Purpose & Overall Relevance for the Organization:
The Senior Specialist Brand Media is the key role in the media function. He/She would ensure brand media management is developed, communicated, implemented, measured, and improved upon. This role has a full funnel focus. Plan, buy and measure the best brand media campaigns contribute positively to brand equity and sales.
Support the strategy localization and handle execution of online and offline media plans for the brand media management of categories aligned with business goals aligned with the Media Manager.
Plan and manage brand media investments in accordance with media targets of the company.
Strengthen and manage the content and performance of adidas visibility and product desire on online and offline channels.
Key Responsibilities:
- Coordinate and deliver an integrated brand media process, ensuring alignment to the global media strategy and guide
- Work collaboratively with brand activation teams and category business units, as well as internal stakeholders to ensure best in class media campaign deliverables
- Collaboration with our media agency & marketing teams to understand the nuances of media landscape and consumer
- Support the management of the media agency relationship; to ensure the best quality output is delivered across media strategy, planning, buying, measurement and partnerships
- Lead the end-to-end media planning/OTIF process and ensure a proactive feedback loop on campaign learnings is delivered to influence future guidelines and toolkits
- Support the implementation of best practices across all channels in alignment with adidas Global media standards. Stay up to speed on latest media trends and share broadly.
- Support the media agenda internally and push for media innovation, continuously developing integrated media campaigns that keep the consumer at the center
- Collaborate with measurement, finance and procurement to evaluate the effect of media activity on the brand & business
- Measurement: support various measurement workstream including Share of Search, Brand Funnel & MMM, ensuring we deliver useful insights and support the company’s growth strategy.
- Coordinate Brand Insight reports in a timely manner with proactive media acumen.
- Share key consumers, categories, and campaign insights to all the functional teams to enable better consumer and category understanding
- Keep up with emerging media technologies (AI in media buying, new platforms, etc.) for both roles to ensure cutting-edge campaigns
- Collaborate with the Brand Activation teams to develop digital communications plans as well as offline media buying plans where needed, that leverage the media space and own the execution of the digital advertising elements of the adidas strategic digital plan;
- Organize and develop adidas digital and offline media campaigns using online media channels such as display (programmatic), mobile, social media and affiliate marketing & primary offline channels TV & OOH that drive revenue growth, increase customer acquisition, and expand brand awareness
- Measure and evaluate performance reports of all brand media campaigns
- Foresee and follow up emerging ad technologies.
KPI’s:
- Brand KPIs including reach, ad attention, ad recall, brand lift, unaided brand awareness & consideration – contributing towards the improvement of brand equity
- Marketing Working Budget allocation and forecasting
- Execution excellence in brand media stories and creative approaches
- Brand Health KPIS (Brand momentum, Share of Search, Kantar Brand Funnel, etc.)
- Agency Performance Management
Key Relationships:
- Marketing Team in Türkiye (CTC & Brand Activation & Digital Media & Omni Channel teams)
- Legal&Compliance Türkiye
- Finance Türkiye
- Emerging Markets Hub Brand Media & Brand Activation Teams
- External Agencies and Suppliers
Knowledge, Skills and Abilities:
- Strong interpersonal skills (e.g. courage, innovation, ownership, teamplay, respect)
- Ability to create local relevancy for global strategies and be an execution handler following Global guidelines
- Project/Process management skills
- A self-starter, detail-oriented, and highly organized
- Be analytical, logical, and data driven
- Competitor Benchmarking + Reporting
- Working experience for Digital Ad especially with programmatic Media management/control
- Evaluate media / paid channel performance of campaigns, during and after execution to identify improvement areas
- Be a team player with an open mind and not afraid of any challenges or failures.
Requisite Education and Experience / Minimum Qualifications:
- Bachelors in related field required
- Extensive (+4 years) marketing and media experience
- Experience managing external agencies, partners and vendors
- Advanced user of MS Office suite of products
- Fluent in written and spoken English is a must.
- Passion for sports is a plus
