VP, Entertainment & Influencer Marketing

PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION

Create and drive the global adidas Entertainment & Influencer Marketing (EIM) strategy. Broker andmanage relationships with influencers as well as amplifiers who are able to drive brand image and

purchase intent on a global and local level in product collaborations, advertising campaigns, events

and activations.

KEY RESPONSIBILITIES

• Develop, drive and manage strategy for the Entertainment & Influencer Marketing portfolio

on global and market level; manage strategy, outreach, and negotiations of all culture

marketing talents and partners.

• Set direction and action plan to secure next generation influencers for key brand priorities.
• Drive seeding process for product launches; understand the need of each BU and be able to

connect the right influencers with each BU strategy/consumer.

• Ensure integration of key assets in all brand marketing campaigns; align and collaborate in

the development of any product or marketing initiatives involving celebrities across the

brand.

• Manage the global Entertainment & Influencer Marketing teams by providing clear

direction and communication that provides an understanding of the adidas business.

• Understanding the product process and the brand marketing approach - leverage our assets

for maximum effectiveness and make recommendations back to the business unit and

functions on how Entertainment & Influencer Marketing can impact strategy.

• Act as a day-to-day contact for our most important celebrities and influencers
• Proactively work with external partners (agencies, agents) to align the adidas brand with

key global influencers and identify opportunities that can be brought to various business

units (BU) and functions.

• Be the point-person and spokesperson for all culture marketing topics globally
• Work across all BUs and functions of the Global Brand organization to champion a clear,

next generation brand approach.

• Provide Entertainment & Influencer Marketing guidance and guidelines to all markets and

teams

• Work with markets (those with and without an Entertainment & Influencer Marketing

representatives) to define smooth, clear processes and ways of working.

• Manage the global Entertainment & Influencer Marketing MWB budget.
• Act as a role model in compliance with the relevant laws and regulations as well as the

adidas Fair Play Code of Conduct and other internal policies.

KEY RELATIONSHIPS

• Legal
• Business Unit GMs, SLT and Market MDs
• Brand Communications Directors, and Brand Activation Managers
• Corporate PR
• External Creative Agencies and Partners

KNOWLEDGE, SKILLS AND ABILITIES

• Strong understanding of the entertainment industry, including Music, Film/TV, & Digital
• Able to leverage existing and create new network connections within entertainment
• Broad understanding of how all facets of marketing can affect consumer motivation
• Ability to develop innovative strategies
• Strong project management and planning skills
• Strong consumer-facing abilities; the ability to partner and influence
• Ability to succeed in ever-changing and complex organization with minimal daily direction

Strategize, manage and allocate assigned budgets or cost center.

• Manage multiple teams in broad functional areas and the key part of a department with

multiple hierarchical levels.

• Set clear objectives for direct reports and provide expertise in area.
• Manage and lead a wide range of complex assignments with global responsibility. Drive

Global projects as assigned.

• Self-initiate assignments and determine priorities.
• Additional special projects as assigned or agreed.

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS

• Marketing degree or equivalent experience
• 15+ years' experience in marketing across brands /product/activation
• 8+ years working with global markets, or in a top-tier adidas market
• 8+ years management experience
• 5+ years' experience with entertainment industry, celebrity or influencer marketing

AUTHORITIES:

• Yes, as per Group Signing Authority levels

.

At adidas we offer a Hybrid work policy which requires attendance in the office Monday throughThursday, with the flexibility to work remotely on Friday each week. For work requiring a high degree of

collaboration or an in-person presentation, in-office attendance is required even on Friday. The working

location of this position is Los Angeles, California.