Sr. Manager Brand Communications

hace 2 semanas

Panamá, Panamá, Panamá adidas A tiempo completo

Senior Manager Brand Communications – Originals, Basketball, Skateboarding & Statement

Purpose & Overall Relevance for the Organization:

Responsible for planning, organizing, and driving the effective implementation of the communication strategy and key campaigns of the Business Unit, with a consumer-driven mindset and local relevance across LAM Market sub-units, with focus on building credibility and to drive sales.

Ensure the seasonal activation execution across all Marketing channels is consistent with pre-season and in season organization and direction.

Key Responsibilities:


• Drive the annual and seasonal BU activation plan, including key campaigns and moments across channels and Market sub-units (integrating artists, influencers, events, and communities), based on BU go-to-market plan and Global and Market aligned priorities to drive brand and Business KPIs.

• Responsible for ensuring the best possible campaign tools and content to cover all relevant consumer touchpoints (media, digital activation, adidas apps, publishing, social, public relations, Own Retail and trade marketing, consumer-facing events) are delivered for the category OTIF to ensure effective implementation.

• Create or adapt any additional category brand communication content to maximize consumer impact for relevant channels (where required and approved by Global), to be executed by the Market's sub-units.

• Responsible for the creation and embedding a process with Regional Activation team and Local Communications leaders to gather input from, deliver tools to and approve executional plans from the Market's sub-units.

• Provide input to the Global BU and Brand team to ensure Brand Marketing tools are optimized to best meet Market needs to build consistent, efficient, and standardized marketing plans.

• Input into the creation of a seasonal and annual Brand Calendar which includes Omni Channel activation.

• Brief and manage internal and/or external resources for creating and adapting locally needed category specific marketing tools/content.

• Coordinate alignment with internal departments (brand team functions and commercial channel teams) and facilitate execution of global marketing initiatives, overseeing all creative output across the brand marketing disciplines to build consistent marketing plans, ensure that all projects are on time and within budget towards a common understanding of creative and media strategic needs.

• Ensure Category and Brand Plan executional excellence in the Market's sub-units (i.e Brand activation process ownership) to monitor and report on performance against the Brand and Business KPIs.

• Manage executional excellence in the Market' sub-units of the BU activation plan and Develop post-campaign analysis and timely reviews of campaign performance fostering continues improvement.

• Allocate Category flex MWB across Market sub-units and the marketing mix to best improve Brand and Business KPI's to ensure a standard execution across the Market.

• Manage and track the MWB according to brand priorities, and campaign executions; to monitor marketing spending and ensure effective and efficient investments to ensure the key brand stories MWB is being implemented at BU level, and to measure results and ROI of marketing campaigns/initiatives. .

• Ensure brand presence (global footprint) and sell-through at POS by connecting strategic account/channel plans with adidas Brand Marketing objectives.

• Balance brand and category message against channel specific requirements.

• Develop category specific Key City Attack Plans maximizing all Brand and Category tools, artists, influencers, communities to win the consumer and drive sales in with a hyper local focus.

• Support the Sr. Director of the Business Unit in the development of the Category strategic development and execution in line with the Global and Market strategic cycle.

• Be the go-to person for consumer insights providing BU and Brand Communications team members with tangible ideas and opportunities to maximize our business and brand impact with our local consumers.

• Deploy key campaign content to other functions for internal communications.

Key Relationships:


• LAM BU teams

• Global BU of Originals team

• Global Originals Communication team

• Global Communities team

• Brand Activation LAM Team

• Newsroom LAM

• Communications teams in each of the LAM countries

• External Agencies (marketing, media PR, events, content production)

Knowledge Skills and Abilities:

• Broad & deep knowledge in own marketing and brand area, combining theoretical and practical knowledge

• MWB management experience

• Knowledge and passion for lifestyle categories, products, pop culture, artists, and influencers

• Hand on experience leading a digital, membership and communities' strategy

• Strong understanding of how all elements in the marketing mix affect the consumer motivation

• Experience developing innovative strategies and strong creative instincts

• Strong agency-facing abilities, ability to partner and influence

• Ability to lead and mobilize a cross-functional team without direct management responsibilities

• Strong project management and planning skills

• Strong presentation skills and extensive experience in building PowerPoint presentations and campaign plans

• Understanding of LAM sporting goods industry and related retail channels

• Be comfortable working in ambiguity and be self-starter

• Ability to manage different projects at the same time and attention to detail

Requisite Education and Experience / Minimum Qualifications:


• Minimun 8 years of experience

• BA in marketing, advertising or related field required, MBA is a plus

• Minimum of five years of marketing experience in the related field of brand communications

• Fluent in Spanish & English. Portuguese is a plus

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