Manager Brand Communication, ORI

Purpose & Overall Relevance for the Organization:

The mission of the role is to build the adidas brand as the best sports style brand (adidas Originals) in China in communicating adidas Originals' commitment to creativity, self-expression, and street culture, reinforcing our position as a leading lifestyle brand. He/she will achieve this mission by:

• Shaping brand image and enhancing brand reputation through strategic Comms initiatives that resonate with our target audience, particularly the younger generation.
• Drive key franchise and commercial success by creating meaningful connections through consumer insights, creativity, assets creation and community building, while maximizing integration with other elements of the marketing mix.
• Being a key Brand Guardian

Key Responsibilities:

Campaign Planning and Execution

• Plan and drive campaigns that effectively promote key brand messages, aligning with adidas Originals' innovative and inspirational vision.
• Create comprehensive action plans for brand communications projects, ensuring timely execution and maximizing product exposure.

• Work closely with local agency and internal cross-functional partners for campaign deliverables, including responding to campaign-related inquiries and providing direction on the overall plans.

Build Brand Health, Presence & Impact

• Driving brand healthy and sustainable success by balancing short-term success with long term vision and strategies.

• Facilitate effective communication between global teams and local markets to tailor strategies that resonate with regional audiences.
• Coordinate with all cross function team to ensure all initiatives are aligned with broader marketing objectives and brand guidelines.

Performance Tracking

• Establish, communicate, and track key performance indicators (KPIs) for campaigns to assess effectiveness and impact.
• Conduct regular evaluations of campaign performance, utilizing insights to refine strategies and improve future initiatives.
• Prepare detailed reports summarizing results and providing actionable recommendations to stakeholders.

KPIS

• On time launch of campaigns
• Quality of recommended and executed initiatives to maximize brand and product exposure and are implemented at industry leading standards
• Improvement in our Brand Health KPIS
• Integration of ideas with other disciplines
• Delivery on Initiatives identified by the Senior Management team
• Sell through target for related category

Key Relationships:

• Category Management team
• Brand Communication team
• Retail Marketing team
• Regional /HK, Taiwan team
• Sports Marketing team
• EIM Manager
• Global Brand Communication Team

Knowledge, Skills and Abilities:

• Ability to exert influence and have a real impact on multiple countries in a matrix reporting structure
• Superior communicator with very strong writing skills
• Excellent interpersonal and partnering abilities
• Positive, “can do” attitude, energy and high levels of stamina.
• Interested in sports.
• Able to balance multiple priorities simultaneously across different countries
• Fluency in English and Chinese

Requisite Education and Experience / Minimum Qualifications:

• University Degree with Marketing and communication related subjects.

• Minimum 5 years of experience including media relations, event organization, and brand communications
• Well-experienced in both the strategic and tactical elements of communications
• Excellent regional experience with different cultures; international experience preferred (worked or lived abroad)
• Strong media & community network
• Experience gained with teen brand / consumer products industry is desired