Assistant Manager Brand Communications, OD/Teamwear

Purpose & Overall Relevance for the Organization:

The mission of the role is to drive the adidas brand as China’s leading sports brand through innovative, integrated communications, with a focus on: 

• PR & Social Content Strategy: Lead strategic planning and execution of brand storytelling across social/digital platforms. 
• Consumer Activation: Develop and execute engagement initiatives to amplify brand love and conversion. 
• IMC Campaign Support: Bridge online-to-offline experiences in cross-channel campaigns. 

 

Key Responsibilities:

PR & Social Content Strategy & Execution

• Develop and implement integrated social/digital content strategies aligned with brand objectives. 
• Direct agencies and leverage partners to create innovative PR/social contents, ensuring consistency with global/local brand narratives. 
• 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
• Leverage data insights to optimize content performance and audience engagement. 

 

Consumer Activation Strategy & Execution

• Design and execute 360° consumer activation plans (e.g., experiential events, influencer collaborations, UGC campaigns). 
• Partner with key stakeholders to align activations with product launches and trade initiatives. 
• Measure impact through KPIs (engagement rates, conversion, sentiment). 

 

IMC Campaign Support (Online-to-Offline)

• Support the IMC campaign from ideation to execution following the aligned time frame.
• Develop rollout plans that are in line with the category focus and ambition.
• Collaborate with Online & Offline landing channels, Sports Marketing, and X-team counterparts to ensure seamless landing. 
• Ensure offline activations (e.g., consumer interaction, pop-ups, retail experiences) amplify conveys as frontier touchpoints to deliver campaign & product messaging. 
• Post-evaluate campaign performance, providing insights into future integration. 

 

Cross-Functional Leadership

• Act as a “Brand Guardian”, ensuring all communications reflect adidas’s innovative and inspirational ethos. 
• Manage agency/vendor relationships, budgets, and timelines for maximum efficiency. 

 

Management

• Manages sourcing of all (locally produced) Brand Communication material at the lowest price while still maintaining good quality and adidas standards
• Assumes responsibility for the (legally) correct usage of the adidas trademarks and logos
• Sources, establishes strong relationships and manages day-to-day activities with relevant agency partners, (media) vendors and external industry partners

 

Financial

• Follows, maximizes and controls the Brand Communication budget as set according to the Marketing Plan
• Suggests future Brand Communication budgets
• Negotiates and develops quotations with vendors by setting clear objectives and expectations
• Evaluates and recommends pricing levels for all Brand Communication purchases

 

Systems and Processes

• • Develops and implements planning and execution processes, follows the marketing plan timely, and that maximizes brand and (n