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Marketing Activation Specialist

hace 1 mes

Barcelona, España adidas A tiempo completo

Purpose & Overall Relevance for the Organisation:

 

  • To lead and grow a strong and successful in-store link between the consumer retail experience and the adidas brand in the adidas Brand Center store in Barcelona by connecting, engaging, enabling and inspiring the Key City relevant communities and influencers 365 days a year, building an authentic and long-term relationship with them.
  • Leads and drives best in class retail event activations & marketing initiatives and supports the vision & future of the adidas brand in the Barcelona store.

 

Key Responsibilities:

 

Reporting into the Senior Manager Marketing Activation Retail & Franchise, this role is responsible for winning the consumer at the point of sale while driving Traffic, increase Conversion and NPS (NET PROMOTER SCORE). This will be achieved by landing constant brand activations linked to the adidas Marketing calendar, key product launches and hot moments in the city.

 

Store Activation Strategy

 

  • Ensure, that the best of the best of adidas, including the most exciting technology innovations, exciting hyper local stories, consumer experiences and in store events, will be showcased in the Barcelona Brand Center store.
  • Define yearly marketing activation priorities, KPIs (KEY PERFORMANCE INDICATORS), budget and calendar based on the Global and European activation calendar and toolkits while also leveraging local opportunities (partners, local holidays, heavy tourist periods, product ranges, local sports moments) within adidas Barcelona and the audience in mind.
  • All Plans shared and agreed by all relevant stakeholders (Retail Marketing, Brand Marketing, Key City, and Operations)
  • Create reports dedicated to local and global teams.
  • Be responsible for coordinating and overseeing the correct development of the activations, being present at the events.
  • Ensure a great communication flow and relationship with the main retail stakeholders, to build the appropriate team environment to make the most of the Barcelona Brand Center.

 

Social/PR/AdiClub & Membership

 

  • Build store activation content creation plan with the Newsroom team, and/or external media partners.
  • Ongoing focus on Adiclub as one of the most important adidas communities.
  • Leverage existing communities (e.g., adidas Runners), Entertainment and Influencer Marketing and Sports Marketing partners to amplify the overall store plans.
  • Actively drive the achievement of set AdiClub & membership targets. Ensure relevant campaigns are linked with the membership programs – find new ways to connect physical and digital retail.

 

Instore Connection

 

  • Constant connection and collaboration with the adidas BC Barcelona Management team to support a smooth and consistent process for Marketing Activation events.
  • Know all adidas Barcelona KPI targets and how to achieve them to further support commercial opportunities in the store through activations and events.
  • Proactively ensure all store staff are informed and educated to a high standard about plans in close cooperation with District Manager, Store Managers, and the Consumer Experience Team.
  • Develop state-of-the-art hyper local campaign executions to ensure an exciting and flawless consumer experience considering all relevant store touchpoints (windows, digital tools, launch zone, category lead-in etc.)
  • Establish a network of local partners / agencies to deliver bespoke solutions.
  • Work within budget / On time in full.

 

Team Management:

 

  • Build a strong internal network with back-office teams to enable creating a speed boat way of working.
  • Know and use internal tools for daily efficiency (Ariba, MWB tracker, GROW, Ariba, DAB, NOVA etc)

 

Key Relationships:

 

  • Iberia Omni channel including VM for support in delivering the brand campaigns.
  • Iberia Retail organization, Retail Director, District Director, and Store Managers.
  • Brand Marketing team for connecting to the Brand strategy and build locally relevant influencers relationships, to drive traffic and raise awareness of the store.
  • Iberia Sports Marketing, PR, Entertainment, and Culture Marketing.
  • Local marketing agencies and vendors for various events and activations.
  • Procurement, Legal, Health & Safety

                            

Knowledge, Skills and Abilities:

 

  • Experienced in being consumer obsessed, putting the consumer journey at the heart of everything to encourage brand awareness, conversion, engagement and traffic.
  • Great attention to detail with strong event management experience
  • Strong knowledge of the City’s sports, entertainment and influencer scene.
  • Strong connection with the city communities and city government.
  • Ability to juggle multiple tasks while staying calm under pressure with strong organizational and project management skills.
  • In-depth knowledge of Retail KPIs
  • Creative and innovative, being proactive with ideas and always seeking new ways of working.
  • Confident nature to bring innovative ideas to the table and present them to senior stakeholders.
  • Passion for sport, the adidas brand and enthusiasm/energy for activation. Barcelona lover.

 

Requisite Education and Experience / Minimum Qualifications:

 

  • University degree in marketing and sales or equivalent professional experience.
  • 3-5 years retail or marketing experience (minimum 1-2 years retail marketing experience essential)
  • Experience of relevant PR / marketing / events is a must.
  • High level, spoken and written, of English (C1)