Omnichannel Trade Marketing Director

Join adidas Europe and shape the future! For over 75 years, our European heritage has been a fusion of culture and innovation, driving global sports trends.

Our offices, from Herzogenaurach to London, Berlin, Amsterdam, Warsaw, Athens, Milan, Manchester and Paris, are centers of creativity and collaboration. We aim to be Europe's best sports brand, seeking pioneers and visionaries to join our bold journey.

At adidas, you're not just getting a job; you're invited to make a global impact, joining a team that values creativity, courage and innovation.

Are you ready to be part of our journey?

Purpose of the role

Create, drive and execute the Omni-Channel Activation Plan locally and coordinate its consistent execution across all consumer touchpoints in line with Country guidance.

• Own and develop the brand activation strategy by creating a cohesive vision for all Omni channel (Wholesale, Retail and eCom) marketing initiatives.
• Execute marketing strategies in the best possible way, ensuring optimal amplification of the campaign message at the point of sale and maximising instore conversion.

What you'll do

• Maximum amplification of campaign messages through the activation of all physical touchpoints: WHS, OC and Franchise.
• A maximisation of in‑store conversion through relevant consumer initiatives.
• Maximise business opportunities in the WHS channel through strategies in synergy with Sales and Brand to maximise the WHS within the Customer for categories under management.
• Optimal management of marketing campaigns and in‑store visibility.
• Optimise the assortment in accordance with strategic priorities and communication campaigns.
• Maximise business opportunities in BC and Franchise channels through a unified strategy that maximises messaging and campaign activations.
• Maximise visibility and initiatives to optimise engagement, in‑store traffic and conversion in BC and FS.
• Drive and initiate an exciting consumer experiential event at the store level in cooperation with BA, Brand Communications, BU and Sports Marketing.
• Develop in‑store campaigns and promotions that drive consumer traffic & buying.
• Mentor and guide the team by building a winning, innovative and market‑leading team, creating motivation and engagement, and developing career paths with balanced talent turnover and retention.
• Implement the CTC distribution platform finalising key destination doors sell‑in packages.
• Deliver appropriate channel activation sell‑in tools at Sales Launch period.
• Plan resources to guarantee perfect execution at POS.
• Assist in the creation of a seasonal account plan outlining activation aspects, both in‑store and out‑of‑store, in collaboration with BU and channels.
• Ensure all retail space management solutions are partnered with the best point‑of‑sale with regular updates.
• Report on performance of Omni‑Channel marketing initiatives to ensure optimal marketing activities.
• Provide input on global toolbox performance to Global Concept‑to‑Consumer and pursue further improvement.
• Share and implement global ISC and VM strategies with BU and channels in sell‑in stage and manage executional excellence to maximise sell‑out.
• Execute brand concepts with a special emphasis on key destination doors, in close collaboration with BU, CTC and Sales team.
• Plan and manage Omni‑Channel MWB to ensure a right investment decision as well as ROI analysis.
• Monitor performance.

Skills you'll need

• Significant knowledge of the full marketing mix (advertising, events, sponsorship, retail) with a major sales or retailer experience (sporting goods industry preferred).
• Leading and managing a diverse team.
• Marketing budget management.
• Advanced user of MS Office suite.
• Experience in both market and above market organisation preferred.
• Ability to think strategically, anticipate and define problems, synthesize complex data and develop innovative solutions, but also strong in execution.
• Strong communication (written and verbal) and facilitation skills.
• Ability to deliver effective and persuasive presentations on complex topics to diverse audiences.
• Ability to manage through change, make decisions and act comfortably with risk and uncertainty.
• Experienced people manager.

Main requirements

• +8 years of Sales, Marketing and/or communication experience.
• +4 years of experience leading a team.
• Annual bonus.
• Gym and sports opportunities.
• Free access to self‑learning platform.
• Employee Assistance Program (personal counselling).

The role will be based in our new office in Porta Nuova Milano!

Culture Values

• COURAGE: Speak up when you see an opportunity; step up when you see a need.
• OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow through.
• INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
• TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
• INTEGRITY: Play by the rules. Hold yourself and others accountable to our company’s standards.
• RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.

At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage.
– Culture Starts With People, It Starts With You –
By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.

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