Manager Omnichannel Retail Activations

2 weeks ago

Singapore Adidas Full time

Purpose & Overall Relevance for the Organisation:

  • Directly contribute to the growth, elevation and activation of all retail channels, by planning,
nabling exceptional campaign activations and consumer experiences across Emerging Markets

  • Key Responsibilities:
Pre-season and in-season retail calendar planning support and management

  • Gather and coordinate BU input on seasonal calendars and provide consolidated feedback to Marketing senior leadership.
Deliver thorough, fact-based analysis of marketplace intelligence to Omnichannel Planning team to ensure the Omnichannel Brand Calendar Framework and resulting seasonal Calendars meet market and commercial needs

  • Work with media team or agency and use key (post campaign) learnings to feedback to Global Omnichannel Planning teams, Brand Management/BU CtC for the next seasonal process.
Collaborate x-functionally to include ROI results.

  • Monitor, update and improve the overall transparency and communication of current calendar status to Omnichannel activation team reflecting final seasonal calendars post GTM summit.
  • Global Campaign ImplementationProvide retail marketing toolkits to enable flawless execution of all Campaigns/Activations.
  • Critically and thoroughly work through EM adaptation of Global toolkits to meet market needs.
  • Ensure campaign targets are properly set, evaluated and met and that Marketing Working Budget (MWB) is optimized.
  • Feedback learnings and concerns on the performance of global campaigns to EM Brand team and Global horizontal BU.
  • Drive omni channel reporting in line with up to date requirements, provide consolidated viewpoint for the EM stakeholders
  • EM Driven Campaign Development and ImplementationDrive the communication, for the necessity and results of local campaigns and promotions and ensure all necessary approvals are obtained.
  • Ensure campaign targets are properly set, evaluated and met and that MWB is optimized
  • Trading the BusinessBe knowledgeable about the targets and performance of EM stores, understand which Retail Marketing levels need to be activated to impact which KPIs and propose how to activate them as needed.
  • Work closely and cross functionally with the cluster Retail teams to pro actively assess any performance issues (such as persistently declining traffic or a particularly slow month) and develop the tactical Retail Marketing solutions that might be needed to address these.
  • Co own Retail KPIs, in particular Traffic, Conversion, ATV, UPT, NPS, Net Sales and Profit Margin with the cluster Retail team.
  • Own the Marketing and Brand relationship with all strategic Europe Landlords, ensuring both strong communication and leverage of all communication paths to influence both Brand and store sell out
  • Drive the Member and CRM activation plan, linked to both calendar, local and business requirements
  • Team ManagementManage, lead and take ownership for the team ensuring that all subordinates have the knowledge and practical skills required and promotes a highperformance culture by setting clear expectations and individual goals to focus the team/organization on key drivers that impact success.
  • Promote the Leadership Framework and role model the ways of working along this model.
  • Define training and development requirements\methods for the Marketing Back Office team within the framework of MYBEST, to ensure Marketing Activations excellence is implemented and maintained continuously.
  • Leads and promotes a professional, high performance culture, leading by example and setting clear professional standards of operation and works effectively to drive store results in partnership with all Key business partners across the Retail and Franchise business.
(i.e. Direct to Consumer, Senior Managers, District Managers, Store Teams)

  • Evaluate the competencies of his/her subordinates on a regular basis and provide prompt and constructive feedback and assumes a coaching role in order to support and inspire his/her subordinates
  • Ensure consistent implementation of strategies and business plans through on going controlling and monitors of team and own performance and results.
  • OtherIdentify optimal retail marketing agencies and/or vendors both in terms of output and cost.
  • Co create and drive transparent, up to date MWB management processes and tools.
This includes input into MWB planning process

  • Ensure that all retail marketing activities contribute in driving the Brand NPS
  • Key Relationships:DTC Excellence
  • Brand Activation
  • Market Omni channel teams
  • Market Store Development
  • Market VM Planning & Execution teams
  • Key Partners & Accounts
  • Knowledge, Skills and Abilities:Good knowledge of industry, market trends, and marketing strategies
Ability to speak, read and write English fluently; additional language skills beneficial

  • Solid business acumen and in depth knowledge of Retail KPIs
  • Highly numerate with the ability to understand and analyze data and produce actionable insights
  • Solid interpe

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