Purpose & Overall Relevance for the Organization:
As Brand Activation Director, you will own and lead the brand agenda across the Pacific region, spanning Australia, New Zealand, and the Pacific Islands. You will translate global strategy into market-leading execution, driving brand impact and commercial growth through world-class brand experiences and consumer-first activation.
This role shapes the future of adidas in the Pacific, inspiring consumers, building cultural relevance, and creating meaningful connections with the local market. You will bring adidas’ global ambition to life through powerful storytelling, distinctive experiences, and compelling consumer journeys that resonate deeply with local audiences.
Sitting at the intersection of brand, culture, and commerce, you will define and lead the market’s brand ambition, unlocking growth, elevating desirability, and ensuring adidas consistently shows up with purpose, creativity, and impact. Through bold leadership and deep collaboration, you will set the standard for how adidas is experienced, loved, and chosen across Australia, New Zealand, and the Pacific.
Key Responsibilities:
* Own the development and delivery of the local market brand and marketing plan, including relevant local initiatives aligned to global priorities and commercial objectives.
* Lead the strategic allocation and management of MaEx across the market, providing clear direction to Brand Communications, Digital and Omni-Channel Marketing teams to ensure investment is optimized and impact is maximized.
* Lead the development and alignment of the Brand Activation calendar across key GTM milestones to ensure the business is fully supported and able to commit behind priority initiatives.
* Lead the development of the Market Brand Communication strategy to build brand strength, cultural relevance, and commercial performance. Own budget allocation recommendations prior to final approval from the Senior Brand Director, Finance Director, and GM.
* Define and lead the digital strategy to build brand equity, accelerate consumer engagement, and maximize the impact of brand storytelling and product launches across all digital platforms.
* Lead agency briefing processes, manage strategic responses, and ensure all executions are aligned with brand strategy, tone of voice, and global standards.
* Lead and develop the team in line with the company Leadership Framework, building a high-performance culture and strengthening the pipeline of future leaders for the organization.
* Drive Brand KPIs and monitor Brand Health through tracking studies, performance reviews, and ongoing business analysis.
KPI’s:
* Brand Health Tracking (Kantar)
* MaEx management within budget
* AMS accuracy (EIM)
Key Relationships:
* Brand Director
* Pacific Brand Team
* Pacific Leadership Team
* Category Management Team
* Emerging Markets Brand Team
* Finance Team
Knowledge, Skills and Abilities:
* Strong expertise across the full marketing mix: advertising, events, sponsorship, retail, PR, and digital (sporting goods or lifestyle brand experience preferred)
* Proven ability to develop strong local marketing strategies aligned to global frameworks
* Strong marketing budget planning and management capability
* Excellent presentation and communication skills with senior internal and external stakeholders
* Advanced user of the MS Office suite
* Experience working in both market and regional marketing organizations preferred
* Strong people leadership capabilities with demonstrated experience in engagement, performance management, coaching, and talent development
Requisite Education and Experience / Minimum Qualifications:
* University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
* Minimum 10 years’ experience in relevant marketing roles
* Proven track record in senior leadership roles
* Strong background in Sales and/or Marketing
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.
At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage.
– Culture Starts With People, It Starts With You –
By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.
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