Senior Manager Digital Planning, Digital Activation, Brand Activation

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The goal of the eCommerce (eCom) team is to deliver one integrated consumer journey to create a premium and seamless experience so that we not only meet their expectations, but also exceed them while meeting our targets when a consumer leaves our touch point.

We need a Marketing Activation Senior Manager with a track record of data driven decision making and entrepreneurial spirit to focus on growing our e-Commerce business. The Marketing Activation Senior Manager will lead the marketing activation team to drive and execute the marketing activation campaigns across Japan eCom to inspire and build profitable relationships with our consumers. The Marketing Activation Senior Manager is accountable for maximizing eCommerce business overseeing both adidas and Reebok through our marketing activation calendar planning, and end-to-end campaign management for the complete consumer ecosystem (e.g. from SEO, SEA, Retargeting, Affiliate channels to Onsite and CRM programs)

Drive the GTM process from an eCom point of view and lead alignment with other stakeholders
Responsible for how the activation/campaign appears on-site, for example, “What the consumer sees”, and ensure flawless operations from briefing, asset creation, to publishing on time to achieve the business target
Create and consolidate eCom Japan marketing calendar for all eCom business based on: Overall Brand & Divisional priorities, Key product launches & highlights, Commercial opportunities, Local market inputs, Consumer insights & needs
Create the campaign strategy (Content & Channel Best Practice) based on campaign reports, insights, competition benchmark, and consumer insights
Set KPI and target by launch to meet the overall eCom targets
Manage the campaign launch process from scratch to roll out: Campaign concept briefing, Content creation, Onsite & eCRM set-up & publishing, Efficient timely launches of all agreed activations, Alignment with Acquisition & eCRM
Oversee all activations by monitoring results vs objectives/KPI with support of Business Planning/Web Analytics team
Establish a high performance culture and drive employee engagement, leading by example
Identify and develop high-potential talents to fuel the succession plan in the team
Look for opportunities to provide cross-functional experiences to identified high-potential talents from both inside and outside of the team
Work closely with Retail Marketing, Brand Marketing, and Digital Marketing team to develop a seamless consumer journey and give directions and/or create guidance for contents optimization to marketing activation team


  • Entrepreneurial mindset – Results & Profit oriented
  • Demonstrate the ability to use creative thinking and innovation to solve complex problems specifically in the area of marketing
  • Highly skilled in creative brief writing and managing the creative process from concept to review and final sign off
  • Specify new processes, products and/or standards based on organizational strategy
  • Contribute significantly to the achievement of department and/or project targets
  • Steer development of recommendations with deep analyses and initiatives to complex tasks and projects
  • Excellent verbal and written communication skills with the ability to communicate clearly and effectively to inside and/or outside the level/function/organization/clients/vendors, to accept new or modified standards or concepts with divergent interests, and to write and prepare executive-level business correspondences
  • Proven leadership and managerial skills; Set clear objectives for team members; Accountable for performance and salary reviews; Provide expertise in supervised area
  • Excellent project management skills with flexibility to manage ad-hoc issues
  • Strong numeric, analytical, and writing skills, and fact-based orientation in decision making skill
  • Able to make a presentation confidently and persuasively in front of large groups
  • Work independently and be a solution-oriented thinker and a quick learner, having a competency to proactively conquer new challenges
  • Have superior quantitative and analytical skills and love of data
  • Bachelor or Master degree in Business, Marketing, Communications, or related field
  • Minimum 4-6 years of working experience in a leading role in Online marketing, eCommerce, Digital Traffic Management, or Digital Assets field, ideally with a background in sporting goods 
  • Experience in working with internal stakeholders and external agencies to establish efficient and scalable processes
  • Minimum 3 year-experience in delivering a consistent brand identity and tonality
  • Strong understanding of consumer business, eCommerce, Retail, and competitive business environment and consumer behavior
  • Experience of defining a longer term roadmap for optimization across an eCommerce business
  • Ideally have experience of working internationally and in settings requiring cross-cultural sensitivity
  • Advanced Excel skills and exceptional attention to the details;  highly proficient in spreadsheet analyses related to marketing and sales KPIs
  • Excellent English skills and Fluent Japanese
  • Country Director Digital Activation
  • Direct to Consumer eCommerce
  • Country Brand Activation team (Brand Comms, Digital activation, Media activation, Omni channel Act./VM, Newsroom/PR)
  • Country CtC / Marketing Operations team
  • Global Diigital Brand Commerce Team
  • APAC Brand Activation, Business Unit
  • FP&A Department
  • Direct to Consumer Buying Team (including Merchandising Planning)
  • External partners (Agencies)