Purpose
The Key City Activation lead is responsible for leading the planning, holistically managing, integrating and executing the global and local campaigns, product launches, grassroots executions and assets and community activations within their respective key city
They will orchestrate and drive an annual calendar of activities against brand and focus category priorities that is aligned with all elements of the key city strategy as led by the City Manager
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Lead the Development and execution the Brand and Category activation plan for the key city leveraging a deep knowledge of the consumer landscape in the city; key city activation manager has a deep knowledge of the consumer landscape in the city and is able use this to identify and leverage activation opportunities for the adidas Brand. Understand the city and the categories needed to win Understand the target consumers – creators, amplifiers and value consumers Understand top events and city scene (e.g., night and scene) Understand Brand and Category Global activations and plan how to activate within the context of your key city Assist the City Manager in creating buy-in for strategies across the Market or Cluster organization Lead the Development and execution key city activation plan for brand and categories, incorporating global and local activations. Work with Market cluster and all support functions to drive execution of the brand and category activations Influence the Local media plan to ensure key city activation plan success Develop a detailed plan of stakeholder and partner cooperation with local ambassadors, key partners within the city Plan and execute all required POS execution Plan and arrange with internal partners all required Asset activation Plan and inform / influence Events/community activities Actively interact and plan with the key city Newsroom team to maximise key city reach for activation activities Cascade activation practices throughout marketplace Manage performance of the marketplace plan and deliver insights to market and global teams with a particular focus on: Achieve defined results and success criteria for the investments deployed within the city Walk city regularly to evaluate and feedback on activation activities and maintain live feedback loops with global and local Drive effectiveness of key concepts and campaigns (execution excellence) Drive and shape consumer journey by local activation across all touchpoints Provide information about local consumer trends, developments, customer insights and feedback to marketplace resources and HQ Manage and execute the activation plan in collaboration with key stakeholder groups and partners Coordinate marketplace resources with global, market and Key City to ensure premium activations Lead and drive a cross functional community of people (internal and external) to support delivery of the city activation plan Create and ensure consistent brand image with other adidas Group employees (Store Managers, Store Activation Experts, Trend Marketing Manager) Input resource requirements and capabilities to Key City GM to bring plan to life Operate as a key interface between community groups, ambassadors, agencies and influencers to evolve city activation Manage relationships with Newsroom and local media, ambassadors, influencers and agencies
Key City Activation KPI’s
Brand Desire – NPS, Brand Momentum, Spontaneous Purchase Intent Consistent Revenue Growth Market Share – Overall and Category Retail Comp Sales Full-Price Sell-Through in Key City Attack’s Key Account Doors Campaign activation City CRM targets and Acquisition (as defined in Key City targets)
Key Relationships
Market relationships- Market Leadership, Market Key City team plus support functions, specifically Brand activation, BU / Category Leads and teams, Brand Communications Global relationships – Global Key City team, key interface with Director Global Key Cities (Activation) and team. Global Key City lead, Brand Activation lead and the Virtual community of Activation leaders across the 6 Global Key City locations.
Knowledge, Skills and Abilities
Expertise in Brand Management, campaign activation and PR/communications, gained through operational and strategic exposure in a commercial business capacity Deep functional experience in Brand, Marketing PR/Communications, Strong understanding of Consumer Marketing and Consumer experience Minimum of Bachelor’s Degree; MBA a plus Change agent comfortable driving transformation and creating clarity within new and ambiguous climates Ability to work in a Matrix organisation with experience in influencing Cross-functionally and cross-culturally Proven leadership and managerial skills Very strong interpersonal skills (e.g. communication, negotiation) Proven methodological skills (e.g. business planning, strategic development) Extensive knowledge of the adidas Group business along with significant industry experience Mental flexibility, initiative and determination Fluent in written and spoken English is a must. Skills and abilities in another language are a benefit, specifically the local language of the key city in which you work.
Qualifications
Minimum of Bachelor’s Degree; MBA a plus Business: minimum 10 years’ experience Functional: minimum 5 years commercial experience in the sporting goods industry Leadership: minimum 3-5 years in management Cross-functional experience, ideally with Marketing field with a focus on Campaign activation Industry: sporting goods / retail / consumer goods
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