Purpose & Overall Relevance For The Organization
Be the best global brand, most locally relevant. Own and steer the execution of the Global Brand consistent icon strategy through the own retail channels with a consumer-first mindset. Ensure consistent and excellent deployment of own retail specific marketing plans (Brand & commercial and membership activation instore communication) for own retail doors.
Key Responsibilities
- Implement retail specific marketing activations, mainly commercial and membership, per the brand design and consumer experience standards, in alignment with the global strategy and the local Brand Activation team for own retail doors.
- Develop and implement store opening related activation work (Instore communication tools production, Sales promotion etc.).
- Develop window/launch zone plan and execute for Football and Running category in a close alignment with other related functions
- Share consumer and channel relevant input for country/cluster specific needs to the Global Brand Activation team.
- Partner with the membership team to plan and implement membership activities within the own retail landscape.
- Develop and execute seasonal implementation plan of the Global Brand Activation strategy into the seasonal own retail plan with creating and executing the initiatives in line with brand guidelines.
- Ensure to align with the marketing/retail calendar with the relatable local & global counterpart.
- Make sure positive ROI on both planning and execution phase for retail activation initiatives across all key retail stores and be accountable for it
- Manage the marketing budget attentively for both the forecast and monitoring actuals
- Establish a high-performance culture and drive employee engagement, leading by example.
Activation
- Implement activation plan in alignment with Global retail activation team and global guidelines.
- Deliver comprehensive activation plans for own retail doors in close collaboration with the Retail team and Brand/Category Communication team.
- Consult each category team around all category activations and tools to make sure the best of retail execution.
- Drive, measure and report on activation and take learnings to future activations to improve.
- Share proactively the best practices within/to the wider team and put an influence among organizations
- Plan and execute the store opening activation for new and renovated store.
Reporting
- Keep up-to-date on competitor analysis as well as current and upcoming activation trends across the store location area.
- Identify and communicate store needs and best practices to the team in a timely manner
- Be reactive to other ad-hoc reporting as per requested by line manager / upper management
KPI's
- Retail net sales
- Return on marketing investment
- Retail specific KPI such as traffic, conversion, average selling price based on initiatives
- Activation KPIs such as reach, engagement etc based on initiatives that come along with the media/CRMs etc
- Membership acquisition and engagement based on initiatives
Knowledge, Skills, And Abilities
- Advanced experience / knowledge in marketing especially sales promotion at retail.
- Proven project management experience
- Good IT skills (Word, Outlook, Excel, PowerPoint).
- Expertise In-store activation, communication materials
- Understanding of Consumer Experience practices and retail digitalization
Requisite Education And Experience / Minimum Qualifications
- University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
- At least 3-4 years' experience in marketing and sales promotion fields
- Fluent in Japanese, business level English
- Passion for sports and fashion
Key Relationships
- Japan Brand Activation team
- Category Business Unit
- Own Retail team (Retail Sales / Merchandising / Consumer Experience)
- External partners including agencies
- Global Brand Activation
- Country Membership Team
- Finance and Legal
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.
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