Senior Director, Brand - SEA

at  Adidas

Purpose & Overall Relevance for the Organization:
Be the Brand’s face and voice, internally and externally, in South East Asia (SEA) Cluster. Define the overall brand strategy for the cluster; lead the development and implementation of the cluster’s go-to-Market plan and process, with a specific focus on growing the business vertically as well as driving brand desire in SEA.

Key Responsibilities:

• Sharpen the adidas brand’s positioning/perception, while building awareness, engagement and advocacy amongst athletes, consumers and other internal as well as external stakeholders in SEA.
• Develop and drive flawless implementation of a local SEA Go-To-Market (GTM) process (as part of the larger EM GTM process) including category planning, range architecture and assortment planning.
• Engage and influence the EM Brand Marketing team to ensure SEA has adequate, effective and locally relevant tools to implement the SEA GTM plan successfully.
• Lead and steer the alignment of category management and campaign priorities across SEA.
• Represent the commercial & product needs of the SEA countries by directly contributing to EM via key GTM process milestones.
• Drive brand and channel matrix alignment in accordance to defined brand priorities to ensure the brand is presented consistently and effectively across all countries and channels in SEA.
• Constantly analyze the business, product and brand performances, identify opportunities in these areas in the countries to initiate actions so that commercial and brand KPIs can be achieved or exceeded.
• Lead and steer the SEA range selection process, from the EM / Global range to actively contribute to the SEA business targets and ambitions.
• Manage, plan and direct the execution of the SEA brand activation calendar (brand comms, retail marketing, VM and performance marketing) and its activities to drive brand desire and product/campaign/concept sell through across SEA countries.
• Drive and oversee the Marketing Expenses (MaEx) process effectively to manage the MaEx investments in order to optimize Return On Marketing Investments (ROMI) and maximize brand value and increase product/campaign/concept sell through across SEA.
• Participate in the driving of SEA’s Integrated Business Plan (IBP) to ensure alignment between the go-to-Market plan and the cluster’s financial targets.
• Be the communication point between the GM SEA/SEA Countries and EM Brand Team.
• Lead and develop the SEA cluster Brand Team Including Category Management, CTC, Brand Activation , Sports Marketing , Membership and Marketing Operations (MOPs).
• Define the SEA brand marketing operating model, organizational structure, set objectives, and manage workloads and results to achieve goals while adopting best practices and achieving continuous process improvement.
• Ensure high internal and external stakeholder engagement at every level through effective communication, motivation, coaching, training, and development of personnel in the team.
• Identify and develop high-potential talents, to fuel the team’s succession plan and build a high-performance team.

Key Relationships:

• EM Brand Team
• Country Managers
• Country Brand Leaders, Country Omni teams
• EM Channel Leads
• SEA Leadership Team

Knowledge, Skills, and Abilities:

• Ability to develop and implement strategy.
• Proven leadership and management abilities especially in managing a diverse team.
• Strong presentation/communication, negotiation and influencing skills, especially with senior stakeholders within a global matrix organization.
• Broad Marketing experience, with a distinct track record of success and high-level Merchandising knowledge.
• Strong cross-functional and stakeholder management experience across commercial functions (e.g. marketing, sales, etc.) and support functions (finance preferred), as well as different organizational levels (Global, Market, etc.).
• Strong industry knowledge, across divisions—footwear, apparel and accessories.
• Expert understanding of South East Asian markets’ consumers, accounts, economic environment and commercial needs.

Requisite Education and Experience / Minimum Qualifications:

• 12- 15 years of experience in merchandising/product, marketing, sales/retail required. Regional experience preferred.
• University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing, MBA preferred.
• Previous experience in managing a global matrix organization required.
• Sporting goods industry experience required.
• Fluent in English.
• Has lived and worked in different cultures or has substantial experience working in regional teams.
• Willingness to travel upwards of 30% of time.

• Sharpen the adidas brand’s positioning/perception, while building awareness, engagement and advocacy amongst athletes, consumers and other internal as well as external stakeholders in SEA.
• Develop and drive flawless implementation of a local SEA Go-To-Market (GTM) process (as part of the larger EM GTM process) including category planning, range architecture and assortment planning.
• Engage and influence the EM Brand Marketing team to ensure SEA has adequate, effective and locally relevant tools to implement the SEA GTM plan successfully.
• Lead and steer the alignment of category management and campaign priorities across SEA.
• Represent the commercial & product needs of the SEA countries by directly contributing to EM via key GTM process milestones.
• Drive brand and channel matrix alignment in accordance to defined brand priorities to ensure the brand is presented consistently and effectively across all countries and channels in SEA.
• Constantly analyze the business, product and brand performances, identify opportunities in these areas in the countries to initiate actions so that commercial and brand KPIs can be achieved or exceeded.
• Lead and steer the SEA range selection process, from the EM / Global range to actively contribute to the SEA business targets and ambitions.
• Manage, plan and direct the execution of the SEA brand activation calendar (brand comms, retail marketing, VM and performance marketing) and its activities to drive brand desire and product/campaign/concept sell through across SEA countries.
• Drive and oversee the Marketing Expenses (MaEx) process effectively to manage the MaEx investments in order to optimize Return On Marketing Investments (ROMI) and maximize brand value and increase product/campaign/concept sell through across SEA.
• Participate in the driving of SEA’s Integrated Business Plan (IBP) to ensure alignment between the go-to-Market plan and the cluster’s financial targets.
• Be the communication point between the GM SEA/SEA Countries and EM Brand Team.
• Lead and develop the SEA cluster Brand Team Including Category Management, CTC, Brand Activation , Sports Marketing , Membership and Marketing Operations (MOPs).
• Define the SEA brand marketing operating model, organizational structure, set objectives, and manage workloads and results to achieve goals while adopting best practices and achieving continuous process improvement.
• Ensure high internal and external stakeholder engagement at every level through effective communication, motivation, coaching, training, and development of personnel in the team.
• Identify and develop high-potential talents, to fuel the team’s succession plan and build a high-performance team