Manager Retail Marketing & Activation

Manager Retail Marketing & Activation

Area: GCA

Department: Offline Channels

Direct Reporting Line: Director Retail Marketing

Indirect/Secondary Reporting Line:

Subsidiary/Country: GCA

Location: Shanghai

GSMS Grade: M4

Number of Personnel Managed:

Cost Center/Budget and/or Revenue Responsibility:

Purpose & Overall Relevance for the Organization:

Drive innovative retail concepts and pilot new consumer engagement experiences to elevate brand impact and differentiate adidas within the marketplace.

Lead and steer the execution of the GCA/Global Brand Strategy locally through consistent deployment and development of GCA sign-off set up and the retail marketing plan also toolkits throughout the GCA country clusters, delivering into all relevant Brand and Commercial KPIs.

Drive business results thru in-store consumer engagement program and promotions with a brand-right approach. Elevate the consumer experiences to be more consistent across all channels.

Key Responsibilities:

Collaborate with GCA CE team, BUs, Brand coms, MOPs and CTC team to ensure smooth and high-quality GCA sign-off set up twice a year.

Develop retail marketing toolkits and guidelines based on GCA annual retail marketing plan and seasonal ISC calendar of GCA country clusters, supporting both the global brand priorities and category needs.

Cooperate with GCA country clusters omni channel - retail marketing team to understand their market, retail and MWB plan to determine how marketing campaigns and ISC materials “come to life” at retail by creating executional campaign guidelines.

Manage and review budget with supervisor for monthly campaigns guideline creations and GCA sign-off set up in accordance to MWB plan.

Facilitate the internal and external communication of the developed retail marketing plans within the organization.

Provides analysis of the results of the key retail marketing initiatives

Manage and maximize with NTP team on all key vendors partners, including but not limited to: Creation, Props, POP, Retail Activation, etc. to ensure that the partnerships are maximized.

Work with the GCA CE HUB and GCA CE team in resolving issues related to retail store development, in-store communication and visual merchandising activities

Provides leadership for horizontal as well as vertical reports

Well understand with brand theme, further use this knowledge to identify and leverage activation & community building opportunities for the adidas brand

Support the development of the Retail activations programs in Key store format.

Understand the target consumers profile, well briefing to agency to efficiently get qualified proposal

Collaborate cross functionally to help steer stake holder alignment on own retail activations

Calendar developed and x function resource leverage, good at time arrangement

Analytical skills and tracking sales performance after execution

Other job-related work assigned by supervising manager

KPIS

On-time, high quality implementation GCA sign-off

On-time, high quality and cost effective deployment of in-store communication program

Meet GCA sales target.

NPS

Key Relationships:

GCA Brand Communications

GCA BUs

GCA Visual Excellence /VD

GCA MOPs

GCA Retail Design

GCA Channel

Region Retail Marketing

Knowledge, Skills and Abilities:

Excellent verbal and written communication skills (both English and Mandarin)

Strategic mindset with strong executional abilities

Excellent presentation skills

Excellent leadership and cross functional management skills

Strong aesthetic and creative sense

Ability to balance aesthetics with business acumen

Excellent skills in motivating, coaching and engaging teams

Ability to plan, prioritize and organize

Works well under pressure

Proactive with a positive attitude

Advanced user of MS Office suite of products

Requisite Education and Experience / Minimum Qualifications:

Minimum 5 years’ experience in Retail Marketing planning/management with leading consumer goods company.

Experienced in executing large store activations & instore communication would be plus.

Extensive understanding of GCA retail business, retail implementation and retail marketing

Knowledgeable about GCA sports and international sports. An interest and desire to participate in and learn about sports i.e. a sports enthusiast

University Degree or above. Preferably in a marketing or communications related discipline.

Passion for street fashion & sports