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Director Brand Communications EM

Purpose & Overall Relevance for the Organisation

Lead and steer the execution of the Global Brand Communication and Newsroom Strategy across all locations across EM, driving all relevant Brand KPIs. Build the adidas brand as the best sports brand in Emerging Markets through maximizing innovative and inspirational brand exposure. Ensure execution excellence and consistent deployment of a holistic brand marketing plan across all communication channels, DP, PP, PR, CRM, Digital and Media in accordance with Global Guidelines. Act as an .

Key Responsibilities:

Interface with global, clusters and EM cross-function teams

• Lead the interaction with global Marketing as the key point of contact for all marketing campaign development, tool creation and seasonal category calendar and publishing plans.
• Lead all communication disciplines, from DP, PP, advertising, digital, PR, Ecom to retail.
• Act as partner to the EM BUs in developing the right communication and activation plans that drive the category and lead to effective communication activities.
• Lead the horizontal brand stories and purpose moments across EM.

• Lead the interaction with cluster brand teams for category calendar development, key campaign planning and tool kit creation.

• Build and steer the planning of an activation calendar and plan market initiatives.
• Steer the MWB allocation alongside as part of MAEX the planning process in partnership with brand planning team.
• Drive the effective implementation of Global Concept-to-Consumer and Sales Excellence tools, in activated sales channels, in line with the Omni-channel calendar.
• Represent the market priorities, newsroom, pr and brand activation needs within EM to global teams.
• Support the development of Key City Attack plans.
• Partner with country/ cluster teams on the development and creation of local campaigns.
• Work closely with partnerships (EIM and SPOMA) and newsroom team to drive a strong E2E brand communications strategy.

EM Brand comm deliverables for GTM milestones

• Lead and manage EM calendar development and provide input to EM planning team for horizontal calendar development.
• Develop handover tools to support successful sell in, including guidance on key seasonal stories, sell in plan for key campaigns, sell in tool development, EM sign off show\xe2\x80\xa6etc.
• Collect and provide solution for country & clusters\' feedback and needs on category calendar and toolkits.
• Deliver campaigns OTIF in line with EM brand planning processes.

Key campaign planning and tool creation

• Lead marketing activation plan for EM key campaigns through close work with clusters
• Lead the creation of campaign content toolkit for EM, including local campaigns for the market.
• Monitor smooth handover campaign toolkit to country cluster Brand Communication teams for execution.

Allocate and manage EM above market production MAEX

Newsroom

• Manage Newsroom team, working across global, regional, and local earned & owned media spaces to drive brand advocacy, momentum, and sales. Connect our consumer with the content and experiences they are passionate through a variety of media channels - including, but not limited to, social media (earned and paid), PR, Influencers, and Brand Partners.
• Ensure the brand is \xe2\x80\x9calways relevant\xe2\x80\x9d and \xe2\x80\x9calways connected\xe2\x80\x9d to our consumers through an industry-leading strategy that focuses on content creation, curation, and publishing and influencer marketing. Direct the right stories to the right people at the right time.

People Management

• Provides strong leadership for horizontal as well as vertical reports.
• Sets performance plans with each direct report.

• Plans include goals, key job responsibilities, competency development, measures, and follow-up activities.
• Reviews include goals, key job responsibilities, company values and competency development.
• Provides coaching & feedback to the team
• Ensures that direct reports set performance plans with subordinates.
• Cooperates with superior & HR in all pay decisions regarding subordinates.
• Generates a high level of teamwork between all Departments.
• Manage talent development for the brand communication team.
• Manage ELS action plans for the brand communication team and work on the departmental goals.

KPI\'s:

• On-time and quality deliverable through EM GTM and Brand Planning Milestones.
• On-time and quality deliverable of campaign tools.
• 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.
• Market Share.
• D2C traffic and conversion, sell through target for related category.

Key Relationships:

• Global Marketing team
• EM Newsroom, Brand Planning, partnership teams
• EM BU teams
• Country Cluster Brand Communication team
• EM Retail Marketing team
• External Agencies and partners

Knowledge, Skills and Abilities:

• Advanced cross-functional Marketing knowledge and Market experience in sport and/or fashion/lifestyle categories (sporting goods industry experience preferred).
• Leading, managing and developing a diverse, multi geography team.
• Result oriented with advanced level of project and budget management knowledge.
• Consumer-focused with deep product and range understanding and the ability to balance Brand and Commercial priorities to build channel- and consumer-specific activation plans that meet KPI targets.
• Strategic thinking, ability to lead and influence people.
• Excellent presentation, communication, and negotiation skills.
• Ability to multi-task and attention to detail.
• Advanced user of MS Office suite of products.

Requisite Education and Experience / Minimum Qualifications:

• Degree or above in Marketing, Communications, Retail, Digital or a related field. Master\'s degree / MBA a plus.
• 8+ years\' industry and / or relevant work experience with an international brand, preferably with 4+ years of regional experience.
• Fluency in English. Arabic/Mandarin preferred, but not mandatory.

AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE\'S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE: THIS IS HOW WE WIN WHILE PLAYING FAIR.

• COURAGE: Speak up when you see an opportunity; step up when you see a need..
• OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
• INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
• TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
• INTEGRITY: Play by the rules. Hold yourself and others accountable to our company\'s standards.
• RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title: Director Brand Communications EM

Brand: adidas

Location: Dubai

TEAM: Marketing & Communications

State: DU

Country/Region: AE

Contract Type: Full time

Number: 505104

Date: Dec 8, 2023

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