Manager Retail Marketing & Activation

Manager Retail Marketing & Activation

Area:                                                                                       GCA

Department:                                                                           Offline Channels

Direct Reporting Line:                                                           Director Retail Marketing

Indirect/Secondary Reporting Line:                        

Subsidiary/Country:                                                                GCA

Location:                                                                                 Shanghai

GSMS Grade:                                                                                             M4

Number of Personnel Managed:                                          

Cost Center/Budget and/or Revenue Responsibility:          

Purpose & Overall Relevance for the Organization:

• Drive innovative retail concepts and pilot new consumer engagement experiences to elevate brand impact and differentiate adidas within the marketplace.
• Lead and steer the execution of the GCA/Global Brand Strategy locally through consistent deployment and development of GCA sign-off set up and the retail marketing plan also toolkits throughout the GCA country clusters, delivering into all relevant Brand and Commercial KPIs.
• Drive business results thru in-store consumer engagement program and promotions with a brand-right approach. Elevate the consumer experiences to be more consistent across all channels.

Key Responsibilities:

• Collaborate with GCA CE team, BUs, Brand coms, MOPs and CTC team to ensure smooth and high-quality GCA sign-off set up twice a year.
• Develop retail marketing toolkits and guidelines based on GCA annual retail marketing plan and seasonal ISC calendar of GCA country clusters, supporting both the global brand priorities and category needs.
• Cooperate with GCA country clusters omni channel - retail marketing team to understand their market, retail and MWB plan to determine how marketing campaigns and ISC materials “come to life” at retail by creating executional campaign guidelines.
• Manage and review budget with supervisor for monthly campaigns guideline creations and GCA sign-off set up in accordance to MWB plan.
• Facilitate the internal and external communication of the developed retail marketing plans within the organization.
• Provides analysis of the results of the key retail marketing initiatives
• Manage and maximize with NTP team on all key vendors partners, including but not limited to: Creation, Props, POP, Retail Activation, etc. to ensure that the partnerships are maximized.
• Work with the GCA CE HUB and GCA CE team in resolving issues related to retail store development, in-store communication and visual merchandising activities
• Provides leadership for horizontal as well as vertical reports
• Well understand with brand theme, further use this knowledge to identify and leverage activation & community building opportunities for the adidas brand
• Support the development of the Retail activations programs in Key store format.
• Understand the target consumers profile, well briefing to agency to efficiently get qualified proposal
• Collaborate cross functionally to help steer stake holder alignment on own retail activations
• Calendar developed and x function resource leverage, good at time arrangement
• Analytical skills and tracking sales performance after execution
• Other job-related work assigned by supervising manager

KPIS

• On-time, high quality implementation GCA sign-off
• On-time, high quality and cost effective deployment of in-store communication program
• Meet GCA sales target.
• NPS

Key Relationships:

• GCA Brand Communications
• GCA BUs
• GCA Visual Excellence /VD
• GCA MOPs
• GCA Retail Design
• GCA Channel
• Region Retail Marketing

Knowledge, Skills and Abilities:

• Excellent verbal and written communication skills (both English and Mandarin)
• Strategic mindset with strong executional abilities
• Excellent presentation skills
• Excellent leadership and cross functional management skills
• Strong aesthetic and creative sense
• Ability to balance aesthetics with business acumen
• Excellent skills in motivating, coaching and engaging teams
• Ability to plan, prioritize and organize
• Works well under pressure
• Proactive with a positive attitude
• Advanced user of MS Office suite of products

Requisite Education and Experience / Minimum Qualifications:

• Minimum 5 years’ experience in Retail Marketing planning/management with leading consumer goods company.
• Experienced in executing large store activations & instore communication would be plus.
• Extensive understanding of GCA retail business, retail implementation and retail marketing
• Knowledgeable about GCA sports and international sports. An interest and desire to participate in and learn about sports i.e. a sports enthusiast
• University Degree or above. Preferably in a marketing or communications related discipline.
• Passion for street fashion & sports