluster subunits.
• Develop innovative physical and digital in-store experiences around key campaigns and product launches to engage consumers and create shareable moments.
• Lead agency management, from briefing to execution, ensuring high-quality delivery.
• Drive efficient processes across budgeting, communication, planning, reporting and cross-functional alignment with Marketing and Sales.
• Track activation performance and optimize ROI and overall efficiency.

Store Connection:

• Build strong, ongoing relationships with Store Management and maintain a solid understanding of store business and KPIs.
• Ensure store teams are informed, engaged and equipped to deliver activation plans effectively.

VM and Windows

• Define window and launch zone strategies in collaboration with Senior Retail Marketing and VM teams.
• Conduct regular store walk-throughs with VM and Retail Management to ensure a consistent and seamless consumer journey.

People Management & Relationships

• Lead and develop P1 Specialist responsible for BC Warsaw activations, fostering a high-performance and collaborative culture.
• Build strong relationships with back-office and cross-functional teams to enable fast and efficient ways of working.
• Effectively use internal tools and processes to support day-to-day efficiency.
• Partner closely with Retail District Managers, VM, Brand Marketing and Sport Marketing teams to deliver shared business objectives.

Key Relationships:

• Cluster DTC Lead
• Cluster Omnichannel Team, incl. VM for support in delivering brand campaigns
• Cross-functional Marketing functions (Brand Marketing, PR, Newsroom, Sports Marketing) for connecting to the locally relevant influencers
• PL/HU Retail organization, Retail Director, District Managers, Store Managers, local adidas Retail functions
• Europe Retail Marketing Team
• External suppliers, agencies, and vendors

KPIs:

• Net sales, Traffic, Market share,
• DTC KPI’s
• MaEx Management (efficiency, accuracy)

Knowledge, Skills and Abilities:

• Strong understanding of the marketing mix, with a focus on retail and consumer experience.
• Knowledge of Warsaw and Budapest consumers, with an understanding of local sport, culture and community.
• Strong brand understanding and ability to deliver premium retail experiences.
• Consumer-focused, creative and innovative mindset, with a proactive approach to new ideas and improvements.
• Strong organizational, project management and decision-making skills.
• Ability to build strong relationships and collaborate effectively across teams and partners.
• Solid business acumen, including strong understanding of Retail KPIs and budget management.
• Strong networking and negotiation skills; relevant contacts across influencers, brands, agencies and partners are an advantage.
• Passion for sport, adidas and creating impactful consumer activations.
• Advanced MS Office skills.
• Fluent business English.

Education & Experience

• University degree in Marketing, Sales, or equivalent professional experience
• 2–3 years of experience in retail, marketing or agency environment, ideally with a focus on retail or event marketing.
• Experience in brand, culture or sport-related projects, particularly consumer events and engagement, is an adventage.