Purpose & Overall Relevance for the Organization:

Develop Brand adidas to be the best sports brand in Hong Kong by solid and innovative Brand Communications and Digital activation strategy through the best mix of channels from communities, EIM/Sports athletes, to different online and offline platforms. Build adidas brand sports credibility by planning and executing 360 sports performance activation plans across all online and offline touchpoints along the consumer journey Lead the Development of the Market Sports Marketing strategy, from identification to asset activation, Sign-off recommended budget allocation before seeking final approval from key stakeholders. Lead the development of Digital activation strategy to reach and engage with target consumers in the entire digital ecosystem Act as a brand guardian to provide direction and ensure consistency in Sports brand image across all touchpoints Input into and implement processes that enable the Brand Communications department to follow the marketing plans

 

Key Responsibilities:

Planning

Develop the brand communications, digital and sports marketing plan according to marketing strategy for adidas Sports to continuously build brand equity and maximize the impact of brand campaigns and product launch  Monitor competitors’ activities and sports happening in town provide input or develop necessary reactive plans Provide full support in development and execution of 360 campaigns according to Go-to-Market (GTM) plans and goals Support non-campaign products through own/earn/paid social media platforms and brand websites Collaborate with ecommerce team to support the adidas ecommerce site traffic drive and conversion. Analyze and evaluate campaign effectiveness with supporting data and references Communicate with Greater China Area (GCA)/Global Sports Marketing team to align and execute Sports Marketing strategy across Hong Kong Develop and consolidate Hong Kong Sports Marketing portfolio strategy & MWB plan. Design and develop annual Sports Marketing asset activation plan and calendar based on GCA and Hong Kong Sports Marketing strategy Set Sports Marketing target setting and monitoring of strategy implementation Collaborate with GCA SM, Hong Kong Product, BA teams in developing Sports Marketing strategies in line with global and APAC strategy and direction

 

Financial

Management of MWB spend reports and tracking sheets Follow internal finance procedures; on-going commitment and payment request forms management Plan and develop brand communication, sports marketing and digital activation budget of Sports performance as set per the marketing plan.

 

System and Processes

Provide full support in the execution of 360 campaign plans Develop storytelling brand and products material from global/APAC/GCA toolkits + local adaptation, work closely with agencies Support the GTM process through the development of Marketing Calendars aligned with Product and APAC/GCA BA teams Develop and monitor media plans – work closely with media agency to create competitive media advantages for adidas and develop out integrated and valuable media plan Develop and monitor social content calendar – work closely with social agency to create engaging and reactive social content plan Develop close relationships with key media/influencers/sports association/athletes/communities Ensure that adidas is informed about any new media opportunities Maintain a good understanding of the media market / prices Execute the tracking system to continuously understand consumer insight/attitude and take-away of our completed program, help adidas to identify more business opportunity and adjust marketing strategy Continuously share marketing communication information with adidas teams Develop and execute the brand content/communication plan Ad-hoc duties as assigned by immediate supervisor or department head Ensure on-time and accurate maintenance of AMS database Join regular call or meeting with country/cluster BD for overall exchange of Sports Marketing activity Establish best practices and standards for contract negotiation, inventory management, decision-making processes, maximizing commercial opportunities utilizing rights within the contract & establish future strategic opportunities.

 

People Management

Lead the team to deliver successful marketing campaigns based on agreed KPI Lead in line with the company Leadership Framework principles, and company values. Develop future talents for the organization through #mybest.

 

Training & Development

Identify appropriate training opportunity for the team Identify and develop talents Succession planning Ad-hoc duties as assigned by department head

 

KPI’s:

Brand Search Traffic and conversion Sales, comp sales Social performance MWB Management Sport Marketing spend within guidelines AMS accuracy Sport Marketing Inventory management

 

Key Relationships:

Key interfaces (internal): The entire Brand adidas Team, Sales, Retail, Product, Finance adidas GCA/global brand communications and sports marketing teams Key interfaces (external): Advertising agencies, research houses, social agencies, PR agencies & model agencies, athletes, teams, athlete management and sports associations

 

IT:

Strong PC skills    Outlook: Advanced Word: Advanced Excel: Good Powerpoint: Advanced

 

Knowledge, Skills and Abilities:

Strong knowledge and background of the sports   Deep understanding of functional sports products – footwear / apparel. Strong numeric skills – forecasting/budgeting/pricing.  A sports enthusiast with passion and understanding of sports Effective communication, negotiation and influencing skills Excellent track record of success and Sports Marketing knowledge Time management Pressure management Understanding of contract logics and negotiation dynamics

 

Requisite Education and Experience / Minimum Qualifications:

Minimum of 7 years of experience in the marketing department of a global consumer goods brand or advertising agency serving global consumer goods brands University Degree in Marketing or related field Fluent in English, Cantonese and Mandarin will be beneficial