Manager Brand Communications - Outdoor

Purpose:

To develop and manage the Outdoor brand marketing plans and strategy in the North American Market (US & CA) based on the Global and US brand direction set by Sr. Communications Manager. This role is responsible for owning and executing on the Outdoor Brand Marketing Plans across the DTC, Digital, and Consumer Activation spaces.

Key Responsibilities (Functional):

• Support in strategic communications planning phase for the Outdoor category in close collaboration with the Sr. Manager Brand Communications and the BU Merchandising lead(s).
• Point person for the Outdoor category, maintaining an in-depth knowledge of and contributing to horizontal business goals and positioning strategy

• Partner with Global to understand the global strategy, positioning and support plan for key concepts and influence the development of Global creative to ensure campaigns and tools are relevant within the US market

• Maintain a deep operational relationship with Merchandising leads/teams to ensure full coordination of brand activities and compliance with brand activation calendar
• Responsible to brief/drive coordination with key commercial stakeholders in DTC and eCom
• Responsible to brief media & digital activation on the creation of performance media creative (assets for paid search, paid social, CRM, .com and adidas app)
• Responsible for the daily management of internal and external resources (agencies/ vendors) in campaign briefing and execution that extend or adapt the Global creative toolkits as needed
• Work with DTC and Digital teams to adapt and align on localized tools. Provide all final tools for execution across all channels. Where necessary, lead in creation of tool kits to support local BU priorities in close partnership with US/Global colleagues.
• Drive the media and digital activation strategies and execution including digital analytics, media creative development and trafficking deliverables
• Partner with adidas Retail, and adidas eComm to understand and leverage retail opportunities and ensure Brand Marketing toolkits are relevant, actionable, impactful and leading
• Create and manage strategy for integrated Outdoor events delivering on clear product integration for key calendar moments and meeting defined KPI's for brand and sales ROI
• Partner with SpoMa and Culture marketing on key partner integration into Outdoor initiatives, campaigns, and events
• Participate in brand/ category presentations (SMM, prelines, etc) as required, assisting in presentation development

• Create and deliver holistic and inspiring presentations around the key concept or category marketing plans to support seasonal sell-in of product and marketing elements

• Manage and influence the direction of category budget priorities behind related initiatives with both internal and external partners

Key Relationships:

• Direct Line Manager: Sr Outdoor Comms Mgr
• BU Lead: Sr. Director Outdoor
• BU & Commercial Leads: Merch, Wholesale, Retail/DTC, Ecom
• SPSP & Trail Running Global Comms
• US Brand Communications Horizontal team
• Finance
• NAM Newsroom
• Spoma/Culture Marketing

Knowledge Skills and Abilities:

• Passion for Outdoor sports
• Manager with significant marketing knowledge and experience in sport and/or fashion/lifestyle categories
• Experience in developing integrated marketing communications programs; hands on experience leading a digital strategy a plus
• Ability to lead and mobilize a cross-functional team without direct management responsibilities
• Strong project management and planning skills
• High level of organization with a structured, methodical way of working
• Advanced skills across all Microsoft office software
• Good at building relationships across a variety of levels
• Strong customer-facing abilities; ability to partner and influence

Requisite Education and Experience / Minimum Qualifications:

• University or College Graduate. Major in marketing preferred.
• 3- 5 years of marketing experience.
• 2 years+ experience managing communications in a leading sports/and or fashion brand environment