Purpose & Overall Relevance for the Organization:Responsible for planning, organizing, and driving the effective implementation of the communication strategy and key campaigns of the Business Unit, with a consumer-driven mindset and local relevance, with focus on building credibility and to drive sales.Ensure the seasonal activation execution across all Marketing channels is consistent with pre-season and in season organization and direction.Key Responsibilities:- Drive the annual and seasonal Running activation plan, translating Global, Regional and Market priorities into locally relevant campaigns, brand moments and omnichannel activations that contribute to Brand and Business KPIs.
- Define and drive the Running category strategy in line with Global and Regional direction, ensuring alignment with Market priorities and the overall country Brand strategy.
- Lead the localization and development of Running campaigns and content, ensuring Global concepts are translated into culturally relevant consumer experiences across key touchpoints while maintaining consistency with adidas Brand standards.
- Lead and manage internal and external creative resources, including agency partners, from briefing through execution, ensuring strong creative output, effective ways of working and delivery against agreed timelines and objectives.
- Ensure alignment with key internal stakeholders, including CTC, Sports Marketing, Culture Marketing, Newsroom, Omnichannel, Digital and Regional teams, fostering a consolidated approach to deliver against Running strategic priorities.
- Manage marketing working marketing budget in line with strategic priorities, ensuring effective allocation, tracking and optimization of investment across campaigns, activations and key brand moments.
- Identify and develop strategic partnerships with athletes, communities,



creators and external partners that strengthen Running relevance, create new consumer opportunities and support long‐term brand and business growth.
- Monitor campaign and activation performance against Brand and Business KPIs, developing post‐campaign learnings and actionable recommendations to continuously improve effectiveness and inform future planning.Key Relationships:- Local SPOMA Team- Local Newsroom Team- Local CTC Team- Local CuMa Team- Local Omnichannel Team- LAM BU teams- Newsroom LAM- General BU of Running team- Global Running Communication team- External Agencies (marketing, media PR, events, content production)Knowledge Skills and Abilities :- Broad and deep knowledge of Brand Marketing and the Running category, combining strategic thinking with strong executional experience.
- Proven experience managing MWB and allocating marketing investment against strategic priorities.
- Deep knowledge and passion for Running, including product, athletes, communities, events and the broader Running culture.
- Solid understanding of the marketing mix, consumer behavior and how digital, communities and consumer engagement can drive brand and business impact.
- Experience developing innovative strategies and locally relevant consumer activations.
- Demonstrated ability to manage agency partners and influence cross-functional teams without direct management responsibility.
- Excellent project management, planning and presentation skills, with the ability to manage multiple priorities in a fast-paced environment.
- Good understanding of the LAM sporting goods industry, Running consumer landscape and relevant retail and omnichannel environments.Requisite Education and Experience / Minimum Qualifications:- 5 years of experience- BA in marketing, advertising or related field required, MBA is a plus- Minimum of five years of marketing experience in the related field of brand communications#J-*****-Ljbffr

📌 Sr. Manager Brand Comms Running (Xico)
🏢 Fashion United
📍 Xico