Manager Brand Communications - Lifestyle

Leads Brand Communications for Lifestyle, covering both Originals and Sportswear, translating global and regional brand direction into locally relevant strategies and integrated campaigns for the Chilean market. It connects brand, product, consumer and business, building desire and cultural relevance while supporting product launches and commercial priorities. The position works closely with Product Marketing, Category Management and cross-functional teams spanning Cultural Marketing, Media, PR, Social, Digital, Commercial, Finance and Procurement, as well as external agencies, talents and cultural communities.

• Lead the Brand Communications strategy and execution for Lifestyle across Originals and Sportswear, ensuring both categories are represented according to brand, product and business priorities.
• Translate global and regional brand strategies, calendars and creative direction into locally relevant plans and activations for the Chilean consumer.
• Lead integrated 360° campaigns, connecting brand storytelling with product launches, consumer insights, media, PR, social, influencers and relevant consumer touchpoints.
• Partner closely with Product Marketing and Category Management teams to understand product priorities, assortments, launch calendars and channel needs, connecting product storytelling with key commercial moments to support product consideration and sell-through.
• Build strong cross-functional alignment across Brand, Product, Commercial and channel teams to ensure consistent and impactful execution across the marketplace.
• Identify relevant consumer, fashion and cultural trends and partner with Cultural Marketing to connect campaigns with relevant talents, communities and cultural moments, translating these into opportunities that strengthen adidas' position within Lifestyle.
• Monitor campaign effectiveness across brand health, reach, frequency, consideration, share of voice, media efficiency, influencer performance and product or sales results, translating insights into clear optimisation actions.
• Manage the Lifestyle Brand Communications budget, ensuring effective investment allocation, ongoing tracking and alignment with approved plans and priorities.
• Lead agency relationships and creative processes, from briefing through content development, production and execution, ensuring brand consistency and high-quality output.
• Lead and develop the team, setting clear expectations, strengthening capabilities and building a strong talent pipeline for the future.

• Bachelor's degree in Marketing, Communications, Advertising, Business Administration or a related field.
• 5+ years of relevant experience in Brand Marketing, Brand Communications, Product Marketing or related functions.
• Proven experience developing and executing integrated 360° brand and product campaigns, from strategy and briefing through execution and performance analysis.
• Strong product marketing experience, with a solid understanding of product portfolios, lifecycle, launch strategies, channel dynamics and the connection between communication investment and commercial performance.
• Proven in-house experience within a brand or consumer-driven company, with direct responsibility for brand and product marketing strategies, business priorities and commercial outcomes; candidates with exclusively agency-side experience will not meet the requirements for this role.
• Experience within an international organisation, working with global or regional strategies, guidelines and calendars and translating them effectively into local market execution.
• Strong analytical mindset, with experience using brand, media, consumer and commercial KPIs to evaluate campaign effectiveness, optimise investment and inform future decisions.
• Proven experience managing significant marketing and communications budgets, with strong planning, prioritisation and investment management capabilities.
• Experience leading creative, media, PR and/or production agencies and managing complex external partnerships.
• Strong stakeholder management and influencing skills, with the ability to navigate a highly collaborative and matrixed organisation.
• Previous experience leading and developing people, with the ability to build capability and support talent growth.
• Strong understanding of the Lifestyle consumer and genuine connection to fashion, sneakers, sport and contemporary culture.
• Ability to balance creativity with commercial thinking, connecting powerful brand storytelling with product and business objectives.
• Professional proficiency in English, with the ability to collaborate effectively with regional and global teams.

• Experience in beauty, fashion, sports, apparel, footwear, FMCG, entertainment or other consumer-driven industries is highly valued.