THROUGH SPORT, WE HAVE THE POWER TO CHANGE LIVES
At adidas, every day is a chance to flip the script. An invitation to take everything
we know and re-invent it. Do it better. Never settling for good enough.
Every day we get up, invent, adapt, improvise, find new ways to collaborate,
and do the unexpected. We’re creators, makers and doers. Helping athletes make a difference, not just in their games, but in their lives and in their world.
It’s an obsession.
We’ve been doing this for more than 65 years. With an unmatched history and tradition of creating iconic products, consumer connections and experiences, we’ve been defining sport culture since the beginning.
And we’re never done.
Come be a part of shaping the future together with us.
Purpose & Overall Relevance for the Organization:
To ensure positive development of adidas brand image and business through traditional and digital PR and Influencer Marketing.
Use brand PR as fast, flexible and cost-efficient communication channel in the marketing mix, in order to achieve the regional/local business objectives, following global guidelines.
Key Responsibilities:
- Direct, develop and execute PR strategies to support Brand-level priority concepts, products, campaigns, athletes, events, and corporate initiatives.
- Lead fusion of editorial and social storytelling as new way of category communication.
- Work in tandem with Newsroom (Social, Analytics) and Brand Marketing (Communications, Digital, and Retail) to deliver results-oriented strategies and programs that increase consumer and trade preference for the brand.
- Analyze business needs and evolving media landscape to create plans that raise adidas profile across a variety of media outlets and platforms.
- Act as a thought-leader in the arena of PR to provide guidance to the Brand team working closely with cross-functional teams to develop breakthrough and integrated communication concepts.
- Establish and maintain key media relationships across traditional and new platforms. Lead the identification and fostering of new media partners.
- Partner with Local Market PR and Corporate Communications counterparts to ensure that category priorities and needs are addressed in global plans with relevant, appropriate support materials and information developed and delivered in a timely fashion.
- Supervise external agencies on category initiatives, setting measurable objectives for new idea generation and media coverage. Manage project/category specific agency budgets.
- Build strong relationship with local media, ambassadors, influencers and agencies.
- Establish and maintain key relationships with media and global partnerships. Create an advocate network (bloggers, etc.) within category landscape.
- Lead and organize media and annual category events (press conferences, interview sessions, media days, originals party) celebrating category products, campaigns and athletes / assets (EIM).
- Work closely with Brand Activation (Communications, Digital, etc) and BU teams to deliver results-oriented strategies and programs that increase consumer and trade awareness of adidas brand messaging, campaigns, products, technologies, innovations and events.
- Corporate PR, cause communication, celebrity management, public affairs, seeding
- Senior stakeholder management & crisis management when needed
- Attend and cascade the global newsroom strategy to clusters across digital publishing, public relations, partner publishing and analytics (trends and insights)
- Manage newsroom calendar and local newsroom content to ensure it adheres to global brand guidelines and comms strategy
- Drive strategic PR initiatives such as press preview, spokesperson training, editorial comms and create effective targeting strategies
- Partner with the SPOMA / EIM teams to activate partner publishing briefs
- Drive newsroom strategy across key campaigns across the calendar and report on key KPIs
Key Relationships:
- Global and Emerging Markets News Room and Social media teams
- Local: local PR agency, local social media agency
- Local: brand ambassadors, local key partners and influencers
- Internal: Product, Activation and Comms teams, SPOMA, Senior management
KPI’s:
- Adidas Brand Health KPIs (Brand momentum, Share of Search Spontaneous purchase intent, etc.)
- Campaign Delivery, Execution & Performance
- Maex tracking
Knowledge, Experience and Capabilities:
- Strategic thinking
- Creative and innovative.
- Good communication (both written and verbal), presentation and facilitation skills
- Advanced level of project and budget management
- Ideas focused, complemented with organizational and project management skills. Excellent interpersonal/communication skills with keen business acumen.
- Good presentation skills Ability to manage internal and external project teams
- Ability to manage highly creative agency resources
- Problem solving mindset.
- Strong networking abilities.
- Industry awareness and market knowledge.
- Ability to enroll key stakeholders and gain support for initiatives
- Social influencer and early adopter / native of social media
- Deep understanding of target consumer and strong cultural connection to category, fitness, fashion, entertainment, sport and media
- Connected with a large and relevant contact book of local influencers
- Passion for the adidas sub brands and enthusiasm/energy for activation
- Ability to co-ordinate internal and external multidisciplinary groups
- Advance skills in Powerpoint, Excel and Outlook
Requisite Education and Experience / Minimum Qualifications:
- University degree required (focus Marketing)
- Advanced degree is a plus
- Min 7-year industry or related experience
- Strong cross-functional experience across merchandising, marketing and sales
- Market experience in sport and/or fashion/lifestyle categories (sporting goods industry preferred)
- Fluent in English and Turkish (both written and verbal)
