Manager Brand Communication

AdidasP Spain

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Manager Brand Communication

Job Title

Manager, Brand Communications

Location

Spain (Zaragoza / Hybrid)

Reporting Line

Director, Brand Communications

Grade

Manager (M4)

Purpose & Overall Relevance for the Organization

The Manager, Brand Communications is responsible for driving effective and efficient brand activation across all communication touchpoints for the Training, Outdoor, Motorsports and Other categories in Spain.

The role leads local brand communications execution in full alignment with Global/EU Brand Communications and local Business Units, delivering impactful storytelling that builds brand heat while driving market share and net sales. The position ensures consumers and communities receive relevant, engaging content through the right channels, partners and moments, while connecting brand impact with commercial outcomes.

Key Responsibilities

Brand Strategy & Category Activation

Lead the development and execution of the local brand and category communication plan and calendar across assigned categories, based on global input and Spain business priorities.
Act as local brand guardian, ensuring consistent application of global brand guidelines while maximizing local relevance.
Drive integrated marketing activation across retail, wholesale, digital, PR, social and media touchpoints.

Content, Campaign & Media Execution

Lead the development of local content and category adaptations where required, in close collaboration with Brand Activation, agencies and key stakeholders.
Partner with Brand Activation teams to define and execute PR, social and media strategies, including paid media plans.
Ensure all brand marketing tactics are delivered on‑time, on‑budget and to quality, meeting defined KPIs.

Commercial & Marketplace Activation

Partner closely with Retail, Wholesale, DTC, and Membership teams to ensure brand activations support commercial extension at point of sale.
Lead bespoke campaigns for partners and key wholesale accounts.
Support trade meetings and key sell‑in moments with strong category storytelling and activation tools.

Budget, Measurement & Reporting

Own and manage category Marketing Expenses in line with country plans and global guidelines.
Apply global and regional reporting tools to track performance.
Analyze campaign performance and ROI, connecting brand KPIs with commercial results.
Share insights and recommendations with senior stakeholders to continuously optimize activation.

Key Performance Indicators (KPIs)

Brand and Category Net Sales
Market Share per category
Compliance with Marketing & MaEx guidelines
Share of Search

Knowledge, Skills & Abilities

Strong understanding of the full marketing mix (advertising, retail, PR, events, sponsorships, digital and social).
Proven ability to translate global strategies into strong local activation plans.
Proven experience in marketing budget planning and management.
Excellent storytelling, content creation and visual communication skills.
Analytical mindset with experience working with marketing, media and commercial KPIs.
Strong project management, prioritization and stakeholder influencing skills.
Creative, hands‑on, consumer‑centric brand builder.
Advanced Microsoft Office skills.

Additional advantages:

Passion for sport, fashion and culture.
Strong understanding of the local Spanish media and partner landscape.

Education & Experience / Minimum Qualifications

University degree in Marketing, Business, Communications or equivalent professional experience.
Advanced digital education is a plus.
Min. 5 years of experience in Brand, Marketing, Communications or Digital roles.
Proven experience operating in a matrix and cross‑functional environment.
Native Spanish and fluent English required.

Key Relationships

Global/EU Brand Communications & Publishing
Global/EU and Country Business Units
Country Brand Activation teams
Sports Marketing and Culture teams
Retail and Wholesale leads
Finance and Legal
External partners (agencies, creators, platforms, key accounts)

AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE’S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE: THIS IS HOW WE WIN WHILE PLAYING FAIR.

COURAGE: Speak up when you see an opportunity; step up when you see a need..
OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
INTEGRITY: Play by the rules. Hold yourself and others accountable to our company’s standards.
RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.

At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage.

– Culture Starts With People, It Starts With You –

By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.

Job Title: Manager Brand Communication

Brand:

Location: Zaragoza

TEAM: Brand Management & Communications

State:

Country/Region: ES

Contract Type: Full time

Number: 544348

Date: May 4, 2026

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