PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION
Drive effective and efficient brand activation across WHS multi-channel ecosystem by translating global and local strategies into impactful market execution.This role ensures strong cross-functional alignment across Local Brand Communication, Business Units, Assortment Planning, and Wholesale Sales, delivering brand-led and channel-specific campaign activation that maximizes sell-through, increases account share of business (SOB), and accelerates digital and retail performance.
Key Responsibilities
- Strategy & Planning
- Develop and execute integrated WHS brand activation strategies aligned with overall marketing and business objectives.
- Identify key consumer segments for each wholesale account and design tailored communication strategies within brand guidelines.
- Own WHS marketing calendar planning and execution, integrating global campaigns, local priorities, and account-exclusive initiatives.
- Build structured activation roadmaps by channel and account to ensure focused execution on high-impact moments.
- Partnerships & Cross-functional Collaboration
- Build and maintain strong working relationships with key WHS partners (e.g., ABC Mart, Musinsa, Shoemaker, fashion & sports specialty retailers) and internal channel teams.
- Partner closely with CM and SPOMA teams to drive authentic brand endorsement through influencer and athlete seeding and incubation programs.
- Manage cross-functional collaboration with Brand Communication, Retail Marketing, VM, Digital Activation, and Culture Marketing to deliver fully integrated activations.
- WHS Channel Marketing Execution
- Plan and execute content creation, localization, events, product launches, and trade marketing activities across WHS accounts.
- Ensure all activations are executed consistently in line with global and local brand guidelines.
- Work in close partnership with RMK and VM teams to deliver best-in-class in-store execution and collaborate with BC and DA teams to drive integrated digital storytelling that strengthens brand presence and elevates consumer experience across touchpoints.
- Sales Enablement & Performance Analysis
- Provide WHS sales teams with effective marketing tools, materials, training, and campaign guidance to drive sell-through.
- Track and analyze campaign performance, consumer feedback, and account insights to optimize activation effectiveness.
- Leverage market trends, consumer behavior, and competitive analysis to continuously refine strategies and execution.
- Budget & ROI Management
- Own and manage WHS brand activation budgets to ensure efficient resource allocation and cost control.
- Monitor ROI and ROMI, driving performance optimization through disciplined planning, execution, and evaluation.
KEY PERFORMANCE INDICATORS (KPIs)
- NPS (Country / Key City / Key Category)
- Net Sales
- Full-price Sell-through Rate
- Account Share of Business (SOB)
- Compliance with MaEx Guidelines
- Monthly MaEx Accuracy vs. RFC LE
- ROMI (Return on Marketing Investment)
- Year-end Marketing Inventory Level
KEY RELATIONSHIPS
- Brand Activation
- Business Units
- Assortment Planning
- Wholesale Sales (Multi-account manager)
- Planning & Media Activation, Culture Marketing, Sports Marketing,Retail Marketing, Visual Merchandising, Digital Activation
- External partners
KNOWLEDGE, SKILLS & ABILITIES
- Strong understanding of full marketing mix (advertising, events, sponsorship, retail, PR, digital), preferably within a global brand or sporting goods environment.
- Proven ability to translate global strategies into strong local execution.
- Solid experience in marketing budget planning, management, and ROI tracking.
- Strong communication and presentation skills with internal and external stakeholders.
- Advanced proficiency in MS Office.
- Experience working across both local market and regional/global marketing organizations preferred.
- Strong collaboration, project management, and execution capabilities.
- High level of ownership, accountability, and problem-solving mindset.
- Fluent in English; fluent in Korean preferred.
EDUCATION & EXPERIENCE / MINIMUM QUALIFICATIONS
- Bachelor’s degree in business, Marketing, or related field, or equivalent professional experience.
- 6 years of experience in marketing, brand activation, or channel marketing roles.
- Experience in wholesale, retail, or sales-driven marketing environments is strongly preferred.
- Experience working within multi-business and multi-channel organizational structures preferred.
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.
