Manager In-Store Marketing & Activation

Описание

Purpose & Overall Relevance for the Organization:

Contribute to the positive development and delivery of adidas’ Brand image across all Omni-Channel DTC touchpoints. The role will be responsible for leading ordering and execution across all categories, to support sustainable and profitable market share growth through Omni Channel execution in assigned markets within EMC. The retail execution must elevate consumer experience across own retail & franchise, driving sell-out at POS by through flawless consumer-relevant marketing campaigns, promotions, in-store communication & Visual Merchandising that can be used across the full cluster. Working closely with the planning team to ensure best in class delivery.

Strategy & Priorities

• Lead the execution of Omni channel calendar in line with the Global strategy for brand and product campaigns alongside commercial moments to achieve defined business objectives across all consumer touch points (campaigns, promotions, consumer marketing materials, ISC & VM)
• Execute calendars in alignment with Omni Planning Team, Channels and Partners based on agreed MWB & SWB budget available ensuring a Brand led proposition across priority doors at all times
• Execute campaigns within assigned markets with full alignment between Brand Comms and Digital Teams to ensure ‘one brand’ message
• Accountable for the execution of Global guidelines, cascading of engagement tools and instore ISC consistency across all assigned markets
• Lead and support team of Back Office Ordering Specialists and Field Omni experts for assigned markets, support with escalating complex topics coming from the team to Snr. Manager Omni for further actions to ensure on time in full delivery of the agreed plan

Omni-Channel Marketing Calendar Ordering and Execution

• Be responsible and accountable for the delivery of the yearly Omni-Channel Marketing calendar across Own Retail and Franchise partners for assigned markets, in alignment with the Sales and CTC teams. These calendars are channel specific and include campaigns, store openings, fit outs/ remodels, traffic drivers and other activations.
• Ensure clear subsequence of execution for Sports Performance and Originals Omni-Channel Marketing campaigns, promotions and in-store communication tools based on channel requirement and brand calendar focus.
• Overall accountability for the delivery in store activations and consumer communications using local suppliers and activation agencies as well as global agencies such as HH global
• Lead the field execution team to focus on consumer journey and VM execution across all Channels
• Share and implement global ISC strategies across all channels in sell-in stage and manage executional excellence to maximize sell-out
• Continually assess the calendar based on order book changes and adapt with the planning and channel teams & re prioritise as required based on brand calendar
• Lead executions of consumer experiential event at the store level in cooperation with BA, PR and SPOMA based on the calendar
• Collaborate with Store Development & Planning team for store opening logistics & delivery, support direct team with escalation of complex projects and support required
• Plan, manage and report on Omni-Channel MWB and SWB to ensure a right investment decision as well as ROI analysis
• Overall accountability for the recruitment, budgets & cost effectiveness of the outsource teams
• Ensure all finance activity and management of documents is completed in a compliant matter and relates to internal audit policies

Training & Reporting

• Collaborate with relevant stakeholders to establish retail KPI’s and tracking timelines
• Ensure the Field team feedback is incorporated into business strategies
• Document and share best practice ways of working & alignment across EMC
• Ensure all sign off and report decks are created and completed by working with the integrated team
• Ensure high compliance of visual merchandising and excellent consumer journey standards across assigned markets through regular market visits
• Overall accountable for VM & ISC training plan executions in alignment with business priorities

Team Management

• Promote a high-performance culture by setting clear expectations and individual goals
• Ensure the company values and mindset are demonstrated and fully embraced by the team
• Develop the team & build succession plans in line with these criteria
• Control and monitor performance and result

Key Relationships:

• EMC Omni Execution Team with focus on (Text)
• EMC Omni Planning and WHS Team
• EMC Channel leads and their teams
• EMC CTC, Brand Comms, Digital & MOPS
• DTC Retail Operations team
• DTC Buying and Merchandising team
• Market Omni-Channel agencies and vendors

Knowledge, Skills and Experience:

• 6 years of experience in trade, retail marketing or sales (preferably in the sporting goods industry & fashion/lifestyle.)
• Leading and managing a diverse and remote team
• Proven project management experience
• Advanced user of MS Office, PowerPoint and excel
• Experience in BTL and ATL marketing
• Solution oriented personality who understands to balance brand equity/ building a brand and commercial relevance/interest of channels
• Excellent communication and presentation skills

Requisite Education and Experience / Minimum Qualifications:

• University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
• Fluent in English