The Senior Manager of Digital Activation for Emerging Markets South will be responsible for setting the overall media direction for the category whilst also maintaining end to end campaign operations as well as provide critical guidance to eCom ensuring traffic sources are forecasted and tracked to deliver Net Sales to the business.
This role contributes to the overall Media Activation team strategic plans and objectives and works cross functionally to support team needs and the overarching strategic business plan in the Emerging Markets balancing annual targets with agile 90 days objectives.
Primary
To ensure world class media management is developed and implemented, measured and improved upon to drive max traffic to and conversion on adidas.com. To lead the adiClub membership program and ensure all Brand and Product campaigns are executed on site.
Secondary
To help plan, buy and measure the best possible campaigns that beneficially affect brand perception and
long-term sales for the Emerging Markets South, including some markets in Africa.
Key Responsibilities
- Champion medias impact on the wider business to senior stakeholders
- Coordinate and deliver an integrated media process across Brand, Newsrooms and eCommerce for the adidas Brand and categories that is aligned to global strategy.
- Work collaboratively with brand and category Business Units & internal stakeholders to understand the specific campaign objectives.
- Work with local marketing teams to understand the nuances of their countries, media landscape and consumer.
- Manage the regional media agency relationship; to ensure the best quality output is delivered across media strategy, planning, buying, adops, measurement and partnerships.
- Lead the end-to-end media planning/OTIF process and ensure a proactive feedback loop on campaign learnings is delivered to influence future guidelines and toolkits.
- Ensure guidelines are understood and adhered to when reviewing media plans.
- Identify and drive media partnership strategy in EM with regional media/tech vendors; drive synergies within market/cluster/country to benefit brand perception and long-term sales.
- Lead agency integration of global partnerships and manage regional negotiations with the global framework.
- Be the go-to person for media expertise and lead the implementation of best practice across all channels in alignment with adidas Global standards.
- Stay up to speed on latest media trends and share broadly.
- Drive the media agenda internally and push for creative use of media to develop award winning integrated media campaigns that keep the consumer at the center of all activations.
- Collaborate with measurement, finance and procurement to evaluate the effect of media activity on the brand & business.
- Oversee various internal and external media systems and ensure the team is adhering to best practice use & maintenance including media management system, ad server, DSP, DMP, Verification and Attribution MMM.
- EM South Brand department
- EM South Commercial Channel Partners
- Emerging Markets Brand/Category Bus
- Emerging Markets Newsroom
- Emerging Markets Media Agency network
- EM South Media Agency
- Tech vendors, Media Owners, Finance, Legal, Consumer Insights & Analytics team
- Brand KPIs contributing towards the improvement of brand perception:
- Search optimization
- Paid Media strategy
- Membership & CRM strategy & acquisition targets
- Sales KPIs contributing towards the long-term financial growth of the company
- eCom Net Sales
- Membership Revenue targets
- Paid Media Revenue targets
- Planning, implementing and measuring media campaigns
- Experience planning and/or buying media in a local market & regional market
- Experience working with multiple agencies on campaign development and activation (from agency or client side)
- Full understanding of digital media and how it fits into the media and marketing ecosystem
- Good knowledge of media KPIs what are useful and what are questionable
- Experience of either creating or assessing media plans across all media types
- Understanding of the performance marketing landscape, tools, optimizations and success factors that derive Net Sales
- Ability to work in complex, diverse and pressured environments
- Ability to handle multiple projects at one time
- Quantitative and analytical thinking
- Excellent written & presentation skills
- Strong but empathetic communications approach and experience at relationship management within a complex matrix structure
- International experience preferred
- Broad understanding and passion for the sports and/or entertainment industry
- Inquisitive, insightful and thoughtful
- Empathetic yet prepared to challenge and question the norm
- Hard worker
- Process and solution-oriented with an attention to detail
- Innovative thinker
- Can independently prioritize and manage workload
- Collaborative by nature. Able to partner with internal and external teams and is flexible to variable team dynamics and cultures
- Degree in Media Activation & Digital commerce
- 10+ years media experience
- Experience in eCOM environment driving performance marketing
- Preference for candidates who have broad media experience across agency, client, platform, marketplace or media solutions provider.
- 4-5 years People Management experience
