Brand Activation Director

4 weeks ago

Singapur, Singapore adidas Full time

About the Role

The Southeast Asia Brand Activation Director will lead the brand communications and omnichannel strategy across the region, driving growth ambitions and building a strong brand. This role reports into the Senior Brand Director for Southeast Asia.

Key Responsibilities:

  • Lead the SEA HUB Brand Activation team, ensuring accurate planning and executional excellence across all communication channels.
  • Collaborate with country teams in Singapore, Thailand, Vietnam, Indonesia, Malaysia, and the Philippines to align with the Emerging Markets teams.
  • Develop a brand strategy adapted to the local SEA market, feeding into the wider Emerging Markets brand strategy and Global brand identity.
  • Responsible for creating a seasonal and annual brand marketing calendar and planning for the brand and across categories and channels.
  • Drive and lead the budget allocation process across BUs and Cluster/Countries, coordinating with peers and monitoring execution.
  • Collaborate with brand, channel, finance, sales, and legal peers to maximize brand budgets and positively influence brand health and commercial KPIs.
  • Support country local trade meetings with sell-in tools.
  • Support local country teams in their activation needs and opportunities, elevating key moments and global partnerships.
  • Drive specific consumer research to inform data-driven decision making.
  • Identify opportunities for the brand and guide investment decisions.
  • Lead high-quality team leadership, driving a high-performance culture and fostering adidas values while building the next generation of talents.

Key Relationships:

  • EM BUs
  • EM Brand Activation
  • SEA brand team
  • SEA Membership
  • Country brand teams
  • Finance
  • Legal
  • Channel teams
  • External partners (Agencies, Brand Ambassadors, Brand Partners)
  • Senior leadership team

Requirements:

  • Ability to develop and implement strategy
  • Proven leadership and management abilities, especially in managing a diverse team
  • Strong presentation, communication, negotiation, and influencing skills, especially with senior stakeholders and external partners
  • Broad marketing experience with a distinct track record of success and high-level brand communication and/or omnichannel activation knowledge
  • Experience working with commercial functions (e.g., marketing, sales) and support functions (finance preferred)
  • Strong industry knowledge across divisions (footwear, apparel, and accessories) and across all BUs
  • Expert understanding of markets' consumers, accounts, economic environment, and commercial needs
  • Strong experience in managing budgets

Education and Experience:

  • 8-12+ years of experience in marketing required
  • University degree in Marketing or equivalent professional experience
  • Previous experience in managing a global matrix organization preferred
  • Sporting goods industry experience required
  • Fluent in English, local Southeast Asian language a plus
  • International work and cultural experience required
  • Proven track record in driving results and high-performing teams

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