Purpose & Overall Relevance for the Organization:
Lead the Go-To-Market strategy and execution for Lifestyle across Southeast Asia, translating SEA Category direction into localized marketplace plans, strong country execution, and sustainable commercial growth. Serve as the key bridge between SEA Category teams and local markets, ensuring consumer relevance, execution excellence, and closed-loop market feedback.
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; incuding 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 Lifestyle 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 Lifestyle, 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 Lifestyle 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 & MOPS
• Country brand & Channel teams
• 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 Fashion and Sportswear
• 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
• Good experience to manage projects on cross-functional level
• Ability to travel, domestic or international, as required
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
