Purpose & Overall Relevance for the Organization:

The mission of the role is to build the adidas brand as the best sports brand in China through maximizing innovative and inspirational brand exposure by recommending, planning and executing initiatives in Brand Creative, PR and Media. He/she will achieve this mission by:

Pro-actively developing and recommending brand creative, PR and media strategies and its derived programs. Planning and overseeing the development, preparation and implementation of the adidas communications campaigns including PR and digital media planning. Pro-actively directing agencies to maximize brand and (new) product exposure for adidas while maximizing integration with other elements of the marketing mix. Being a key Brand Guardian

 

Key Responsibilities:

Planning & Execution

Pro-actively develops and recommends integrated PR, new media strategies and its derived programs according to the marketing plan Develop and execute PR initiatives that elevate brand visibility in the sports market (media outreach, press releases, influencer partnerships)  Provides input into the creative, media, digital, and PR agencies the annual and quarterly plan in close coordination with the ad agency Provides input into the annual and quarterly PR marketing plan and provides input into the brand asset plans 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 Creates comprehensive action plans for Running brand communications projects with the aim to maximize brand and product exposure while maximizing efficiencies, in line with running event sports moments and athletes’ inspirational path Identifying how global communications can be adapted and implemented or developed to local initiatives Recommends and/or develops creative material for brand campaigns Develops PR rollout plans that are in line with the marketing plan and time frame Create compelling brand narratives for PR initiatives and community programs Oversee PR strategies for running category product launches, sponsorships, and athlete partnerships Remains up to date on the fast-developing PR Environment and collaboration dynamics; and identifies communication opportunities, as well as opportunities for Co-ops & Co-branding Proactively works with Sports Marketing, EIM and Retail Marketing teams to maximize the amplification via the PR/media collabs and approaches

 

Management

Manages PR/Media sourcing with purposes, good quality and adidas standards Cultivate relationships with sports journalists, industry analysts, and key media outlets Establishes strong relationships and manages day-to-day activities with relevant agency partners and (media) vendors Monitor media coverage and analyze campaign performance metrics  Manage press kits, spokesperson briefings, and award submissions  Identify partnership opportunities with sports organizations and events 

 

Key Relationships:

Sports Marketing team EIM Manager Global Brand Communication Team Category Merchandising team Media & CRM team Retail Marketing team Regional /HK, Taiwan team

 

Requisite Education and Experience:

Minimum of 3-5 years’ experience in the PR or communication dept. with an international brand, preferably in sports industry University Degree or above. Preferably in a marketing or communications related discipline. Proven track record securing top-tier media placements in sports/lifestyle, preferred strong network within sports media and influencer ecosystems  Understanding of sports culture, athlete endorsements, and fan engagement  Ability to thrive in fast-paced environments with competing priorities  Fluent in English and Mandarin (written and spoken). Mandarin Chinese as native language preferred Passion for sports