Senior Manager PR & Event

  • Adidas
  • CN - 31 - Shanghai
  • 1 week ago

Company Name: Adidas

Location: Shanghai, 31, CN


Purpose & Overall Relevance for the Organization:

The mission of the role is to build the adidas brand as the best sports brand in China through maximizing innovative and inspirational brand exposure. He / she will achieve positive amplification and publicity for the brand as a PR horizontal consultant in the China brand communication campaigns.


  • Proactively co-develop PR and ePR strategy into implementation for brand communication campaign
  • Planning and overseeing the development, preparation and implementation of a variety of adidas public relations campaigns, including China Trade Meetings
  • Pro-actively maximize adidas brand and / or product to drive brand preference, maximum amplification through media, social and KOLs, as well as free publicity for adidas
  • Steward relationship with PR agencies towards delivering results for adidas
    Key Responsibilities:
  • Proactively co-develop PR and ePR strategy into implementation for brand communication campaign
  • Champion PR innovation, strategy and recommendations for IMC campaigns
  • Drive PR integration across integrated marketing communications (IMC)
  • Bring focus into ePR and actively maximize ePR with Digital social results, driving social commerce, new media, trends, media co-ops and cultivating KOL amplification pool
  • Direct the PR agency to deliver successfully with a clear brief, clear strategy and clear business and brand KPIs
  • Seen as an opinion leader and share across brand communication team: PR news / trends, PR / ePR campaign cases, PR / ePR competitive review and recommendations, KOL and celebrities reviews and recommendations from social media trends, campaigns post-review and improvement
  • Oversee the execution of PR/ePR activities such as campaigns IMC, press conferences, interviews, media or special co-ops, KOLs and celebrities special co-ops, advertorials, that maximize brand and product exposure and creates opportunities for positive free publicity for adidas.
  • Establish & maintain good relationships with key China media that will ultimately allow adidas to effectively and efficiently communicate our core concept messages, product information as well as adidas event news.
  • Supervise the PR agency to plan and execute PR activities to maximize their quality service provision. 
  • Co-develop monthly China PR Summary that recaps recent PR activities & article clippings.
  • Manage sourcing of all (locally produced) PR & Event material at the lowest price while still maintaining good quality and adidas standards
  • Steward annual PR retainer agency pitching and conclusion
  1. Follow the PR budget as set according to the marketing plan.
  2. Negotiate and develop relevant project quotations with PR agency/vendors and media.
  3. Assist in suggesting future PR budget.
    Systems and Processes
  • Develop, review and recommend a monthly PR / ePR matrix across media titles, key KOLs, and adidas brand communication categories: Training, Running, Teamsports, Outdoor, Horizontal brand and Women, Kids, Originals, Neo
  • Integrate with Brand Communication team across Sports Performance (SP), Originals and Neo as well as relevant Marketing functions such as Digital and Social teams, Entertainment Influencer Management (EIM), Sports Marketing, Category Planning (products) to deliver on PR / ePR business and brand KPIs
  • Work closely with relevant functions such as Corporate Comms, Government Relations, Legal, Retail Marketing etc, to plan & execute PR activities and ensure correct representation of the brand & products.
  • Oversee agency press releases and distribution to relevant media and / or follow-up
  • Responsible for on-time and accurate provision of Commitment and Payment requests of all related PR activities.
  • Post-evaluate campaign (Brand Level or as directed by Brand Communications Senior Director) by collating results into regular quality reports.
  • Other job-related work assigned
    Key Relationships:
    External: PR agency, Media owners, KOLs
  • On time launch of assigned campaigns/projects
  • Quality of recommended and executed initiatives to maximize brand and product exposure and are implemented at industry leading standards, especially in expanding to ePR, social, commerce
  • Improvement in our Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)
  • Integration of ideas with other disciplines
  • Improved professionalism of the team
  • Delivery on Initiatives identified by the Senior Management team
  • Sell through target for related category
  • PR value and KPIs as outlined and agreed by Senior Brand Communication Director
    Knowledge, Skills and Abilities:
  • Strong network with media, KOLs and sports leagues
  • Power to influence strategically and drive one point-of-view in PR success
  • Critical and strategic thinker.
  • Result Orientation
  • Ability to multi-task and attention to time management
  • Open-minded.
  • Willing to take calculated risks.
  • Excellent interpersonal/communication skills
  • Team player with inspirational attitude / Patience & Passion
    Requisite Education and Experience / Minimum Qualifications:
  • At least 8-10 years experience in PR department of a multi-national, or in an international PR agency that has a strong presence in China
  • Previous experience with media in China- in-depth understanding of sports media / retail media in China is preferred.
  • Knowledgeable about China sports and international sports.