Sr. Manager Brand Comms Running

Is responsible for planning, organising and driving the effective implementation of the communication strategy and key campaigns of the Business Unit, with a consumer-driven mindset and local relevance, focused on building credibility and driving sales. It ensures that seasonal activation execution across all marketing channels is consistent with pre-season and in-season organisation and direction. The position sits within Brand Management & Communications and works closely with local SPOMA, Newsroom, CTC, CuMa and Omnichannel teams, LAM business unit teams, global Running teams and external agencies.

• Drive the annual and seasonal Running activation plan, translating Global, Regional and Market priorities into locally relevant campaigns, brand moments and omnichannel activations that contribute to Brand and Business KPIs.
• Define and drive the Running category strategy in line with Global and Regional direction, ensuring alignment with Market priorities and the overall country Brand strategy.
• Lead the localisation and development of Running campaigns and content, ensuring Global concepts are translated into culturally relevant consumer experiences across key touchpoints while maintaining consistency with adidas Brand standards.
• Lead and manage internal and external creative resources, including agency partners, from briefing through execution, ensuring strong creative output, effective ways of working and delivery against agreed timelines and objectives.
• Ensure alignment with key internal stakeholders, including CTC, Sports Marketing, Culture Marketing, Newsroom, Omnichannel, Digital and Regional teams, fostering a consolidated approach to deliver against Running strategic priorities.
• Manage the marketing working budget in line with strategic priorities, ensuring effective allocation, tracking and optimisation of investment across campaigns, activations and key brand moments.
• Identify and develop strategic partnerships with athletes, communities, creators and external partners that strengthen Running relevance, create new consumer opportunities and support long-term brand and business growth.
• Monitor campaign and activation performance against Brand and Business KPIs, developing post-campaign learnings and actionable recommendations to continuously improve effectiveness and inform future planning.

• Broad and deep knowledge of brand marketing and the Running category, combining strategic thinking with strong executional experience.
• Proven experience managing MWB and allocating marketing investment against strategic priorities.
• Deep knowledge and passion for Running, including product, athletes, communities, events and the broader Running culture.
• Solid understanding of the marketing mix, consumer behaviour and how digital, communities and consumer engagement can drive brand and business impact.
• Experience developing innovative strategies and locally relevant consumer activations.
• Demonstrated ability to manage agency partners and influence cross-functional teams without direct management responsibility.
• Excellent project management, planning and presentation skills, with the ability to manage multiple priorities in a fast-paced environment.
• Good understanding of the LAM sporting goods industry, the Running consumer landscape and relevant retail and omnichannel environments.
• A minimum of five years of experience, including marketing experience in the related field of brand communications.
• BA in marketing, advertising or a related field.
• Fluent in Spanish and English.

• MBA is a plus.

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