Senior Manager Sports Marketing

THROUGH SPORT, WE HAVE THE POWER TO CHANGE LIVES

At adidas, every day is a chance to flip the script. An invitation to take everything
we know and re-invent it. Do it better. Never settling for good enough.

Every day we get up, invent, adapt, improvise, find new ways to collaborate,
and do the unexpected. We’re creators, makers and doers. Helping athletes make a difference, not just in their games, but in their lives and in their world.

It’s an obsession.

We’ve been doing this for more than 65 years. With an unmatched history and tradition of creating iconic products, consumer connections and experiences, we’ve been defining sport culture since the beginning.

And we’re never done.

Come be a part of shaping the future together with us.

Purpose & Overall Relevance for the Organisation:

Lead the development of strategic oversight of the execution of the Global and EM Sponsorships (SpoMA) & Entertainment and Influencer Marketing (EIM) strategy, ensuring consistent deployment throughout EM Turkey whilst delivering on all relevant Brand KPIs with focus on Share of Search. Lead the implementation and execution of all SpoMa& EIM activations along the defined partner calendar, optimizing all partners and supporting the key brand moments. This entails leveraging key athletes and brand partners to deliver strong local adidas brand visibility and activation presence. 

Support GTM planning and identify to build SpoMA & EIM portfolio in Turkey, in line with overall brand and business objectives. Drive relationships across the SpoMA & EIM portfolio and develop strategic framework & positioning strategy for the portfolio.

Key Responsibilities:

• Develop and deliver a strategic plans for SPOMA and EIM approach in EM Turkey
• Manage EM Turkey SpoMA &EIM portfolio according to Global/EM direction, including budget allocation, contracts, relationship and activations.
• Lead in identifying and signing the best current and next generation athletes across football, running, outdoor, training and specialist sports in Turkey
• To service SpoMA & EIM Partners and Clubs, Federations (excluding Football Clubs & Federations) including negotiating and maintenance of contracts.
• Act as liaison between players, athletes and adidas internal departments, including brand activation, omni-channel PR/newsroom and sales.  
• Create, manage and execute activation overview Commercial Activations with focus on EM Turkey top priorities (e.g. push E-com, consumer loyalty (adi Club), and DTC&WWTW)
• To lead the fully transparent development and management of contracted players and athletes’ seeding program.
• Create partner profile overview for EM Turkey and keep it updated at all time: contract period, contract value, partners priority relevance, Social Media stats per channel, tracking of contractual appearances and encouraging optimal social media presence of adidas amongst brand partners
• Monitoring partner portfolio budget and create mid to long term plans for increased budget efficiency and effective use.
• Create partner ROI overview and provide monthly activation ROI report per partner.
• Share knowledge and insights of the industry landscape to improve cross functional teams’ understanding of the broader sporting landscape.
• Provide a clear vision and direction to internal teams and external partners with relevant objectives and KPIs based on global guidelines and regional insights.
• Recommend and participate in the planning for future adidas projects and partnerships.
• Evaluate purpose-related synergies between contracted partners and adidas.
• Work closely with the Brand Activation team to develop and leverage athlete and player opportunities across their ‘owned’ social media platforms and key adidas brand channels.
• Facilitate promotional appearances of adidas contracted players/athletes and meet and brief adidas contracted assets for promotional appearances.
• Comply with CAF procedures and P&L construction for new partners or renewals according to SpoMA & EIM strategy.
• Lead the submission of seasonal orders for partners & planned projects within budget, coordinates product supply process through the season to achieve their service satisfaction.
• Develop, manage and execute a firm invest & divest strategy according to ROI facts and provide a quarterly invest & divest report to LM and HUB
• Collaborate with CtC, Brand Activations/Digital (inc PR) and Omni-Channel Consumer Experience for every consumer facing activation to ensure a 100% alignment before activating.
• Establish a high-performance culture and drive employee engagement, leading by example.
• Identify and develop high-potential talents (in and outside of the team), to fuel the team’s succession plan.
• Other duties as assigned by Line Manager

KPI’s:

• Brand Health KPIs  (Brand momentum, Share of Search Spontaneous purchase intent, etc.)
• Full price sell-through
• Cluster Net Sales vs. Plan
• Cluster Direct Brand Contribution vs. Plan
• DTC traffic, conversion
• Key Digital KPIs (reach, engagement, sessions, transactions, etc.)
• Activation ROMI and Partners Performance ROI
• MWB & BMP accuracy

Key Relationships:

• Local Brand & Channels
• EM SpoMA & EIM, and BUs
• Legal Turkey
• Finance Turkey
• External Agencies
• Athletes, Influencers, federations, and clubs (excluding football)

Knowledge, Experience and Capabilities

• Significant knowledge and passion for sport- particularly football, running, outdoor, training and specialist sports in EMS.
• Extensive knowledge of the full marketing mix (advertising, events, sponsorship, partner management) with a major brand or retailer (sporting goods industry preferred)
• Strategic influence- ability to identify and convince potential brand partners &  to provide input to and implement strategy.
• Ability to build and maintain key industry and high-profile relationships.
• Strong EQ- empathy to best service needs of top athletes in a supportive, respectful, and compassionate manner.
• Integrity to best honour the interests of adidas and brand partners.
• Ability to exercise independent judgement and decision making.
• Ability to network, influence and leverage internal and external partners.
• Proficiency in MS Office (Word, Excel, Outlook).
• Strong organization bias – attention to detail in tracking key KPIs, commitments
• Strong business sense, analytical, influencing and presentation skills
• Marketing budget Management
• Impressive oral, written, and presentation communication skills.
• Motivates employees and creates a high performing environment.

Requi red Education and Experience / Minimum Qualifications:

• Bachelors in related field
• Minimum 10 years equivalent professional experience, ideally in Sports Marketing and Influencer Marketing
• Advanced user of MS Office suite of products
• Fluent in written and spoken English is a must.

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