Brand Communication Manager Football

Manages brand communications for adidas Football Business units to build brand momentum around Football moments and partners endorsed by adidas, such as FIGC and AS Roma, as well as selected cross-category campaigns. It plans effective implementation and excellent execution, drives strong consumer engagement and supports sell-out. The role manages integrated plans according to guidelines, brand standards and business objectives in the country.

• Develop, steer and execute country category activation plans that land a holistic approach with Euro/Global campaigns across all communication channels, including comms, media, PR, social, digital and events, in collaboration with horizontal and vertical BU teams.
• Develop and steer dedicated activation plans for adidas partners such as FIGC, AS Roma, Como and players, aligning advanced comprehensive plans with Global BU across all communication channels, including comms, media, publishing, PR, digital, e-commerce and events
• In collaboration with horizontal and vertical BU teams and Sports Marketing.
• Ensure all consumer touchpoints, including comms, channel marketing, sport marketing and culture marketing, are aligned and connected to deliver a seamless consumer journey across digital and physical.
• Implement and execute the proper media mix to achieve and maximise strategic objectives, with an upper- and mid-funnel focus.
• Define, in close collaboration with the media agency, the partners that best suit the campaign or product to be advertised.
• Assure Football brand image consistency and coherence across all channels, guaranteeing synergies and alignment with brand guidelines, brand positioning and standards.
• Look for localisation opportunities to empower brand visibility, partnerships and appeal across all touchpoints, in owned and earned properties.
• Implement media integrated communication plans, consumer activations and specific projects in line with objectives and brand positioning.
• Drive and execute the publishing strategy, including PR, partner and digital publishing, and deliver compelling storytelling for the Football category across key media and adidas partners on traditional and new platforms, ensuring brand stories are amplified with consistency, scale and impact.
• Manage and measure communities, and coordinate and keep up to date the bases and adidas touchpoint to drive consumer engagement.
• Brief and manage communication events agencies, media and partners for effective brand initiatives that sustain category plans, guarantee brand consistency and executional excellence.
• Contribute to the creation of the seasonal cross-category brand comms plan for the respective project or area of responsibility.
• Implement KPI setting for all plans and initiatives, and be responsible for qualitative and quantitative analysis and reports to monitor the effectiveness of implemented projects and ensure brand excellence, with all plans and initiatives on-budget and on-time.
• Monitor activities to evaluate return on investment and manage budgets.

• 4–7 years of marketing/communication working experience.
• Experience in brand marketing and/or sales.
• Project management experience.
• Advanced user of MS Office suite of products.
• Experience in consumer events management and execution, from niche to larger scale.
• Consumer- and customer-minded brand builder with an implementation-driven personality.
• Experience with the digital production process and the technical nature of developing digital marketing initiatives.
• Experience managing communications touchpoints and knowledge of the evolving media landscape and its KPIs.
• Understanding of key digital success metrics along the consumer journey on- and off-site.
• Ability to manage or collaborate with internal and external multidisciplinary groups.
• Strong sport industry knowledge.
• Passion for sport, football, lifestyle, technology, e-gaming, trends in consumer behaviour and the evolution of the communication landscape.
• Extensive knowledge of social media platforms and understanding of editorial planning, particularly across the PR and social landscape.
• Fluent English, written and spoken.
• Strong presentation skills.

• Fluent in local language, if applicable.
• Experience in the sporting goods industry.
• Knowledge of lifestyle.

• Salary starting from 45k
• Annual Bonus (10%)

• Meal vouchers
• Employee discounts online and in-store
• Employee Assistance Plan (EAP)
• Welfare and Corporate benefits programme
• Learning and Development Opportunities
• Exposure to international brand

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