Sr. Manager Dtc Marketing

Purpose:
- Drive the commercial success and brand leadership of adidas in the Own Retail channel by developing and executing Trade Marketing strategies and initiatives. Ensure all activities enhance the in-store consumer experience, optimize sell-out performance, and align with global and regional marketing priorities while catering to the specific needs of Own Retail stores. Additionally, oversee the management and growth of the company’s loyalty program, ensuring it drives consumer retention and brand engagement.- Key Responsibilities:
- Strategic Planning and Execution
- Develop and implement the Trade Marketing plan for Own Retail, aligning with global and regional brand strategies, seasonal priorities, and local market dynamics.
- Create tailored in-store activation plans to maximize traffic, conversion rates, and average transaction value (ATV) in Own Retail stores.
- Ensure timely and effective execution of in-store campaigns, aligning with the seasonal calendar and product launches.
- Collaborate with the Retail Operations team to maintain premium brand consistency across all consumer touchpoints.
- Consumer-Centric Activations
- Design and implement initiatives to enhance the in-store consumer journey, including visual merchandising, point-of-sale materials, and experiential activations.
- Monitor and analyze shopper behavior and store performance to identify opportunities for targeted activations and improvements.
- Partner with the Digital and CRM teams to integrate omnichannel strategies into retail activations, driving engagement and loyalty.
- Loyalty Program Management
- Lead the strategy, execution, and continuous improvement of the company’s loyalty program, ensuring alignment with brand and retail objectives.
- Work closely with the CRM team to develop initiatives that drive customer acquisition, retention, and engagement within the loyalty program.
- Analyze loyalty data and consumer insights to create personalized experiences and campaigns that increase program participation and ROI.
- Collaborate with Store Managers to implement loyalty program activations in-store, training staff to effectively promote the program.
- Measure and report on the impact of the loyalty program, providing insights and recommendations for growth.
- Collaboration and Stakeholder Management
- Work closely with Store Managers and Retail Operations teams to ensure alignment on Trade Marketing initiatives and store-level execution.
- Act as the main liaison between the Own Retail team and cross-functional departments, including Brand Marketing, Merchandising, and Digital.
- Facilitate the localization of global campaigns to meet the needs of the local retail market while maintaining brand guidelines.
- Performance Tracking and Insights
- Analyze the effectiveness and ROI of Trade Marketing initiatives and loyalty program activities, providing actionable insights to optimize future activations.
- Regularly review and report on Own Retail performance metrics, including sell-out, traffic, conversion, and loyalty program engagement, to identify trends and opportunities.
- Lead post-mortem evaluations of campaigns, gathering feedback from stores and consumers to continuously improve activations.
- Budget and Resource Management
- Manage the Trade Marketing and loyalty program budgets for Own Retail, ensuring efficient allocation of resources to maximize impact.
- Oversee the procurement, production, and distribution of Trade Marketing materials, ensuring on-time delivery and cost efficiency.
- Innovation and Best Practices
- Champion innovation in retail marketing by piloting new concepts and technologies to elevate the in-store experience.
- Establish and share best practices for Trade Marketing execution and loyalty program management across Own Retail stores, fostering a culture of continuous improvement.
- Requirements:
- Bachelor’s degree in Marketing, Business Administration, or related field. A Master’s degree is a plus.
- 7+ years of experience in Trade Marketing, Retail Marketing, or Loyalty Program management, preferably within the sporting goods or retail industry.
- Strong knowledge of retail dynamics, consumer behavior, loyalty strategies, and in-store activation.
- Proven ability to lead cross-functional teams and manage multiple projects simultaneously.
- Excellent communication and negotiation skills with a strong ability to influence stakeholders.
- Experience managing budgets and delivering measurable ROI.
- Advanced English
- Key Attributes:
- Consumer-first mindset with a passion for creating exceptional in-store and loyalty program experiences.
- Analytical thinker with a strong focus on results and problem-solving.
- Adaptability to thrive in a fast-paced and dynamic retail environment.
- Strong leadership skills to inspire and drive collaboration across teams

AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENG