Manager Brand Communication Football (m/f/d) - Europe Central

Manager Brand Communication Football (m/f/d) – Europe Central

Purpose and relevance to the organization:

We are looking for an exceptional team player with a creative and forward-thinking mindset to support our Brand Comms football team. As a key member of our team, you will be responsible for driving 360 degree football campaigns and projects in close alignment with the key stakeholders in order to land our consumer messages with impact and efficiency and grow Brand Market Share in Germany.

Key Responsibilities:

• Manage and execute adidas Football activation plan for holistic campaigns in Germany across all communication channels (Comms, PR, Social/Digital, WHS, Retail, event etc.) in collaboration with Central, Europe and Global stakeholders.
• Develop and execute activation plans for relevant football topics in Germany, such as Footwear or Jersey launches, event/federation/club partnerships (e.g. DFB, Eintracht Frankfurt, new football formats like Icon League and Kings League) or player/creator partnerships
• Ensure all consumer touchpoints (comms, publishing, sports marketing, Key City activation, Membership, WHS, Retail, Social/Online) are aligned with cluster-specific circumstances according to net sales
• Work towards overall Central football objectives, driving an increase in Brand Market Share among Gen Z, and driving up Top Box consideration.
• Manage executional excellence in the Football Category and overall Brand Plan.
• Work closely with agencies to brief, feedback and create activation plans, in line with the strategic plan and delivered on time, on budget.
• Analyse the performance of key campaigns and provide feedback to the Cluster Brand Activation Head.
• Provide input to the creation of seasonal, cross-category brand communication plans in the respective area of responsibility
• Manage the cluster-specific digital/comms marketing annual calendar for the respective area of responsibility in collaboration with the BU and publishing and ensure activities are integrated with the Brand Communications marketing calendar
• Manage elements of the local Media Plans and Media investments in alignment with local Media Agency and EU Media Activation Team to come up with bold, impactful media plans to surprise and Delight Gen Z audiences.

KPIs:

• Brand image related KPIs
• Top Box consideration
• Category Market Share
• Gen Z market share (Brand adidas, not just Football category)
• Newsroom insights and analytics

Key Relationships:

• Central Brand Communication and Publishing Team across all categories
• Brand Communication Football Europe (incl. individual markets) and Global
• Brand Activation Teams (Sports Marketing, PR, WHS and Retail Activation, Key City, DAT)
• GTM, Sales and Consumer insights teams
• Media Activation team + media agency
• External partners like Clubs, Federations, Event hosts/marketers

Knowledge, Skills, and Abilities:

• Strong team player
• Very good communication and presentation skills
• Strong organisation, planning and project management skills and ability to own and drive projects autonomously.
• Experience with the planning and execution of 360° marketing campaigns
• Experience in managing & briefing agencies
• High football affinity and knowledge about the football market
• Fluent in written and spoken German and English
• Proactive, hands-on and solutions orientated mindset
• Advanced user skills in MS Office

Requisite Education and Experience / Minimum Qualifications:

• University Degree in (Sports) Marketing, Business administration, Communications or a related field
• 5+ years’ industry and / or relevant work experience ideally in the sporting goods industry or in the sports marketing business

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.

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

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