Area : Brand Management South Europe
Department : Brand Activation
Direct Reporting Line : Senior Manager PR & Culture
Indirect/secondary reporting line : -
Subsidiary/country : Iberia
Location: Zaragoza / Madrid GSMS Grade : M4
Personnel Managed: no
Cost Center/Budget: Purpose & Overall Relevance for The Organisation
To ensure positive development of adidas brand image and business through traditional, digital & social PR as well as Digital Influencer Marketing. Responsible for strategically managing Football activity and increase brand heat in Gen-Z and Gen Alpha audiences through key content creators and media outlets. Key Responsibilities Support the planning and execution of Football PR campaigns to increase brand awareness and consumer engagement. Identify opportunities to connect Influencers and journalists to our brand through content creation, activations, campaign, seedings, etc Build and maintain strong relationships across traditional and new media platforms. Lead the identification and fostering of new media partners. Build partnership with content creators and their respective agencies and design partnership strategies to achieve business goals. Stay updated on industry trends, competitor activities. Analyze business needs and evolving media & influencer landscape to create plans that raise adidas profile across a variety of media outlets and platforms. Help plan and coordinate events and different activations to increase adidas Football visibility in Spain. Supervise external agencies on category initiatives, setting measurable objectives for new content generation and media coverage. Support Senior PR & CM Manager managing reputational crisis when needed. Act as a thought-leader in the arena of PR & Influencer Marketing to provide guidance to the Marketing team working closely with cross-functional teams to develop breakthrough and integrated communication concepts. Work closely with other markets to ensure visibility and alignment throughout the several PR Football plans. Monitor media and content creators coverage and prepare regular reports on the company's image in the Spanish market. Manage the budget for PR & content creators activations, devising midterm strategies to enhance budget efficiency and effective use. Act as a link between the Brand Activation and Sports Marketing areas by supporting Partner Activation planning and execution. Key Relationships: External: Content creators, agencies and partnerships Media outlets Football clubs & other football organisations Football players agencies Internal: Global Newsroom Editors Global/Europe Football Brand& PR teams Local Brand Activation Team Sports Marketing / Account Marketing Membership / ecom KPIs Fame & Protect the Brand KPIS Brand / Category Net Sales Brand Health (Market Share), focus on GenZ and Alpha. Budget Management Knowledge, Skills, And Abilities Profound knowledge of football industry and key stakeholders: from content creators to journalists, footballs players, institutions, etc. Creativity: initiative, autonomy, enthusiasm for the new, ability to explore new ways of doing and thinking, curiosity. Flexibility & resilience: ability to adapt plans to last minute changes. Able to cope with frustration and demanding situations. Great negotiation skills, influence, and the ability to generate empathy. Strong organizational, problem solving, time management and resolution skills. Collaboration: great capacity for teamwork, flexible, encourages dialogue. Ability to manage several projects at the same time and great prioritization capacity. Proficiency in building trust and decision-making ability. Great knowledge of consumer-oriented marketing, especially in the digital world. Marketing Budget Management Ability to effectively present information and respond to questions from groups of managers, media, content creators, agencies and the general public. Ability to write reports, business correspondence and presentations. Unconventional business hours may be required. (evenings, weekends) Requisite Education and Experience / Minimum Qualifications University degree. Preferably Journalism, Public Relations, Marketing, Economics or Business Administration. Minimum 5 years of progressive professional experience in PR departments, Marketing or PR Agency. Ideally in Influencer Marketing and/ or football-oriented companies. English fluent: advanced level (C1).
