Digital Brand Commerce (DBC) creates the digital future by delivering a premium digital experience centered around our consumers. The aspiration is to define and build the global ecosystem empowering BU’s and Markets by providing a consistent digital strategy, direction and capabilities, leading all one seamless experience across all digital touchpoints. The head of Creative Direction will manage a team of Designers and Copywriters, and a pool of Reebok free-lance designers and agencies. Next to the global team this role will steer and influence a regional community of cross-functional design resource to share templates, best practices and educate on responsive and effective direct marketing communication. Under the guidance of the global brand standards, style guides and tone of voice policies for Reebok and existing category/product assets this role will be responsible to deliver personal site, retail, online marketing and e-mail content/communication - telling the inspiring and engaging stories to our segmented consumer base to help them understand the benefits of our products with the intention to create quality traffic and increased conversion. With this you support the business teams to reach their goals.
Leads and drives the creation of creative for global and US digital Campaigns and toolkits with the BU’s, supporting brand design Lead and drive the creative concepts & ideation, production & localization, copywriting & coordination for the BU and markets digital seasonal execution plans are created to support global and local activations Leads and drives the optimization of the master creative for all of our digital channels Responsible for the creation of the templates and content for global CRM programs, triggers & toolkits as well as for the creation of Weekly newsletters & banners Drives and shapes the delivery of SEO copywriting & display banners in close cooperation with DBC Digital Analytics & SEO/ SEM team Leads and drives the delivery of Content optimization or contextualization of product and experiences through content. Defines, shapes and drives content production in close cooperation with the BU’s and markets Responsible to deliver Creative review in close cooperation with Brand design and DBC Experience Design & Delivery Responsible to ensure content delivers on objectives and meet all brand and BU standards Responsible to develop global exchangeable site content templates and direct marketing communication concepts for acquisition and retention in Direct to Consumer. Responsive, personalized E-mail marketing programs (triggered, lifecycle concepts, atomized and rendering dynamic content) are an important part of our activation, but also retargeting or affiliate banners and store materials. Responsible to manage a team of interactive Designers, Copywriters, and a pool of Reebok free-lance designers and agencies. Responsible to drive Translation Coordination with our global agency. Steer and influence a regional community of local designers to share templates, best practices and educate on responsive and effective direct marketing communication. Under the guidance of the global brand standards, style guides and tone of voice policies for adidas and Reebok and existing category/product assets you will be responsible to deliver personal site, retail, online marketing and e-mail content/communication Build and manage a team that will work directly as implementation source for the key markets. Other markets will receive global templates, style guides, creative direction or steering. Execution will happen by your team as well as in a local creative teams or agencies. Responsible to define the quality, brand consistency and the innovation path. Responsible, in close collaboration with the BU’s and markets to create commercial concepts (sale, holiday, consumer segment activation) that ensure high engagement and activation of our customer base throughout those events Disciplined traffic management, coordination and prioritization will ensure a smooth operation of your team across multiple countries, stakeholders, high quality creative output and in time delivery. Speed, sense of urgency and the application of the 80/20% rule in a fast developing digital world of content and communication are defining our deadline setting and delivery culture. Responsible to define and drive call to action copy writing with the tone of voice defined from the brands to ensure open, clicks and conversion. Responsible to define and implement a well-structured translation and local review process to ensures that global concepts get localized and hit the pulse of the market aligned with communication trends of our key target groups Work closely with the DBC Experience and business teams to define site style guides and user friendly conversion driving functionality presented in an intuitive design. Deliver site content that gets tested and iterate according to results Be connected and involved as key stakeholder with Brand developments - help defining creative assets and consumer segmented content that supports our personalized story telling Responsible to budget, organize and time manage a high quality free-lance and agency pool that can be scaled up and down based on seasonality, peak demand and new generated projects. Evaluates the competencies of subordinates on a regular basis and provides prompt and feedback and guidance to drive high performance. Promotes a high performance culture by setting clear expectations and individual goals. Takes ownership for Talent Management processes to grow, develop and retain talents. Translates the company goals into team specific actions and business plans as well to control and monitor performance and results.
Key Relationships:
BU’s Markets DBC Experience Design & CRM US eComm team Digital Analytics & SEO/ SEM External translation agencies and copywriters Brand marketing Retail team DBC Strategy & delivery team Legal team CRM Team Online marketing Brand design Horizontal Concepts GACT (Global Asset Creation Team)
Knowledge, Skills and Abilities:
Native English and a University degree 12 or more years of experience as a Digital, Interactive and/or Web Content Designer Proven track record of establishing credible strategies provoking innovation and entrepreneurial outputs Experience/exposure of start up organisation preferred Demonstrated ability in effectively building and leading diverse teams 5+ years management experience
Ability to provide a clear framework for performance to direct reports/project team Ability to coach, guide, retain and motivate a team Pro- active (engaging & impact-oriented) mindset, ability to think end-to-end with a global mindset Ability to think strategically, synthesize complex data and develop innovative solutions Ability to be self-directed while working under tight deadlines Ability to work in a fast paced environment with different international cultures Business Mindset: Strong numerical and analytical skills, experience in finance
In depth knowledge of technical and creative aspects of digital and mobile Capacity to establish mid and long term plans, drive execution and analyse results Passion for and in depths knowledge of Digital/Mobile Marketing Exceptional collaborator with integrity to earn confidence quickly Strong communication (both written and verbal), influencing and facilitation skills (small and large groups) especially when interacting with different levels of business Ability to travel, domestic or international, as required Fluent English (verbal and written), Experienced working under pressure and can prioritise correctly Affinity with the Brand Marketing content delivery needs, solutions and processes
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