Assistant Manager Marketing Activation Retail Europe

Gefunden in: beBee S DE - vor 4 Wochen

Herzogenaurach, Deutschland adidas Vollzeit

Purpose & Overall Relevance for the Organization:

 

Reporting to the (Sr.) Manager Retail Activation, the role is responsible for maximizing brand impact and profitability of the Retail & Franchise channels by positively impacting NPS, Traffic, Conversion, ATV, UPT and Profit Margin in concept stores for adidas brands. Focus on flawlessly executed consumer relevant campaigns, promotions and in-store communications must ensure visibility of the company's key concept in the Retail & Franchise channel to drive sell-out and contribute to building a store level experience in line with the brand positioning.

 

Key Responsibilities:

 

STRATEGY AND PRIORITIES

 

  • Follow and ensure Marketing Activation Team priorities and strategies based on European market objectives and current market performance.

 

GENERAL

 

  • Steer the implementation of key strategic priorities in line with the business and the Market Europe Framework based on the direction set by the line manager.
  • Serve as information and knowledge hub, point of contact for calendar and campaign matters, act as support to all markets in the region in line with the predefined strategy.
  • Represent Europe and market needs in relation to global functions.
  • Work efficiently and meet the set budget and timelines at all times for each project.
  • Other duties as requested by your line manager

 

 

SEASONAL MARKETING- CALENDER PLANNING FOR RETAIL

 

  • Assist in the implementation of marketing calendars, including coordination with respective functions and cluster teams for smooth implementation and best presentation of brands utilizing seasonality, commercial opportunities (such as national holiday weekends or back-to-school) and local events.

 

IMPLEMENTATION OF A GLOBAL CAMPAIGN

 

  • Ensure retail marketing tools are ready to enable flawless execution of retail marketing campaigns, promotions/activities. 
  • Critical and thorough work in Europe in aligning global toolkits with market needs, product allocation, MET, sourcing, security and space.
  • Raise awareness of campaign objectives, assist in their evaluation and fulfillment, and optimize Marketing Working Budget (MWB) / Sales Working Budget (SWB).
  • Feedback experiences and concerns on global campaign performance to line manager/ Europe Marketing Director.
  • Support omni-channel reporting according to current requirements, providing a consolidated view for the Europe of the respective BUs. 

 

 

EUROPE-WIDE CAMPAIGN DEVELOPMENT AND IMPLEMENTATION

 

  • Provide details to communicate the need and results of local campaigns and promotions and manage all necessary approvals. 
  • Awareness of campaign goals, work to evaluate and achieve them, and optimize MWB/SWB

 

TRADE WITH THE BUSINESS

 

  • Knowledge of European store goals and performance, understanding which Retail Marketing levels need to be activated to impact KPIs, and suggesting how to activate them as needed.
  • Work closely and cross-functionally with the cluster's Retail teams to understand performance issues (e.g., persistent declining traffic or a particularly slow month) and assist with tactical Retail Marketing solutions that may be required to address them.
  • The goal is to improve Retail KPIs, specifically Traffic, Conversion, ATV, UPT, NPS, Net Sales and Profit Margin with the Cluster Retail team.

 

OTHER

 

  • Strive for optimal operation of Reatil Marketing ag agencies and/or vendors in Europe, both in terms of performance and cost. Manage agency and supplier relationship at project level.
  • Contribute to driving transparent and timely management processes of MWB.
  • Act as an information source for the respective European project management and global function to improve system support and process harmonization in line with Europe Retail preferences and efficiency. 
  • Maintain oversight that all retail marketing activities contribute to driving brand NPS.
  • Support Europe Retail consistency between owned retail and franchised stores in terms of marketing calendars, activations and product launches.
  • Support the franchise team during the sales period by presenting brand priorities, concepts and products. Work towards providing all necessary tools for a successful sale.     

 

REPORTING

 

  • Provide input to the European marketing brand planning process and follow guidance and input to the omnichannel planning and reporting tool, with support from the visual merchandising team and cluster teams.
  • Improve operations by collecting best practices and sharing them across markets, as well as checking if the best ideas are integrated in the upcoming projects.

 

BUDGET

  • Be responsible for ensuring that MET follows DTC controlling and cluster retail marketing guidance, keeping them informed of costs, ensuring best value for money and achieving budget at the end of each project.  
  • Work toward optimization of MET expenditures and management, strive to meet standard defined timelines for financial efficiency.
  •  Input future project MET requirements for campaigns and seasons.

 

Key Relationships:

 

Cluster Retail Marketing, Europe Omni-Channel VM, Europe DTC Merchandising, Field Teams (Retail Director, DMs, VM, Operations, etc.), Europe Business Unit Comms Teams, Europe Omni-Channel Team,

Global Omni-Channel-market activation, agencies and provider, global VM&ISC, global BU Retail Marketing Teams

 

 

Knowledge, Skills and Abilities:

 

  • Intermediate to advanced knowledge of MS Office
  • Fluency in English
  • Additional languages an advantage (German, Spanish, French or other European languages)
  • Strong communication and negotiation skills,
  • strong analytical skills, service oriented

 

Requisite Education and Experience / Minimum Qualifications:

 

  • Marketing degree and 1 year of industry related work experience OR at least 3 years of industry related experience.
  • Initial work experience in a retail or marketing role.
  • Visual merchandising experience and/or knowledge would be a strong plus.
  • Proven experience with retail requirements and understanding of window communications.

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