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 GM s, 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

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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.