Manager Retail Marketing & Activation

M anager* Retail Marketing & Activation* Area**: GCA

Department: Offline Channels

Direct Reporting Line: Director Retail Marketing

Indirect/Secondary Reporting Line:

Subsidiary/Country: GCA

Location: Shanghai

GSMS Grade: M4

Number of Personnel Managed:

Cost Center/Budget and/or Revenue Responsibility:

Purpose & Overall Relevance for the Organization:

• Drive innovative retail concepts and pilot new consumer engagement experiences to elevate brand impact and differentiate adidas within the marketplace.

• Lead and steer the execution of the GCA/Global Brand Strategy locally through consistent deployment and development of GCA sign-off set up and the retail marketing plan also toolkits throughout the GCA country clusters, delivering into all relevant Brand and Commercial KPIs.

• Drive business results thru in-store consumer engagement program and promotions with a brand-right approach. Elevate the consumer experiences to be more consistent across all channels.

Key Responsibilities:

• Collaborate with GCA CE team, BUs, Brand coms, MOPs and CTC team to ensure smooth and high-quality GCA sign-off set up twice a year.

• Develop retail marketing toolkits and guidelines based on GCA annual retail marketing plan and seasonal ISC calendar of GCA country clusters, supporting both the global brand priorities and category needs.

• Cooperate with GCA country clusters omni channel - retail marketing team to understand their market, retail and MWB plan to determine how marketing campaigns and ISC materials “come to life” at retail by creating executional campaign guidelines.

• Manage and review budget with supervisor for monthly campaigns guideline creations and GCA sign-off set up in accordance to MWB plan.

• Facilitate the internal and external communication of the developed retail marketing plans within the organization.

• Provides analysis of the results of the key retail marketing initiatives

• Manage and maximize with NTP team on all key vendors partners, including but not limited to: Creation, Props, POP, Retail Activation, etc. to ensure that the partnerships are maximized.

• Work with the GCA CE HUB and GCA CE team in resolving issues related to retail store development, in-store communication and visual merchandising activities

• Provides leadership for horizontal as well as vertical reports

• Well understand with brand theme, further use this knowledge to identify and leverage activation & community building opportunities for the adidas brand

• Support the development of the Retail activations programs in Key store format.

• Understand the target consumers profile, well briefing to agency to efficiently get qualified proposal

• Collaborate cross functionally to help steer stake holder alignment on own retail activations

• Calendar developed and x function resource leverage, good at time arrangement

• Analytical skills and tracking sales performance after execution

• Other job-related work assigned by supervising manager

KPIS

• On-time, high quality implementation GCA sign-off

• On-time, high quality and cost effective deployment of in-store communication program

• Meet GCA sales target.

• NPS

Key Relationships:

• GCA Brand Communications

• GCA BUs

• GCA Visual Excellence /VD

• GCA MOPs

• GCA Retail Design

• GCA Channel

• Region Retail Marketing

Knowledge, Skills and Abilities:

• Excellent verbal and written communication skills (both English and Mandarin)

• Strategic mindset with strong executional abilities

• Excellent presentation skills

• Excellent leadership and cross functional management skills

• Strong aesthetic and creative sense

• Ability to balance aesthetics with business acumen

• Excellent skills in motivating, coaching and engaging teams

• Ability to plan, prioritize and organize

• Works well under pressure

• Proactive with a positive attitude

• Advanced user of MS Office suite of products

Requisite Education and Experience / Minimum Qualifications:

• Minimum 5 years’ experience in Retail Marketing planning/management with leading consumer goods company.

• Experienced in executing large store activations & instore communication would be plus.

• Extensive understanding of GCA retail business, retail implementation and retail marketing

• Knowledgeable about GCA sports and international sports. An interest and desire to participate in and learn about sports i.e. a sports enthusiast

• University Degree or above. Preferably in a marketing or communications related discipline.

• Passion for street fashion & sports