Purpose & Overall Relevance for the Organization :
The role of the direct-to-consumer channel is to preimmunize consumer experience of adidas brand through all touchpoints, be it offline and online.
Raising importance of direct digital touchpoints and personalized interaction with consumers create unique opportunity to drive lifetime loyalty and increase KPIs.
Senior Specialist DTC Activation will assume responsibility to deliver premium consumer experience through all consumer touchpoints and is expected to embrace digital activation opportunity through brand digital ecosystem and proactively acquire new membership program members and create hyper-local activation.
Key Responsibilities :
Execute Omnichannel activation strategy for the DTC channel with ultimate focus on premium experienceacross all consumer touchpointsand driving sport credibility in CZ / SK / HU
Integrate digital tools (e.g. adidas app) & platforms (Google My Business, Social Media FB, IG) into activation plans and drive proactively acquisition of new membership program members
Create Hyper-local activation of Prague & Budapest based DTC stores
Execute DTC activation plan with focus on quality, efficiency, consistency across all consumer touch points
Implement in store communication materials through the lenses of sustainability with minimum carbon footprint possible
Create strong business relation with Retail District Managers and Franchise Managers and conduct regular store visits in given region to understand consumer needs and drive improvements in the stores and online
Create strong busines relation with Brand & Spoma Marketing team and collaboratively utilize brand partners portfolio to drive traffic & conversion in DTC
Regularly analyze store & campaign performance in area of responsibility and proactively drive improvement actions
Lead and develop Senior Specialist DTC Activation CZ / SK / HU in line with adidas Leadership Framework
Manage the DTC activation & depreciation budget (Incl. SWB and MWB) with high ROI
Ensure process speed, efficiency, and follow-up (POS / Digital Agency cooperation, communication flow, reporting, plan execution)
Provide regular feedback on performance of concepts and on toolbox readiness towards Europe
Execute special projects in alignment with EE Media and Brand Activation Team
Play an active role in supporting quarterly franchise sell in meetings
Key Relationships :
Sn. Manager DTC Activation EE
EE Retail & Franchise Team
Visual Merchandising Team
Marketing Master Group Category Leads EE
Media and Brand Activation Team
Net Sales Development
Number of Membership Program members
Budget Management (efficiency, accuracy)
Knowledge, Skills and Abilities :
Working experience in Retail preference is the store experience
Working experience in Digital brand activation will be an advantage
Knowledge of full marketing mix
Knowledge of Digital / Social Media Marketing Tools
Understanding of Premium Consumer Experience
Strong process management skills
Marketing budget management
Strong negotiation skills, strong networking skills
Problem-solving and decision-making abilities
Experience in market organization will be an advantage
Advanced user of MS Office suite of products
Requisite Education and Experience / Minimum Qualifications :
5+ of working experience within a marketing and / or retail environment
Fluent in English, both written and verbal
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 the 3Cs : CONFIDENCE, COLLABORATION and CREATIVITY.
CONFIDENCE allows athletes to make quick decisions on the field, to reach higher. For us at adidas confidence means acknowledging that we don’t have all the answers.
But we are willing to take risks, we try new things. And if we fail, then this is part of our learning it helps us improve.
COLLABORATION . Every elite athlete relies on partners : coaches, teammates, and nutritionists. We, too, know that we are stronger together.
Winning as one team takes open and candid dialogue, inclusiveness and trust in each other’s abilities and talents.
Being the best sports company in the world takes CREATIVITY . No great athlete succeeds by copying their predecessors’ training plans and strategies.
We have to be open to new ideas, explore, gain an edge and stand out. Only then can we succeed.
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.