PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION
The Manager Brand Communications develops an integrated, through-the-line, marketing communications package to support adidas’ EMC marketing and business objectives. Drive an effective and efficient brand activation across all communication touchpoints across EMC countries, focusing on UAE, Saudi Arabia, and Egypt, with full alignment between the Emerging Markets Hub and local EMC team. Develop and ensure excellent implementation of adidas activation across 360 channels, full funnel: for own retail, wholesale accounts, eCom, CRM, social media & PR, while providing respective contents for digital activation across brand and performance media.
KEY RESPONSIBILITIES:
- Drive the execution of the EMC Brand Marketing activation calendar for adidas Sports Performance categories.
- Full management of the Marketing Working Budget for adidas Sports Performance categories across EMC with support from the Senior Manager Brand Communications.
- Lead in strategic planning phase of the brand communication activities for the EMC in close collaboration with the Brand Communication leadership and the Brand Communications Director.
- Develop Comms plan grounded in consumer insight, strategic objectives, market needs and global plans. This requires iteration, giving and taking in feedback from core internal partners, pivoting, when necessary, until a final plan is made
- Leading the development of all toolkits from briefing to distribution and to activation. Localization of global toolkit, or local creation.
- Manage consumer and competitive knowledge information, tools and processes with internal and external partners to ensure insights inform briefs and plans.
- Lead in the development of strategic plan, calendar, and tool kits to inform own retail, eCom, social media & PR, media, and Key Account planning and execution.
- Responsible for the selection, briefing and daily management of internal and external resources (agencies) in category and campaign briefings and execution.
- Maintain close strategic ties with EM hub and key countries counterparts.
- Manage a cross functional team, and lead activations to ensure a consistent and consumer relevant message is brought to life in the EMC market across all key touchpoints
- Work in partnership with cross functional team on strategic plan through execution and reporting – and make recommendations for iterations and change, driving Share of Search and local business goals.
- Focus on our local contracted partners (athletes, clubs, cultural partners) and work directly with Sport Marketing team to activate on the ground and launch products.
- Work across categories to identify synergies and opportunities to grow adidas Sports Performance category
through the lens of sports, style and culture. - Manage Comms involvement in cross-functional initiatives, such as grassroots programs, media partnerships, and league and team partnerships.
KPI’S
:
- Share of Search
- Growth Market Share within EMC.
- EMC Direct Category Contribution vs. Plan.
- EM Net Sales, Category growth, DTC/eCom traffic.
- MWB compliance.
KEY RELATIONSHIPS:
- Reporting to Brand Communications Senior Manager
- Brand Activation team
- EM Hub Brand Communications
- EMC Categories Brand Comms and CTC
- EMC Key Countries Senior Leadership and activation managers
- OMNI and Wholesale teams
- Social & PR team
- Digital activation team (media, membership, eCom)
- NTP, Finance and Legal
- Sports Marketing
- External partners (Agencies, Brand Partners, etc.)
KNOWLEDGE, SKILLS AND ABILITIES
:- Manager with significant marketing knowledge of the full funnel marketing mix and experience in sports and/or fashion/lifestyle categories.
- A team player with strong interpersonal skills and can-do mentality
- Advanced skills across all Microsoft office software (specifically powerpoint slide design and excel)
- Good at building relationships across a variety of levels
- Strong negotiation skills
- Proactive planning with strong problem-solving capabilities
- Motivate and develop a team of brand marketing professionals
- Strong cross-collaboration skills
- Marketing budget management.
REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:
- 6 to 8 years of marketing or communication experience in a sports/lifestyle-related field
- 2+ years of experience managing a team or cross-functional projects leadership
- Degree educated preferably in a Marketing discipline
- Equivalent combination of education and/or experience may be substituted for degree
- Fluent written and spoken English language skills. Proficiency in Arabic is a plus.
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.
AT ADIDAS, WE STRONGLY BELIEVE THAT EMBEDDING DIVERSITY, EQUITY, AND INCLUSION (DEI) INTO OUR CULTURE AND TALENT PROCESSES GIVES OUR EMPLOYEES A SENSE OF BELONGING AND OUR BRAND A REAL COMPETITIVE ADVANTAGE.
– CULTURE STARTS WITH PEOPLE, IT STARTS WITH YOU –
BY RECRUITING TALENT AND DEVELOPING OUR PEOPLE TO REFLECT THE RICH DIVERSITY OF OUR CONSUMERS AND COMMUNITIES, WE FOSTER A CULTURE OF INCLUSION THAT ENGAGES OUR EMPLOYEES AND AUTHENTICALLY CONNECTS OUR BRAND WITH OUR CONSUMERS.
JOB TITLE:
Manager Brand Communication, EMC
BRAND:
LOCATION:
Dubai
TEAM:
Brand Management & Communications
STATE:
Duba
COUNTRY/REGION:
AE
CONTRACT TYPE:
Full time
NUMBER:
533628
DATE:
Aug 27, 2025
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