Director, Brand Activation

Purpose & Overall Relevance for the Organization

The Southeast Asia Brand Activation Director will lead the Brand Communications and Omnichannel/trade activation Strategy across the SEA, with the goal of enabling the company’s growth ambitions in the region and continuing to build a strong and sustainable brand. The Brand Activation Director will ensure accurate planning and executional excellence across all communication channels as part of the HUB team, in collaboration with the Southeast Asian country teams in Singapore, Thailand, Vietnam, Indonesia, Malaysia and the Philippines. This position reports into the Senior Brand Director for Southeast Asia.

Key Responsibilities

• Lead the SEA HUB Brand Activation team (Communication, Media Activation, Public relations/Social Channels and Omnichannel activation for Retail, Franchise, Wholesale & Digital)
• Serve as the SEA contact point for the Emerging Markets teams and ensure ongoing alignment between the Emerging Markets teams and the SEA countries
• Lead a brand strategy adapted to the local SEA market that feeds into the wider Emerging Markets brand strategy & Global brand identity
• Responsible for the creation of a seasonal and annual brand marketing calendar and planning for the brand and across categories & channels
• Drive and lead the Budget allocation process across BUs and Cluster/Countries, in coordination with peer, coordinate input into global functions and monitor the execution
• Strong cross functional collaboration with brand, channel, finance, sales & legal peers to secure that the brand budgets are maximised and positively influencing brand health and commercial KPI’s
• Support country local trade meetings with sell-in tools
• Support local country teams in their activation needs and opportunities, while helping to elevate key moments & global partnerships
• Drive specific consumer research to help data driven decision making
• Responsible to help identify opportunities for the brand and guide investment decisions
• High quality team leadership to drive a high-performance culture and foster the adidas values, while building the next generation of talents
  
  

Key Relationships

• EM BUs
• EM Brand Activation
• SEA brand team
• SEA Membership
• Country brand teams
• Finance
• Legal
• Channel teams
• External partners (Agencies, Brand Ambassadors, Brand Partners)
• Senior leadership team
  
  

Knowledge, Skills And Abilities

• Ability to develop and implement strategy
• Proven leadership and management abilities especially in managing a diverse team (incl. remote management, cross functional stakeholders, dotted line reports)
• Strong presentation/communication, negotiation and influencing skills, especially with senior stakeholders and external partners within a global matrix organization
• Broad Marketing experience, with a distinct track record of success and high-level Brand Communication and/or Omnichannel activation knowledge
• Experience working with commercial functions (e.g. marketing, sales, etc.) and support functions (finance preferred)
• Strong industry knowledge, across divisions—footwear, apparel and accessories—and across all BUs.
• Expert understanding of markets’ consumers, accounts, economic environment and commercial needs
• Strong experience in managing budgets
  
  

Requisite Education And Experience / Minimum Qualifications

• 8-12+ years of experience in marketing required.
• University degree in Marketing or equivalent professional experience
• Previous experience in managing a global matrix organization preferred
• Sporting goods industry experience required
• Fluent in English, local Southeast Asian language a plus
• International work and cultural experience required
• Proven track record in driving results & high performing teams
  
  

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an equal opportunity employer.