Senior Manager Brand Communications Lifestyle- EM South

This role leads the Lifestyle category across EM South, operating at the intersection of sport and culture. It translates global strategies into locally relevant narratives, partnerships and activations, and is accountable for building adidas' cultural relevance across the market. The role drives brand heat and consumer connection through brand building initiatives that deliver against brand equity and commercial growth objectives.

• Lead the localisation and execution of the EM South Lifestyle Brand Activation strategy across Originals, Sportswear, Statement, PR and EIM.
• Own and drive the Lifestyle Brand Activation calendar, leading campaign planning and execution to deliver against key business and brand priorities.
• Leverage consumer, cultural and market insights to inform strategy, identify opportunities and guide decision making.
• Develop locally relevant communications and activations that resonate with consumers and strengthen adidas' cultural relevance.
• Guide the conceptualisation, development and scaling of experiential marketing initiatives and events, including Originals Studio.
• Act as the custodian of Lifestyle's intersection with the broader sport categories, creating cross-functional synergies that leverage the brand ecosystem, partners and assets to enhance brand credibility.
• Manage strategic relationships with agencies, creators, contracted partners and other external stakeholders, in close collaboration with Sports Marketing.
• Own the Lifestyle marketing budget, ensuring effective investment allocation, measurable ROI and optimisation of spend across key moments and initiatives.
• Lead and develop a team of direct and indirect reports, setting a clear vision, fostering collaboration and driving high performance.
• Deliver against category net sales and margin, market share of categories, full-price sell-through, brand sentiment and health metrics, and media and PR performance KPIs.

• Extensive experience across the brand communications mix, including media, PR, events, sponsorships, retail and experiential marketing.
• Deep understanding of local sport, fashion, music, art and creative communities.
• Proven ability to localise global campaigns and strategies to drive meaningful consumer impact.
• Strong written, verbal and presentation communication skills.
• Demonstrated experience leading and developing highly collaborative teams.
• Strong stakeholder management capabilities across internal and external partners, including agencies and EIM partners.
• Experience managing marketing budgets and performance tracking.
• Advanced proficiency in Microsoft Office.
• University degree in Business/Marketing.
• Minimum of 10 years professional experience specifically in Marketing.
• Fluent in English.

• Experience within a global brand environment.
• Experience working within both market and above-market organisational structures.

Adidas believes that embedding diversity, equity and inclusion into its culture and talent processes gives employees a sense of belonging and the brand a competitive advantage.