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Senior Specialist Brand Activation - EM South
Purpose & Overall Relevance for the Organization
Guided by the global adidas strategy for Training and Sportswear, develop EM South brand communication and category partner plans that address local nuances and priorities with a particular emphasis on growing adidas presence with women in sport. Ensure consistent deployment of strategy throughout EM South, delivering on all relevant training and Women's KPIs.
Key Responsibilities:

• Work closely with the Global team, EM Hub team and line manager to develop and deliver an integrated brand strategy for Training category.
• Manage the local marketing mix (including PR) and allocate MAEX budgets with regards to Training and Sportswear initiatives locally in EMS.
• Plan and drive the execution of the local Training & Sportswear Brand Activation calendar. Ensure approach synthesizes key brand priorities with resonant local market initiatives.
• Manage and evolve partner portfolio with Training/Women's in alignment with Senior Spoma Manager.
• Develop brand communication strategies for local properties/events sponsored by adidas and adidas athletes ensuring enhanced brand association at every relevant moment.
• Ensure vigilant pre- and post ROI analysis of all MWB spending and related reach seeking to deliver maximum impact.
• Seek to conduct relevant Consumer/Market research initiatives using insights to motivate and inform decisions.

• Provide a clear vision and direction to direct & indirect teams with relevant objectives and KPIs (specifically PR & SpoMa counterparts to leverage our partners and gain media exposure & credibility)
• Work closely with Senior SpoMa manager to manage Training and Sportswear partners into key brand moments.

KPI's:

• Category Net Sales and Margin
• Market Share of category
• Market Share of Women's (particularly in Sports categories)
• Full Price Sell Through
• Brand Sentiment
• Media and PR performance KPI's
• Social media sentiment

Key Relationships:

• Marketing team
• SPOMA team
• EM Hub Brand Activation team (Global team: project dependent)
• Channels EM South
• External Agencies
• Contracted partners

Knowledge, Skills and Abilities:

• Experience of the brand communication marketing mix (media, events, sponsorship, retail, PR) with a major global brand or retailer (sporting goods/ lifestyle industry preferred)
• Understanding of local Training and Sportswear landscape, brand landscape and youth culture
• Experience working external agencies and partners.
• Marketing budget management
• Competent user of MS Office suite of products
• Experience in both market and above market organization preferred

Requisite Education and Experience / Minimum Qualifications:

• 3 - 4 years relevant professional marketing experience
• University degree in marketing and or sales
• Thorough understanding of advertising agencies
• Proven record of working with brand partners and ambassadors

• Fluent in English

AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE'S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE: THIS IS HOW WE WIN WHILE PLAYING FAIR.

• COURAGE: Speak up when you see an opportunity; step up when you see a need..
• OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
• INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
• TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
• INTEGRITY: Play by the rules. Hold yourself and others accountable to our company's standards.
• RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.

At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage.
- Culture Starts With People, It Starts With You -
By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.
Job Title: Senior Specialist Brand Activation - EM South
Brand:
Location: Johannesburg
TEAM: Brand Management & Communications
State: GT
Country/Region: ZA
Contract Type: Full time
Number: 539012
Date: Jan 16, 2026
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