Manager Brand Communications, Golf/Specialist Sports

Purpose & Overall Relevance for the Organization 

The mission is to position adidas Golf/Specialist Sports as the leading categories in China amongst consumers, sports players and the industry; to build and develop creative marketing strategies which will help generate demand for adidas brand.

Key Responsibilities

Brand Communication Planning& Execution

• Drives the development and execution of marketing strategies and marketing plans aligned with China business strategies and in line with global guidelines. Strong in creative, social, PR, and activation
• Creates integrated action plans for all Brand communications projects related to Golf and Specialist Sports with the aim of maximizing brand and (new) product exposure while maximizing efficiency
• Proactively works with Product Marketing, Sports Marketing, EIM and Retail Marketing teams in supporting all their brand asset activities and all trade fairs and trade meetings with aim to position the brand as set out in our objectives
• Remains up to date on the fast-developing Media Environment in general and New Media technologies and opportunities in particular
• Identifies communication opportunities, as well as opportunities for Co-ops & Co-branding

Management

• 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 and (media) vendors
• Provides briefings to the Creative Services to convey the desired retail presence and image at retail

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

• Executes and tracks the Brand Communications plan
• Implements quality control systems for production of all materials containing adidas logo
• Co-ordinates all launches of relevant material with Category Merchandising team and Sales department
• Develops, maintains and co-ordinates processes with the Retail Operations Department and the Sales department that ensure timely (in-store) implementation around the country
• 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

Training

• Implement a training and development plan for brand communication team
• Ensure team understand the role of marketing, and branding at adidas
• To some extent, actively participate in departmental level training and development initiatives and activities
• Through the internal communications team, communicate brand communication information and initiatives to entire company in a timely fashion

Others

Other job-related work assigned by supervising manager

KPI

Overall business performance
Budget control
Successful and Creative Launch Events
Golf Course, Tennis Court activation
Social, PR and Media exposure of brand and product
Grow market share
Strong brand equity 

Key Relationships

• On time launch of campaigns
• Quality of recommended and executed initiatives to maximize brand and product exposure and are implemented at industry leading standards
• Improvement in our Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)
• Integration of ideas with other disciplines
• Improved professionalism of the team
• Delivery on Initiatives identified by the Senior Management team
• Sell through target for related category

Knowledge Skills and Abilities

• 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
• Negotiation skills
• Excellent creative/design/ art direction sense
• Fluent English and Mandarin required

Requisite Education and Experience / Minimum Qualifications

• Minimum of 3-5 years’ experience in the advertising or communication dept
• Previous experience in advertising, PR, and Creative Services in China
• Knowledgeable about Sports, esp. Golf and Tennis. An interest and desire to participate in and learn about sports i.e. a sports enthusiast
• Excellent presentation and organizational skills
• Exposure – Sports, brand/category marketing, trade marketing
• University Degree or above. Preferably in a marketing or communications related discipline