Purpose & Impact on Organization:

 

Develop adidas China Kids brand strategy by consistently building the awareness, consideration and purchase intent. Follow the brand consistent icon strategy and to implement the brand campaign, elevated franchise and category activation plan. Land adidas brand strategy at online / offline channels to give the best consumer journey at all consumer touch points.

 

He/she will be responsible for

Developing adidas kids brand VI, creative concept, and consistently evolve. Developing innovative advertising and new media strategies, along with actionable programs to enhance brand impact. Leading the end-to-end planning, development, and execution of integrated adidas communications campaigns across online and offline channels. Directing and collaborating with agencies and internal teams to optimize brand and product visibility, ensuring seamless integration with broader marketing initiatives.

 

Key Responsibilities:

Strategic Planning & Campaign Execution

Develop adidas kids brand VI, creative concept, and consistently evolve. Develop integrated advertising, digital, and retail marketing strategies to position adidas Kids as an innovative, inspirational brand across all touchpoints. Lead E2E execution of campaigns—from digital activations (social) to seasonal grassroots programs (Summer/Winter Camps)—ensuring alignment with global/local marketing plans. Leverage global/local ambassadors, KOLs, and events to authentically connect with kids and parents through storytelling. Drive in-store concept development, visual merchandising (VM), and retail marketing to elevate brand experience and commercial performance. Identify emerging trends in kids’ sector, digital platforms, and co-branding opportunities to keep adidas at the forefront.

Operational & Team Leadership

Oversee sourcing of locally produced campaign materials, ensuring cost efficiency without compromising quality or brand standards. Ensure legal compliance in trademark and logo usage across all communications. Manage agency and vendor relationships, driving innovative and creative execution. Brief Creative Services to ensure retail presence aligns with brand vision.

Budget & Financial Oversight

Develop and manage monthly category budgets, balancing brand and commercial priorities. Optimize spending, negotiate vendor contracts, and provide budget forecasts for future campaigns.

Process Optimization & Performance Tracking

Implement efficient planning and execution processes to maximize brand and product visibility. Track Brand Communications KPIs, ensuring timely and high-quality execution. Maintain inventory and distribution systems for campaign materials. Conduct post-campaign evaluations, analyzing performance and consumer perception shifts. Ensure seamless cross-functional collaboration with PR, Retail, Sales, and Creative teams.

 

Key Relationships:

BU Channels (Franchise, eCOM, OR) Brand Comms SP & SS teams Sports Marketing team Global Brand Communication Team

 

Core Competencies & Experience:

Leadership & Influence

Proven ability to lead teams, develop talent, and drive cross-functional collaboration. Strong strategic thinking with the ability to translate vision into actionable plans. Persuasive communicator with negotiation skills and the ability to influence stakeholders.

Business & Project Management

Expertise in managing complex projects, optimizing processes, and delivering results under tight deadlines. Adept at budgeting, risk assessment, and decision-making to maximize ROI.

Marketing & Brand Strategy

Deep conceptual understanding of marketing as a brand-building tool, with a keen eye for creative direction. Passion for the Kids category and the ability to translate insights into impactful brand strategies for China.

Personal Attributes

High integrity, resilience, and a solutions-driven mindset. Open minded with growth mindset. Exceptional relationship management with empathy and collaboration at the core. Detail-oriented multitasker who thrives in fast-paced environments. Willingness to take calculated risks to drive innovation and growth.

 

Minimum Qualifications:

Experience & Industry Knowledge:

12+ years of experience in advertising, communications, or brand marketing with a leading international brand. Proven track record in advertising, PR, and Creative Services, with specific experience in the China market. Deep understanding of the Kids category and the global sports/fashion/lifestyle industry. Passion for sports and active participation is a plus.

 

Marketing & Business Acumen:

Strong background in brand/category marketing, trade marketing, or sports marketing (China experience preferred). Exceptional presentation, organizational, and project management skills.

 

Education & Technical Skills:

University degree or higher, preferably in Marketing, Communications, or a related field. Advanced proficiency in Microsoft Office (Word, Excel, PowerPoint); basic Outlook skills. Fluent in English and Mandarin (written and spoken). Native Mandarin proficiency is preferred.

 

Personal Attributes:

Passionate about sports and the active lifestyle, with a keen interest in youth culture and trends.