Purpose & Overall Relevance for the Organization:
Drive and ensure business success for adidas Performance and Team Sports categories through the development and execution of a robust Go-To-Market (GTM) plan for SouthEast Asia, within the strategic framework set by the SEA Category teams. Key contact for local country teams.
Key Responsibilities:
- GTM: Deliver a complete Category GTM proposition & local category marketing plan (GTM plan) in line with overall company objectives for dedicated product division; including product, distribution across all countries and commercial channels, communication, activation tools and sports marketing from a hyperlocal perspective.
- Translate local consumer, channel, and competitive market insights into actionable recommendations for SEA Category teams across segmentation, assortment localization, and commercial opportunities.
- Partner with local markets to identify localized product opportunities that strengthen marketplace relevance and commercial performance.
- Serve as the strategic GTM lead for Performance & Team Sports across SEA, partnering with country teams, commercial functions, and cross-functional stakeholders to drive aligned marketplace execution.
- Develop Category plans and drive handover to Sales/partners during local Sales & Marketing meetings (SMM) or Brand Days.
Commercial & Analytics:
- Drive seasonal marketplace readiness from pre-lines through sell-in, ensuring strong account plans, clear assortment planning, and execution readiness across channels.
- Shape channel-specific segmentation and distribution strategies to maximize franchise productivity and marketplace impact.
Lead in-season marketplace steering across sell-out, inventory productivity, replenishment priorities, and commercial opportunities for Performance & Team Sports, driving rapid market action plans where needed.
- Leverage sell-in, sell-out, consumer, and competitive data to shape division plans, monitor performance, and continuously improve future GTM cycles.
- Provide market pricing intelligence and local competitive benchmarking to support SEA pricing architecture and commercial decision-making.
- Lead Performance & Team Sports seasonal GTM execution across GTM workshops, Prelines, sell-in milestones, local SMMs / Brand Days/Sell-in meetings, and seasonal readiness reviews, ensuring strong market alignment and execution excellence.
Leadership:
- Lead, coach, and develop a high-performing GTM team across SEA markets.
- Foster collaboration, ownership, and execution excellence across markets and cross-functional teams.
- Build strong capability in marketplace planning, analytics, and GTM execution.
- Role model adidas leadership behaviors and an inclusive team culture.
Key Relationships:
• SEA Category teams
• Country brand & Channel teams
• MOPS
• Supply Chain & Finance teams
KPIs:
• Net Sales
• Go In Margin
• Sell out
• Market share development
• Share of search
Knowledge, skills and abilities:
• Consumer focus with deep product and range knowledge
• Excellent understanding of the balanced relationship between brand and commercial aspects to develop distribution-channel-specific GTM solutions
• Strong organizational and convincing presentation skills
• Passionate about sports
• Pro-active (engaging & impact-oriented) mindset, ability to think end-to-end
• Ability to work in a fast-paced environment with different international cultures
• Business mindset: Very good numerical and analytical skills, experience in finance
• Ability to travel, domestic or international, as required
• Manager with advanced cross functional marketing knowledge and market experience in sport and/or fashion/lifestyle categories
Requisite Education and Experience/Minimum Qualifications
• University degree in business, ideally with marketing and sales focus or equivalent professional experience
• 6-10 years of Merchandising Experience, cross-functional marketing and/or sales experience
• Fluency in English (written and spoken)
• IT skills: MsOffice (Excel and PowerPoint - advanced)
• Competencies also for hybrid teams (remote teams)
• People Connector – inclusive mindset and team player
• People leadership experience ideal
