Senior Manager Brand Media Activation
Adidas
Panama City, 8, PA
hace 1 día

Purpose

Overall Relevance for the Organization :

To implement Global media strategy in Latin America ensuring a world class media management is developed, communicated, implemented, measured and improved upon across LAM.

To convert global guidelines and toolkits into tailored LAM media insights and guidelines across adidas Brand (Reason to Believe) and BU (reason to buy) campaigns in a timely and effective manner.

Help BUs and local markets get the best possible campaigns that beneficially affect brand perception and long-term sales.

Coordinate and deliver an integrated media process across Brand, Newsroom, and Traffic Management.

Key Responsibilities :

  • Drive the development and implementation of the LAM media guidelines and media threshold with Key Trading Zone attack for adidas Brand (Reason to Believe) and categories (Reason to Buy) campaigns
  • Work closely with local / regional / and potentially global agency partners, briefing them in a timely manner with BU Brand Comm in a joint media brief, and ensuring all parties follow the agreed ONE MEDIA planning & buying process & comply with the media threshold to deliver best in class media campaigns
  • Work collaboratively with category BU, newsroom, digital activation team, eCommerce analytics team and Traffic Management team to build an intergrated approach to digital media that leverages our spend towards target media KPIs, adidas.com
  • Effectively communicate with regional and local marketing teams to help them understand the specific category campaign objectives, kpis and measurement
  • Work with regional and local marketing teams to understand the nuances of their countries and communicate the media activation needs to Global
  • Organize a seasonal Agency Brand Conference (twice a year) for global / LAM strategic alignment which is participated by media and marketing agencies, local market Brand Comms, and other regional marketing teams
  • Help Regional BUs and local markets get the best out of their media campaigns through various strategies, tactics and media innovations
  • Lead the implementation of best practice across video, search and native advertising in close alignment with Global standards and best practices
  • Be the go-to-person for media expertise focusing on digital and analytics, attribution, campaign flighting, agency management, budgeting and media innovation
  • Drive the creative use of media / AB testing to deliver cut-through campaigns for local markets
  • Work alongside internal teams and media agencies to garner audience insights and build the audience profiling files into effective communications and content distribution strategies
  • Build partnerships with global media owners (such as Google) and tech vendors that widely benefit brand perception and long-term sales
  • Maintain and build upon the global media vision and overall holistic strategy
  • Oversee and maintain various internal and external media systems in close coordination with a media buy agency including media management platform LUMINA, adserver, DSP, DMP, Viewability, A360, DBM
  • Work alongside DTC, BUs and Marketing to evaluate the effect of media activity on the long-term prosperity of business through involvement of econometric and attribution modelling of A360
  • Collaborate with Procurement to understand local market needs and requirements and ensure a media agency are staffed to deliver performance to the brand
  • Design and implement collaboratively with a media agency Media Performance Academy’s schedules for regional certification courses, media training sessions and media partner update.
  • Promote Media Performance Culture 365 across LAM.

    Key Relationships :

  • Marketing (BUs / Digital Activation / Newsroom / E com Analytics, Account Marketing)
  • Media Buying Agency
  • Marketing Agencies
  • Regional Finance / Procurement
  • adidas Group Media Partners
  • Country Brand Comm teams
  • Global Media Counterparts (Media / DBC)
  • Knowledge Skills and Abilities :

  • Fluent and confident English / Spanish speaker comfortable working in an international environment.
  • Planning, implementing and measuring media campaigns
  • Agency management experience. Understanding of media agency set-up, structures and general view of the operating model
  • Experience working with multiple agencies on campaign development and activation
  • Good understanding of digital media and how it fits into the media and marketing ecosystem
  • Strong understanding of Search, Social, Video, Native, Programmatic
  • Ability to work in complex, diverse and pressured environments
  • Strong but empathetic communications approach
  • International experience nice to have but not needed
  • Broad understanding and passion for the sports and / or entertainment industry
  • Exceptional attention to details and analytical mindset.
  • Strong project management and organisational skills
  • Requisite Education and Experience / Minimum Qualifications :

  • University Degree in Business, Marketing or another related discipline
  • Knowledge in digital media buy
  • 8 years + media agency experience
  • 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 the 3Cs : CONFIDENCE, COLLABORATION and CREATIVITY.

  • CONFIDENCE allows athletes to make quick decisions on the field, to reach higher. For us at adidas confidence means acknowledging that we don’t have all the answers.
  • But we are willing to take risks, we try new things. And if we fail, then this is part of our learning it helps us improve.

  • COLLABORATION . Every elite athlete relies on partners : coaches, teammates, and nutritionists. We, too, know that we are stronger together.
  • Winning as one team takes open and candid dialogue, inclusiveness and trust in each other’s abilities and talents.

  • Being the best sports company in the world takes CREATIVITY . No great athlete succeeds by copying their predecessors’ training plans and strategies.
  • We have to be open to new ideas, explore, gain an edge and stand out. Only then can we succeed.

    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.

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