Brand Activation Expert (m/f/d) – adidas Terrex Mountain Loft Munich

Date posted:
Company: Adidas
Location: Munich (BY), N/A
Job Type: Full-Time

Purpose & Overall Relevance for the Organisation: 

The newly created TERREX Flagship store in Munich will be a landmark for our brand and a key location to connect to our outdoor community. It is the first TERREX Outdoor store that we will open in our market. With that there is a significant focus on hyper local activation, engaging with our communities and successful implementation of our brand and product campaigns. 

  • Be a strong link between the in-store consumer retail experience and local communities by building authentic and long-term relationships with partners, influencers, and athletes.  

  • Authenticate adidas TERREX in Munich by activating the store in a credible and meaningful way in close connection to our local TERREX community  

  • Plan and execute best in class retail events, marketing initiatives and community activations which support the vision & future of adidas TERREX in Munich  

  • Plan and coordinate all local partnerships  

 Key Responsibilities:  

Reporting to the Sr. Retail activation manager, this role is responsible for winning the hearts of the Outdoor consumers in Munich by engaging with the consumer, creating an impactful consumer experience, driving traffic to the store to positively impact Conversion and NPS.  

The Retail expert shall land the brand and product campaigns with consistency, clarity, and impact through flawlessly executed consumer-relevant promotions, in-store communication and events 

Store Activation Strategy 

  • Support the Sr. Retail activation Manager in the yearly marketing activation priorities, KPIs, budget and calendar based on the Global and European activation calendar and toolkits by leveraging local opportunities (partnerships, communities, athletes, local holidays, heavy tourist periods, product ranges, local sports moments) in Munich. 

  • Create and execute engaging and meaningful store events for local outdoor communities and enthusiasts in the Munich area  

  • Build and maintain partnerships to add physical or digital experiences in the adidas TERREX Munich flagship store that add, excitement, and sharable moments for our customers i. e. around campaign or product launches 

  • Create reports dedicated to local and global teams  

Social/PR/Creators Club & Membership  

  • Support building the store activation content creation plan with the Newsroom & E-com teams, and/or external partners 

  • Deliver high quality social/PR content to the local, European and Global Brand Marketing teams. 

  • Anticipate store posts and newsletters in the consistent social media roll-out of the Newsroom, e-com team and digital partners: e. g. adidas Runners, Outdoor Active, Komoot) 

  • Leverage existing communities (e.g. adidas Runners, DSV …), Entertainment and Influence Marketing and Sports Marketing athletes & partners to amplify the overall adidas TERREX Munich plan  

  • Actively drive the achievement of set Creators Club & membership targets. Ensure relevant campaigns are linked with the membership programs – find new ways to connect physical and digital retail 

Store Connection  

  • Maintain a constant connection and collaboration with the adidas TERREX Store management & team to support a smooth and consistence process for Marketing activations and events. 

  • Know all relevant 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 Store Manager and District Manager 

  • Systematic physical presence at the stores during activations (also on weekends) 

VM and Windows:  

  • Assist the Retail Activation team in the launch zone and window strategy and the ISC strategy with the VM team and agencies.  

  • Support the development of 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.) 

  • Attend regular store walk throughs with the Store Manager, VM counterparts to ensure a flawless consumer journey. 

Team Management:  

  • In collaboration with the store management team, 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 (MWB tracker, GROW, SRM, DAB etc) 

Key Relationships:     

  • Europe and global Retail Marketing to execute the seasonal flagship store activation program 

  • BU Outdoor Central Activation team incl. Brand Comms, Sports Marketing & PR  

  • Central channel including VM for support in delivering the brand campaigns  

  • Central Retail, Retail Director, District Director, Flagship Store Director, store development and other Key City store staff 

  • Central Brand Marketing, PR and social team for connecting to the locally relevant influencers, to drive traffic and raise awareness of the flagship 

  • Central Sports Marketing, PR, Entertainment and Influencer Marketing. 

  • Local marketing agencies and vendors for various events and activations. 

  • Procurement  

Knowledge, Skills and Abilities:  

  • Knowledge and understanding of outdoor sports and culture  

  • Knowledge and ideally connected to Outdoor Communities in Munich  

  • Actively pursuing outdoor sports on regular basis  

  • Knowledge about local entertainment and influencer scene  

  • Experienced in being consumer obsessed, putting the consumer journey at the heart of everything to encourage dwell, conversion, engagement and traffic 

  • Great attention to detail  

  • Experience in event management  

  • Ability to juggle multiple tasks while staying calm under pressure  

  • Strong communication and project management skills 

  • Solid business acumen and knowledge of Retail KPIs 

  • Creative and innovative, being proactive with ideas and always seeking new ways of working  

  • Confident nature to bring new ideas to the table and present them to senior stakeholders   

  • Enthusiasm/energy for activation  

Requisite Education and Experience / Minimum Qualifications:   

  • University degree in marketing and sales or equivalent professional experience. 

  • 1-2 years retail or marketing experience (retail experience is a plus) 

  • Experience of relevant PR / marketing / events is an advantage.