Purpose & Overall Relevance for the Organization
Lead the Iberia Brand Communications strategy, campaigns, and activations across integrated marketing activities, in alignment with Europe and Global brand strategy, to drive brand advocacy, momentum, market share, and net sales.
Key Responsibilities
Lead Iberia's brand communications, PR, talents and publishing strategy across categories, ensuring alignment with Europe and Global strategy and local marketplace priorities.
Shape and deliver integrated brand campaigns and activations that connect all consumer touchpoints across communications, PR, partners, channel marketing, sports marketing, and publishing.
Lead category communications, agency briefings, and publishing plans to ensure best‐in‐class execution in line with brand standards, strategic priorities, and market opportunities.
Drive the development and execution of sell‐in tools and cross‐category activation plans to support product launches and channel priorities throughout the GTM cycle.
Monitor campaign effectiveness, budgets, ROI, and KPIs, using data, audience insights, and market learnings to optimize performance and inform future decisions.
Build and manage a strong ecosystem of partners, creators, influencers, cultural icons, and other key voices to deliver culturally relevant and locally resonant brand storytelling across Iberia.
Lead Corporate PR, CSR, and Protect the Brand topics at Zone/Country level, safeguarding brand reputation and ensuring strong communications alignment on sensitive issues.
Lead the annual and seasonal integrated marketing calendar in partnership with Iberia GTM, Omnichannel Activation, Sports Marketing, and Brand Activation teams to ensure aligned execution and a seamless consumer experience across all touchpoints.
Lead, coach, and develop the Brand Communications team, building strong capabilities, fostering collaboration, and creating a high‐performance culture.
Act as a senior cross‐functional leader across Iberia and Europe, influencing stakeholders, aligning priorities, and driving integration of brand communications within the broader business agenda.
KPIs
Brand Buzz, Engagement, Sentiment
Earned Publicity, Reach, ROI
Traffic Conversion
Market Share
Budget Management
Key Relationships
Senior Director adidas Brand Iberia
Brand Activation and cross‐functional peers in Iberia
Global, Europe, and Zone Brand Activation teams, including Communications and Newsroom
Iberia GTM teams
Omnichannel Activation teams
Sports Marketing teams
Wholesale Channel Zone Leads
Corporate Communications / PR and relevant corporate stakeholders
Legal and Protect the Brand stakeholders
Advertising, PR, creative, social, and media agencies
External partners, creators, influencers, athletes, and other key brand voices
Knowledge, Skills and Experience
Proven team leadership, with experience leading and managing diverse teams.
Strong strategic thinking and decision‐making skills.
Excellent interpersonal, communication, and presentation skills, both written and verbal.
Effective project management, prioritization, and organizational skills.
Broad understanding of, and passion for, the sports, fashion, and entertainment industry.
Advanced experience with marketing and media KPIs.
Ability to manage a cross‐cultural network of external partners.
Experience managing Marketing Working Budget.
Established relationships with key media and partners will be considered a plus.
Up to 30% travel required.
Consumer‐ and customer‐minded brand builder with a strong implementation focus, who understands all marketing disciplines and how to orchestrate them across categories and distribution channels.
Requisite Education and Experience / Minimum Qualifications
University degree in Business, Marketing, Communications, or a related field, or equivalent professional experience.
8+ years of experience in brand communications, marketing, and/or commercial roles.
4+ years of experience leading teams in a cross‐functional and matrix environment.
Fluent in English and Spanish.
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