PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION
Create, drive and execute the respective Zone East Europe brand communication and publishing strategy, campaigns and activations for all integrated marketing activities in alignment with the Europe brand strategy to build the brand, the categories and to increase sales.
Drive brand advocacy and momentum hyperlocally by connecting fans of the brand with the content and experiences they are passionate about.
KEY RESPONSIBILITIES
- Create communication plans for the brand across all communication channels based on European and global guidelines (Brand campaigns, PR, Digital, Events, Partner publishing, membership, Media)
- Adapt the strategy to the countries within the zone which includes Poland, Czech Republic, Hungary, Slovakia, and the Baltics.
- Own the Brand Communications budget for the region, from the spending plans to the forecasting accuracy, looking for cost maximization and high impact in the market
- Work closely with Omnichannel activation, Sports marketing, Go-to-Market, and Digital teams for a holistic and connected marketing approach
- Lead the relationship building with agencies to ensure one connected approach, strategy and execution
- Leverage the big local moments and content localization when relevant
- Drive innovation across media and activation and leverage hyperlocal specifics of consumer and the marketplace
- Ensure proper communication internally of upcoming plans to internal stakeholders and senior leadership teams, as well as after action reviews of our communication initiatives
- Responsible for ensuring that all tactical brand marketing activities meet brand standards, KPIs, budget targets and timelines
- Support the Global and European functions in coordinating and consolidating plans and executions
- Present inspiring brand updates in all employee meetings and zone updates
- Take part in leadership building journeys provided to the extended leadership teams and take down to the teams while leading by example
- Strong team leader for a team of ~15 people: Providing vision, strategic direction and development opportunities
- Build high performing teams and develop talents, ensuring the next generation of leaders while fostering company culture and values
- Drive out-of-the-box thinking, entrepreneurship mindset and new ideas for the overall brand team
KEY RELATIONSHIPS
- Senior Leadership Team
- European Business Units (Categories)
- Partners: Athletes, Federations, Clubs, Events
- Marketing functions: Sports Marketing, Omnichannel activation, Go-to-Market
- Sales channels: Wholesale, Retail, Ecom
- Partner functions: Legal, Finance, HR
- Media, Activation and PR agencies
KPIS
- Brand Health KPIs (Consumer journey, Share of search)
- Market Share
- Budget accuracy
- Employee listening surveys
KNOWLEDGE, SKILL SET AND COMPETENCIES
- Progressive experience in brand marketing
- Leading and managing diverse teams
- Strong interpersonal, influencing skills (e.g., relationship management, facilitation)
- Strong presentation and communication skills
- Strategic thinking and proven strategy building
- Agility and flexibility, being able to adapt to changing circumstances
- Creative, can-do positive mindset, solution oriented
REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS
- Long standing experience in the marketing field, ideally but not limited to the Polish Market
- Commercial experience a plus
- Proven team management success
- Fluent in English (writing and verbal)
- Fluent in Polish (writing and verbal)
- Ability to travel 25% of the time
AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE’S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE: THIS IS HOW WE WIN WHILE PLAYING FAIR.
COURAGE: Speak up when you see an opportunity; step up when you see a need..
OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
INTEGRITY: Play by the rules. Hold yourself and others accountable to our company’s standards.
RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.
