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Manager Brand Activation - Training (Dubai, DU, AE)

Adidas Group - Dubai - United Arab Emirates
Full-Time Job Apply Method - External site
Posted Date - December 25, 2016 Expiry Date - N/A
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Job Description

Purpose & Overall Relevance for the Organization:

Ensure positive development of adidas brand image and sustainable and profitable business through Brand marketing activities (incl. Communications and PR) and an adequate Sports Marketing portfolio of individual athletes, clubs and associations supporting brand and category objectives. With primary focus and responsibility for the marketing activation and sports marketing execution for category Training within EM Central, this role will be required to work closely with the Director Brand Activation - EM Central for the coordination and execution of global marketing activation calendar across all channels.


Key Responsibilities:

Sports Marketing

  • Develop a plan to locally implement the Global Sports Marketing Strategy for Training BU.

  • Secure a Brand-relevant local asset portfolio and maximise ROI by strongly activating assets.

  • Lead all asset-related day-to-day business (including gyms).

  • Manage local asset budget.

  • Supervise all local sport event related topics in close collaboration with the Brand Communications team.

  • Support global relevant events in case of being host market (e.g. Marathons).

  • Monitor and report on local opportunities and trends.

  • Other ad-hoc projects, support and management.


Brand Activations

  • Provide input into the overall seasonal, annual and Strategic Business Plan for the category.

  • Provide input into the creation of the Market Brand Calendar, including Omni-channel activation.

  • Create the seasonal and annual brand marketing strategy and activation plan (including Key City Attack Plans and integration of lead Sports Marketing assets), landing the Global priorities, and significantly improving Brand KPIs.

  • Allocate and manage Category flexi Marketing Working Budget across the marketing mix to best improve Brand and Business KPI’s, looking for efficiencies whether internally or externally.

  • Ensure Category and Brand Plan executional excellence, monitor, and report on performance against the Brand and Business KPIs.

  • Deliver the best possible sell-in tools (advertising, media, trade marketing, own retail marketing, eCom, consumer-facing events, PR and social tools) for the Category and augment where needed with EM BU approval.

  • Other ad-hoc projects, support and management.



  • Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)

  • Market Share

  • Market Sales vs Plan

  • Efficient Brand Marketing spending and ROI

  • Efficient Sports Marketing spending and ROI

  • Secure relevant and in-time asset portfolio

  • Input on local opportunities (e.g. next generation of players)

  • Attract and activate Global Sports Marketing Assets


Key Relationships:

  • Director EM Central Training BU

  • Sr. Director Marketing EM Central

  • EM Central Training BU team

  • EM Central Brand Activation team

  • Manager CRM EM Central CRM

  • Athletes, Instructors, Gyms, local sport councils / Sport government departments

  • Advertising and Events agencies

  • EM Central Wholesale, Retail and eCom Marketing teams

  • Counterparts in EM Training BU and/or Global Training BU


Knowledge, Skills and Abilities:

  • Strong interpersonal skills (e.g. relationship management, facilitation, etc.)

  • Working cross-functionally in a diverse team

  • Deep sports marketing knowledge

  • Strong influencing skills

  • Experience in both market and above market organization preferred

  • Significant knowledge of the full marketing mix (advertising, events, sponsorship, retail) with a major brand or retailer (sporting goods industry preferred)

  • Proven media planning/buying experience

  • Good understanding of the Consumer Campaign Process from brief through to execution

  • Proven communicator – both written and verbal

  • Ability to build strong relationships (agency management)

  • Marketing budget management

  • Advanced user of MS Office suite of products


Requisite Education and Experience / Minimum Qualifications:

  • University degree in business with marketing focus and ideally some exposure to sports or a university degree in sports with marketing focus or other exposure to marketing

  • Sporting goods industry experience required

  • Communications qualification or equivalent industry experience

  • Fluent in English. language skills in Arabic, French and Farsi preferred.



About Adidas Group

For over 80 years the adidas Group has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, the adidas Group is a global leader in the sporting goods industry and offers a broad portfolio of products. Products from the adidas Group are available in virtually every country of the world. Our strategy is simple: continuously strengthen our brands and products to improve our competitive position and financial performance.


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