Purpose & Overall Relevance for the Organization:

The mission of the role is to drive the adidas brand as China’s leading sports brand through innovative, integrated communications, with a focus on: 

PR & Social Content Strategy: Lead strategic planning and execution of brand storytelling across social/digital platforms.  Consumer Activation: Develop and execute engagement initiatives to amplify brand love and conversion.  IMC Campaign Support: Bridge online-to-offline experiences in cross-channel campaigns. 

 

Key Responsibilities:

PR & Social Content Strategy & Execution

Develop and implement integrated social/digital content strategies aligned with brand objectives.  Direct agencies and leverage partners to create innovative PR/social contents, ensuring consistency with global/local brand narratives.  Strategically utilizes our global and local sponsored athletes, teams, and events with effective communication initiatives to provide the authentic link to our technical product ranges Leverage data insights to optimize content performance and audience engagement. 

 

Consumer Activation Strategy & Execution

Design and execute 360° consumer activation plans (e.g., experiential events, influencer collaborations, UGC campaigns).  Partner with key stakeholders to align activations with product launches and trade initiatives.  Measure impact through KPIs (engagement rates, conversion, sentiment). 

 

IMC Campaign Support (Online-to-Offline)

Support the IMC campaign from ideation to execution following the aligned time frame. Develop rollout plans that are in line with the category focus and ambition. Collaborate with Online & Offline landing channels, Sports Marketing, and X-team counterparts to ensure seamless landing.  Ensure offline activations (e.g., consumer interaction, pop-ups, retail experiences) amplify conveys as frontier touchpoints to deliver campaign & product messaging.  Post-evaluate campaign performance, providing insights into future integration. 

 

Cross-Functional Leadership

Act as a “Brand Guardian”, ensuring all communications reflect adidas’s innovative and inspirational ethos.  Manage agency/vendor relationships, budgets, and timelines for maximum efficiency. 

 

Management

Manages sourcing of all (locally produced) Brand Communication material at the lowest price while still maintaining good quality and adidas standards Assumes responsibility for the (legally) correct usage of the adidas trademarks and logos Sources, establishes strong relationships and manages day-to-day activities with relevant agency partners, (media) vendors and external industry partners

 

Financial

Follows, maximizes and controls the Brand Communication budget as set according to the Marketing Plan Suggests future Brand Communication budgets Negotiates and develops quotations with vendors by setting clear objectives and expectations Evaluates and recommends pricing levels for all Brand Communication purchases

 

Systems and Processes

Develops and implements planning and execution processes, follows the marketing plan timely, and that maximizes brand and (new) product exposure Executes and tracks the Brand Communications plan Implements quality control systems for production of all materials containing adidas logo Co-ordinate all launches of relevant material with X-team assets landing channels Establishes and maintains system to track and restock Internal product inventories Post evaluates campaign performance by conducting or coordinating research and tracking project development, and then collating results into regular quality reports Benchmarks on the progress in the brand perception of the consumers Is responsible for on-time and accurate provision of Commitment and Payment requests related to all Brand Communication projects Fully optimizes integration with other Communications disciplines such as PR and Creative Services

 

Others

Other job-related work assigned by supervising manager

 

 

KPIS:

On time launch of campaigns including internal/external process track & management Social/PR: Engagement growth, share of voice, content ROI.  Consumer Activation: Participation rates, sales lift, brand sentiment.  IMC O2O: Campaign integration quality, offline-to-digital conversion.  Brand Health: Net Promoter Score (NPS), spontaneous purchase intent. 

 

Key Relationships:

Internal

Category Merchandising team (BU) Sports Marketing Team/ EIM Retail Experience Team Online/Offline Channels Team Global Counterparts

 

External

PR/digital agencies Media & KOLs/partners & communities

 

Knowledge, Skills and Abilities:

Insights and resources of Outdoor Industry Consumer activation expertise Digital/social savvy Willing to experience and communicate in the front facing consumers & partners Manage Business (O2O Processes and Projects) Result Orientation Influencing Others Planning and organizing Strategic Acting A passion for and an understanding of the category along with the desire to translate the passion into building the adidas brand in the region Strong team player Very high level of integrity Communication skills, relationship management and empathy Excellent creative/design/ art direction sense Ability to multi-task and attention to detail Ability to take calculated risks

 

 

Requisite Education and Experience / Minimum Qualifications:

Minimum of 3-5 years’ experience in the advertising or communication dept. with an international brand; Experience in Outdoor Industry background is preferred Previous experience in advertising, PR, and Social Services in China; Previous experience with Activation in China Knowledgeable about China sports and international sports. An interest and desire to participate in and learn about sports, i.e. a sports enthusiast with deep category knowledge Excellent presentation and organizational skills Exposure – Sports, brand/category marketing Relevant China marketing experience, preferred University Degree or above. Preferably in a marketing or communications related discipline. Outlook – basic; Word – advanced; Excel – advanced; PowerPoint – advanced Fluent in English and Mandarin (written and spoken).