Brand Communications Assistant Manager

1 week ago

Hong Kong, Central and Western District, Hong Kong SAR China Adidas Full time

Purpose & Overall Relevance for the Organization:

Elevate the adidas brand to be the premier sports label through a strategic Brand Communications approach utilizing an optimal blend of media channels, leveraging Spoma assets and KOL partnerships across various online and offline platforms. Support the Manager in executing a comprehensive Sports Marketing strategy, from identifying opportunities to activating assets, while ensuring budget allocations are recommended and approved by key stakeholders in line with GTM objectives.

Key Responsibilities:

Strategic Planning

Collaborate with the manager to formulate the brand communications strategy in alignment with the marketing objectives for the adidas Sports Performance line, aiming to enhance brand equity and maximize the effectiveness of marketing campaigns and product launches. Analyze competitor activities and contribute insights to formulate necessary counter-strategies against aggressive marketing tactics. Provide comprehensive support in the creation and execution of campaigns in accordance with GTM strategies, encompassing social media, public relations, and other relevant touchpoints. Engage and coordinate with the GCA/Global Sports Marketing team to align and implement the Sports Marketing asset activation strategy. Design and establish an annual Sports Marketing asset activation calendar that reflects the GCA and Hong Kong Sports Marketing strategy. Foster strong relationships with sports clubs and school teams. Set performance targets for Sports Marketing and monitor the implementation of strategies.

Financial Management

Assist in overseeing MWB expenditure reports and tracking documentation. Adhere to internal financial protocols, including management of ongoing commitments and payment requests. Ensure compliance with the advertising and advertorial budget as outlined in the marketing plan.

Systems and Processes

Support the execution of campaign plans effectively. Develop advertising materials, recommending adaptations from global/APAC/GCA toolkits, and collaborate closely with agencies for copywriting, print production, and TV commercial production. Assist the Manager in supporting the GTM process through the creation of Marketing Calendars that align with CtC and APAC/GCA BA teams. Create and oversee media plans, working alongside advertising agencies to establish competitive media advantages for adidas and develop integrated media strategies. Cultivate strong relationships with key media outlets, influencers, and educational institutions. Stay informed about emerging media opportunities. Maintain a comprehensive understanding of the media landscape and pricing structures. Manage the marketing team's inventory and products to meet various marketing activity requirements. Implement a tracking system to continuously gather consumer insights and feedback from completed programs, assisting adidas in identifying new business opportunities and refining marketing strategies. Regularly share marketing communication updates with adidas teams. Develop and implement the advertorial strategy. Perform additional duties as assigned by the immediate supervisor or department head.

Key Performance Indicators (KPIs):

Traffic and conversion rates. Sales and comparable sales figures. Net Promoter Score (NPS).

Key Relationships:

Internal interfaces: The entire Brand adidas Team, Sales, Retail, CtC, Finance, and the adidas APAC/global brand communications team. External interfaces: Advertising agencies, research firms, advertorial agencies, and model agencies.

IT Skills:

Proficient in PC applications. Advanced skills in Outlook, Word, and PowerPoint. Good skills in Excel.

Knowledge, Skills, and Abilities:

Strong understanding of the sports or fashion market. In-depth knowledge of functional sports or fashion products, including footwear and apparel. Strong numerical skills in forecasting, budgeting, and pricing. Passionate about sports and fashion. Excellent communication and negotiation skills. Strong interpersonal and organizational abilities. Demonstrated leadership and time management skills. Ability to manage pressure effectively. Strong analytical capabilities.

Required Education and Experience:

Minimum of 5 years of experience in the marketing department of a global consumer goods brand or an advertising agency serving global consumer goods brands. University degree in Marketing or a related field. Fluency in English and Cantonese; proficiency in other APAC languages is advantageous.

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