Manager Brand Comms Sport, Brand adidas, India

Purpose & Overall Relevance for the Organization

Own and steer the execution of the Global Brand Strategy, ensuring consistent deployment throughout India, delivering all relevant Brand KPIs for Badge of Sport business.

Key Responsibilities

• Plan and drive the execution of the India Brand Marketing Activation calendar and drive local market initiatives where relevant
• Draft strong marketing briefs & lead the process of agency briefings, creative development, event management and activation roll-out for all campaign & business objectives.
• Implement integrated marketing plans and strategies in sync with business plans, annual marketing calendar, drive brand campaigns and product launches along with all stakeholders.
• Drive a pan-India strategy with a focus on key strategic cities ensuring excellence in execution and delivery against Brand KPIs.
• Collaborate with Social and Sports Marketing team to develop India Social Influencer Marketing strategy from identification to talent activation, including budget allocation recommendations.
• Create and enhance cross department collaboration, Creative & Media Agency relationships, and influencer relationships that drive them to deliver exceptional performance with a ROI-driven mindset.
• Ensure consistent and elevated brand positioning across all consumer touchpoints. Focus on delivering the global brand strategy in a locally relevant and meaningful way, enhancing adidas brand image, position and reputation amongst consumers, in accordance with brand guidelines, design formats and marketing principles.
• Provide input to Global Brand Management related to Market priorities where required to improve India Brand KPI performance.
• Ensure on timely planning & leadership alignment of brand & product campaigns followed by on-time reporting aligned with internal processes and expectations.
• Provide a clear vision and direction to indirect teams with relevant objectives and KPIs.
• Provide a suitable performance framework for direct reports by setting performance targets and coaching for continuous improvement.
• Contribute to the planning of the India Omni-channel Marketing activation calendar

Others

• Follow all the set protocols for approvals, documentation and budgeting in accordance with audit guidelines.
• Identify brand-building areas, consumer touch-points; bring in industry best practices and innovations in-line with the objective of Brand.
• Drive checks, monitoring/tracking standards, media trends, up-to-date global guidelines and provide timely feedback with action plans for effective market planning.
• Maintain a close watch on the financial aspects of all campaigns and programs, such as budgets, expenditures, timelines and Return-On-Investment.
• Implement timely roll-out of tactical campaigns to enhance the consumer reach and engagement.

KPI’s

• Execution excellence in brand concepts/stories
• Innovative & Noteworthy campaigns
• Market Direct Brand Contribution vs Plan
• MWB management – Timelines & Audit Protocols
• Brand Health KPIS (Brand momentum, Share of Voice in PR & Social,Share of Search – Google)

Key Relationships

• Sports Marketing & Communities Team
• Social & PR/Newsrooms team
• Regional / HUB- BU Head & Activation Managers
• External Creative & PR Agencies
• CTC Team
• NTP & Finance Team
• Digital & CRM Managers
• Omni Channel Team

Knowledge, Skills And Abilities

• Significant knowledge of the full marketing mix (advertising, events, sponsorship, retail)
• Ability to absorb global guidance, integrate local insights and curate local storytelling
• Leading and managing a diverse team (incl. remote management)
• Project management of integrated marketing campaigns
• Budget forecasting & management
• Ability to collaborate internally and with external partners
• Demonstrated relationship management working with influencers, celebrities or Public Relations
• Good understanding of the creative thinking and development process. Eye for details – tenacious about ‘peeling the layers’.

Others

• Ability to work across multiple functions with exemplary cross-functional collaboration, resourcefulness and influencing skills.
• Persuasive ‘Impossible is Nothing’ attitude and a drive for continuous improvement.

Requisite Education And Experience / Minimum Qualifications

• University degree in Business or a minimum of 7-9 years equivalent professional experience, ideally in Marketing/PR background
• Strong understanding of Microsoft office with a focus on Word, Excel and Powerpoint
• Candidates with a flair for creative development process, content creation, viral marketing will have an advantage.
• Perfect candidate will have interest in Sports (DNA), as a participant or be strongly influenced by sporting culture.