Manager Brand Communications, Originals

adidas adidas-group.com Open · verified Sep 18, 2026

Shanghai Manager Communications

Mid-level Communications role at adidas. Shanghai.

Role brief

Growth Roles summary, based on the employer's posting.

What you'll do

Lead adidas Originals campaigns from planning through launch, keeping brand messages and product exposure on track
Build communications plans with agencies and internal teams, then guide deliverables and campaign questions
Connect global direction with local market needs while keeping initiatives aligned to marketing goals and brand standards
Set campaign measures, review performance, and turn results into recommendations for stakeholders
Strengthen brand health through consumer insight, creative work, community building, and cross-discipline integration

What you bring

A university degree in marketing, communications, or a related subject
At least five years across media relations, event organization, and brand communications
Experience handling both strategic planning and hands-on communications execution
Strong writing, communication, relationship-building, and partnership skills
Fluency in English and Chinese, plus regional experience across different cultures

Who this fits

You’ll suit a Shanghai-based role focused on adidas Originals, sports style, creativity, self-expression, and street culture. It calls for someone comfortable influencing across countries and a matrix structure while balancing priorities across markets. Experience with teen brands or consumer products, an international background, and a strong media and community network are valued.

From the employer

Manager Brand Communications, Originals

Purpose & Overall Relevance for the Organization

The mission of the role is to build the adidas brand as the best sports style brand (adidas Originals) in China in communicating adidas Originals' commitment to creativity, self-expression, and street culture, reinforcing our position as a leading lifestyle brand. He/she will achieve this mission by:

Shaping brand image and enhancing brand reputation through strategic Comms initiatives that resonate with our target audience, particularly the younger generation.
Drive key franchise and commercial success by creating meaningful connections through consumer insights, creativity, assets creation and community building, while maximizing integration with other elements of the marketing mix.
Being a key Brand Guardian

Key Responsibilities

Campaign Planning and Execution

Plan and drive campaigns that effectively promote key brand messages, aligning with adidas Originals' innovative and inspirational vision.
Create comprehensive action plans for brand communications projects, ensuring timely execution and maximizing product exposure.

Work closely with local agency and internal cross-functional partners for campaign deliverables, including responding to campaign-related inquiries and providing direction on the overall plans.

Build Brand Health, Presence & Impact

Driving brand healthy and sustainable success by balancing short-term success with long term vision and strategies.
Facilitate effective communication between global teams and local markets to tailor strategies that resonate with regional audiences.
Coordinate with all cross function team to ensure all initiatives are aligned with broader marketing objectives and brand guidelines.

Performance Tracking

Establish, communicate, and track key performance indicators (KPIs) for campaigns to assess effectiveness and impact.
Conduct regular evaluations of campaign performance, utilizing insights to refine strategies and improve future initiatives.
Prepare detailed reports summarizing results and providing actionable recommendations to stakeholders.

KPIS

On time launch of campaigns
Quality of recommended and executed initiatives to maximize brand and product exposure and are implemented at industry leading standards
Improvement in our Brand Health KPIS
Integration of ideas with other disciplines
Delivery on Initiatives identified by the Senior Management team
Sell through target for related category

Key Relationships

Category Management team
Brand Communication team
Retail Marketing team
Regional /HK, Taiwan team
Sports Marketing team
EIM Manager
Global Brand Communication Team

Knowledge, Skills and Abilities

Ability to exert influence and have a real impact on multiple countries in a matrix reporting structure
Superior communicator with very strong writing skills
Excellent interpersonal and partnering abilities
Positive, “can do” attitude, energy and high levels of stamina
Interested in sports
Able to balance multiple priorities simultaneously across different countries
Fluency in English and Chinese

Requisite Education and Experience / Minimum Qualifications

University Degree with Marketing and communication related subjects

Minimum 5 years of experience including media relations, event organization, and brand communications
Well-experienced in both the strategic and tactical elements of communications
Excellent regional experience with different cultures; international experience preferred (worked or lived abroad)
Strong media & community network
Experience gained with teen brand / consumer products industry is desired