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Manager Retail Brand Activation

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Adidas

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Location:
Germany , Herzogenaurach

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Salary:

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Job Description:

Responsible for maximizing the profitability of the Retail sector within a market by positively influencing traffic, conversion, ATV, UPT and profit margin across all store formats by means of perfect execution of consumer-oriented CRM initiatives, marketing campaigns, promotion activities and in-store communication.

Job Responsibility:

  • Define annual priorities of the Marketing Activation teams based on Retail targets and the current Retail performance of the market, and provide information to the team regarding targets and projects
  • Responsible for the development of local Retail Marketing Calendars for concept & franchise stores on Global Retail Marketing Calendars and in alignment with the Retail Merchandising and Brand Marketing teams in the market
  • Responsible for the development of a local Brand Marketing Calendar based on seasonality and business opportunities
  • Ensure perfect execution of retail marketing campaigns, promotional activities and in-store communication tools for Concept & Franchise stores with a focus on brand excellence
  • Ensure that campaign targets are set appropriately, evaluated and reached, and that the budget spend is optimized
  • Share feedback and concerns regarding the effectiveness of Global campaigns with the Global Retail Centre of Excellence (CoE)
  • Responsible for checking the need for local campaigns and promotional activities, taking the results on board and ensuring that all required approvals on the part of CoE Retail are obtained
  • Responsible for the success of new store openings by ensuring that appropriate 360-degree activation plans are developed and implemented and that the corresponding steps are taken if the stores do not deliver the desired performance
  • Ensure that campaign targets are set appropriately, evaluated and reached, and that the Marketing budget is optimized
  • If required, share best practices with CoE Retail
  • Ensure that the local Retail CRM Strategy complies with Global guidelines and supports the market in reaching the Retail targets
  • Ensure that Retail CRM KPIs are set appropriately, that they are adequate and monitored, and that the corresponding steps are taken if the KPI values are not reached
  • Ensure that local Retail CRM marketing materials supplement existing Retail marketing campaigns and promotional activities and that they deliver a positive ROI
  • Know the targets and performance of local stores, understand which Retail Marketing levers have to be activated to impact which KPIs, and know how to activate them if needed
  • Close and cross-functional collaboration with the Retail team in the market in order to proactively evaluate any performance issues (such as continuously decreasing traffic or a particularly weak sales month) and to develop tactical Retail Marketing and/or Retail CRM solutions possibly needed for resolving the issues
  • Co-responsibility for the Retail KPIs, in particular traffic, conversion, ATV, UPT, net sales and profit margin, together with the Retail team in the market
  • Responsible for Retail Consumer Intelligence and for facilitating the successful cross-store launch and implementation of consumer profile mapping in accordance with Global guidelines
  • Identify optimal local retail marketing and retail CRM agencies and/or vendors in terms of both output and cost. Steer contract terms and conditions. Manage relationships with agencies and vendors
  • Own and manage the Marketing Activation budget of the supported stores, ensuring that projects stay within budget and the ME are optimized

Requirements:

  • Degree in business, ideally with marketing and sales focus or equivalent professional experience
  • 4-6 years’ retail or marketing experience
  • Advanced MS Office skills
  • Fluent in English and German
  • Solid business acumen and in-depth knowledge of Retail KPIs
  • Highly numerate with ability to understand and analyze data and produce actionable insights
  • Solid social, networking and negotiating skills
  • Strong leadership, problem-solving and decision-making abilities
  • Geographic mobility

Additional Information:

Job Posted:
January 25, 2026

Employment Type:
Fulltime
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