Director Retail Marketing Activation

PURPOSE & OVERALL RELEVANCE TO THE ORGANIZATION:

- Build the adidas brand desire and help deliver the Channel’s commercial targets within Own Retail Concept Stores (CS) and Factory Outlet (FO) and Franchise in the context of the EU Game Plan and Global Marketing strategy framework by
- ESTABLISHING

the season by taking leadership on calendars and securing MaEx etc.
- ENABLING

the season through the effective and efficient delivery of toolkit materials to enable local teams to implement and build impactful local activation plans
- FACILITATING ACTION

by acting as a key partner (point of contact) to the Channel VP (and HO) to drive marketing topics either within own EU HQ Retail Marketing team or guide action with local teams as necessary (via Retail Marketing Activation lead).

KEY AREAS OF RESPONSIBILITY:

- SEASONAL RETAIL CALENDAR PLANNING
- Pre-season
- Accountable for driving the retail calendars for CS and FO’s and Franchise by consulting channel and zone stakeholders.
- Agree any local variations to the EU framework in the context of overall calendar principles and consolidate these calendars for visibility/ aligned planning
- Support/facilitate the calendar alignment between the DTC channels
- Contribute to the sell-in readiness for Franchise from calendar perspective etc
- In-season
- Be the key point of contact to agree country or any ‘other’ variations and communicate changes as necessary.
- MARKETING INVESTMENT (MAEX)
- Lead the process to secure and allocate total MaEx for the channel as part of the annual planning cycle.(est. c.€20m). Work closely with Retail Marketing and Omni leads plus the Channel to ensure that the needs e.g store budgets are efficiently built and realistic and provide guidance to the Clusters on allocation approach

In year
- Accountable for managing the overall Retail MaEx ensuring that Marketing HQ projects come in within budget and that the Zone’s spend according to assigned budgets
- Lead reviews as required of the central suppliers to ensure the channel is obtaining ‘best value’ and encourage (with Procurement) similar action in the Zones for relevant agencies.
- E2E TOOLKIT CREATION, PRODUCTION AND SUPPLY
- Accountable for the transcreation and supply (allowing for OTIF) from global toolkits (mostly for CS). Create ‘safety net’ solution with help from Clusters if OTIF is not met
- Via the HQ Team, identify any gaps and brief/develop additional toolkits (incl digital) required for any store types to ensure to enable the fulfillment of seasonal calendar onto which local teams will build their activations
- (Note: Local calendar variations will require local countries to produce relevant materials)_
- In close collaboration with the central FO team align on calendar promotions and provide relevant marketing materials for X-border Landlords
- (Note: for smaller landlords or specific activations these are owned by local teams)_
- STORE OPENINGS AND MODIFICATIONS
- Manage via team resources full partnership with the Channel team to support the Store Opening / Modifications plan for BFS, CS and FO’s
- Ensure this is factored appropriately into MaEx needs
- Note: Currently Franchise openings /modifications are out of scope until additional resource can be secured)_
- DELIVER CRM / MEMBERSHIP AND OTHER CENTRAL DIGITAL TOOLS
- Accountable for working in close partnership with DAT to ensure that Retail marketing HQ category marketing leads integrate CRM and membership plans consistent with the seasonal category plan
- Additionally via the HQ Retail Marketing team work in tandem with the CRM team to create a clear, simple and agile process to support reactive commercial needs of the channel whilst respecting a reasonable SLA.
- Via team work closely with DAT to extract data lead insight to enhance traffic and conversion plans and explore opportunities to develop digital capabilities
- Ensure digital content arrives at right screen / right store via the central content management system
- POINT OF CONTACT / MARKETING PARTNER
- Be the point of contact for the Commercial Retail VP to acting as a marketing partner which means
- Be an integral part within the Retail SLT to provide updates on the HQ marketing inputs and direction pre-season and in-season as needed
- Facilitate a simple and coherent reporting framework that provides Retail HQ with an agreed set of marketing data points in season. _(Note: Accountability to deliver the details and respond to actions are with the local retail marketing lead)_
- Be the key connection to the EU HQ VM team for any relevant actions and update status as necessary.
- Pick up agreed actions within the Retail SLT and drive through a timely response from the relevant team eg HQ (Marketing/ VM / BPL) or local marketing team (key contact Retail Marketing lead)
- Note: for the above pull in the Omni head or other lead within HQ team as needed_
- REPORTING / INPUT AND BEST PRACTICE
- Accountable via the team to provide inputs and learnings for any