Omnichannel Trade Marketing Director

Omnichannel Trade Marketing Director – adidas Europe

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 across our offices in Herzogenaurach, London, Berlin, Amsterdam, Warsaw, Athens, Milan, Manchester and Paris.

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 to ensure optimal amplification of the campaign message at the point of sale and maximising in‑store conversion.

What You’ll Do

• Implement the Italian Omnichannel Marketing strategy by ensuring maximum amplification of campaign messages through all physical touchpoints (WH, OC, Franchise).
• Maximise in‑store conversion through relevant consumer initiatives.
• Maximise business opportunities in the WH channel through strategies in synergy with Sales and Brand departments that maximise the WH within the Customer for the categories under its management.
• Optimise management of marketing campaigns, in‑store visibility and assortment in accordance with strategic priorities and communication campaigns.
• Maximise visibility and initiatives to optimise engagement, in‑store traffic and conversion in BC and FS.
• Use BC and Franchise as the last mile of the marketing strategy to amplify Brand campaigns and work from awareness to conversion on a growing consumer target, focusing on Gen Z and Gen Alpha.
• Drive and initiate an exciting consumer experiential event at the store level in cooperation with BA, Brand Communications, BU and Sports Marketing, BU team.
• Develop in‑store campaign and promotion that drive consumer traffic & buying.
• Mentor and guide the team, building a winning, innovative and market‑leading team, creating a motivated and engaged team, and providing ad‑hoc development and career paths that ensure an adequate balance between talent turnover and retention.

Additional Responsibilities

• 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 seasonal account plans that outline aspects of activation, both in‑store and out‑of‑store, in collaboration with BU and channels.
• Partner with the best retail space management solutions and provide regular updates.
• Report on performance of Omni‑Channel marketing initiatives to ensure optimal marketing activities.
• 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.

Skills You’ll Need

• Significant knowledge of the full marketing mix (advertising, events, sponsorship, retail) with major sales or retailer experience (sporting goods industry preferred).
• Experience leading and managing a diverse team.
• Marketing budget management.
• Advanced user of MS Office suite of products.
• Experience in both market and above market organization preferred.
• Strong strategic thinking, problem anticipation, complex data synthesis and innovative solution development, with strong execution ability.
• Proven project management skills.
• Strong communication (written and verbal) and facilitation skills for small and large groups.
• 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.
• Fluent in English & Spanish.

Main Requirements

• +8 years of Sales, Marketing and/or communication experience.
• +4 years of experience leading a team.

Life at adidas

• Hybrid working model
• Annual bonus
• Meal voucher
• 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!

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate harassment or discrimination towards any of our applicants or employees. We are an equal‑opportunity employer.

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