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Sr. Specialist Brand Comms Sport EM
SR. SPECIALIST, SPORT BRAND COMMS, EMERGING MARKETS HUB - STA
Emerging Markets
Department: Brand (BD-2)
Direct Reporting Line: Sr Manager Sport Brand Comms
Subsidiary/territory: EM Hub
Location: Gurgaon, India
GSMS Grade: P1
Number of Personnel Managed Direct 0
Purpose & Overall Relevance For The Organisation

• Support Sr Manager Sport Brand Comms to review the final seasonal comms plan set by Global and define the overall concept strategy for EM, considering the current situational analysis of each Cluster, as well as different consumer and distribution channel needs
• Align with Global BU's pre-season at GTM checking to provide initial market on seasonal GTM plan from a comms perspective.
• Enable clusters to effectively drive hyperlocal relevance with Comms Frameworks.
• Align with EM horizonal team leads - EM BU CTC, Newsrooms, Brand Planning, Omni channel, Digital Activation, SPOMA, Media and Membership to ensure horizontal relevance of concepts across the EM seasonal calendar.
• Assist in driving key business KPIs related to seasonal GTM plan: Product sell through, Campaign Reach, Engagement, Buzz and Sentiment
• Implement the EM E2E process per key concept to deliver against seasonal KPIS

Key Responsibilities

• Support the EM Senior Manager Sport Comms to review and establish a clear annual and seasonal investment strategy in line with Global BU guidance
• Implement the seasonal E2E milestone: Plan, develop and implement key campaign concepts for EM in partnership with key stakeholders to deliver with best in class thinking, frameworks, tools, strategies, storytelling and reporting across Clusters
• Ensure optimal delivery of comms framework and tools across the channel mix for each concept launch per Cluster (media strategy, retail, PR, SPOMA/EIM, .com and CRM, trade marketing, communities, activations and events and owned digital channels)
• Project management of community activities across Clusters: communicating seasonal strategy, Cluster strategy creation, regular Cluster touch bases, KPI setting and monitoring, community inclusion in the E2E concept management process, monthly community alignment with Global team, regular Cluster touch bases
• Concept reporting as and when required to Global BUs

KPIs

• Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, Category Market Share vs. plans within EM etc.)
• EM Direct Category Contribution vs. Plan
• EM BU Net Sales, Category growth, FPST and DTC/.com traffic
• Improvement in our Brand Health KPIS (Message Association Engagement, Buzz, Positive Sentiment) Spontaneous purchase intent, etc.).
• On-time and quality deliverable through EM GTM and Brand Planning Milestones.
• On-time and quality deliverable of campaign tools.
• On time launch of campaigns.
• Quality of recommended and executed initiatives to maximize brand and product exposure and are implemented at industry leading standards.
• Integration of ideas with other disciplines.

Key Relationships

• Global Marketing team
• EM Newsroom, Brand Planning, partnership teams
• EM BU teams
• EM Omni, DA, Membership, CRM
• Country Cluster Brand Communication team
• External Agencies and partners

Knowledge, Skills And Abilities

• Passionate about sports and marketing
• Knowledge of the full marketing mix (media strategy, retail, PR, SPOMA/EIM, .com and CRM, trade marketing, communities, activations and events and owned digital channels
• Commercial acumen to build a category strategy and effectively drive its execution - good numerical and analytical skills
• Good understanding of the consumer campaign creation process from brief through to execution
• Self-starter and proactive mindset, ability to think end-to-end
• Ability to work in a fast paced, agile environment with different international cultures
• Strong organisational skills
• Very good communication (both written and verbal) skills, presentation and facilitation skills
• Ability to travel as required
• Fluent in English

AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE'S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE: THIS IS HOW WE WIN WHILE PLAYING FAIR.

• COURAGE: Speak up when you see an opportunity; step up when you see a need..
• OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
• INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
• TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
• INTEGRITY: Play by the rules. Hold yourself and others accountable to our company's standards.
• RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.
Job Title: Sr. Specialist Brand Comms Sport EM
Brand:
Location: Gurgaon
TEAM: Brand Management & Communications
State: HR
Country/Region: IN
Contract Type: Limited Duration
Number: 531842
Date: Jul 17, 2025
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