Key Responsibilities:
Reporting into the Senior Manager Marketing Activation Retail & Franchise, this role is responsible for winning the consumer at the point of purchase while driving Traffic, increase Conversion and NPS (NET PROMOTER SCORE). This will be achieved by landing constant brand activations linked to 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.
Social/PR/AdiClub & Membership
Build store activation content creation plan with the Newsroom & E-com teams, and/or external media partners.
Anticipate store posts and newsletters in the consistent social media roll-out of the Newsroom, e-com team and adidas AdiClub.
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 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 and Barcelona Key City managers teams 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 Influencer Marketing.
Local marketing agencies and vendors for various events and activations.
Procurement