Sr. Director Brand Activation

AdidasP Mexico

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Sr. Director Brand Activation

Senior Director – Brand Activation

Purpose of the Role

The Senior Director, Brand Activation will lead the end-to-end Go-To-Market (GTM) strategy in Mexico, ensuring adidas wins at the point of purchase by delivering relevant, locally amplified consumer experiences. This role owns the integration of product, marketing, and activation to drive market share growth, commercial results, and brand heat in one of adidas’ most strategic markets.

Key Responsibilities

Commercial Mindset & Business Acumen (20%)

Act as a strong commercial partner, working cross-functionally with Sales, Commercial teams and Key Accounts to drive growth.
Lead with a solid financial understanding of key KPIs (standard margin, go-in margin, OOH, operating margin) and actively influence results across the P&L (from gross to net).
Drive a high sense of urgency and competitive ambition, consistently challenging the status quo to outperform competitors in the Mexican market.
Own the full product lifecycle, from launch to sell-out, managing availability, slow movers, delays and ensuring key initiatives deliver OTIF.
Ensure all GTM plans and marketing executions are clearly focused on accelerating market share growth.

GTM Expert – Product & Communications with Consumer Focus (60%)

GTM Foundations

Deep expertise in the GTM process, including:
- Product ranging and pricing
- MWB management
- Activation calendar planning, execution and tracking
Strong understanding of the point of sale (Brick & Click) as the key consumer decision moment:
- Digital: delivering best-in-class consumer journey.
- Brick & Mortar: leading Visual Merchandising and In-Store Communication teams to translate product concepts into compelling experiences.
Strong knowledge of the local marketing ecosystem and Mexico-specific dynamics:
- Driving the marketing funnel by category.
- Balancing brand and commercial activations.
- Maximising partner impact.
- Managing MaEx investments using clear 80/20 prioritisation.
Strong understanding of SWB ways of working and investment strategy, ensuring the right balance between:
- Brand campaigns
- Commercial campaigns
- Strategic projects (e.g. footwear walls, POS initiatives).

Now for Next – Strategy & Innovation

Stay ahead of consumer trends and competitor movements, applying an outside-in approach powered by consumer insights and data.
Balance digital and traditional media to maximise MWB effectiveness, including social performance tracking and emerging platforms.
Leverage partnerships to amplify brand and commercial impact.
Lead strategy execution, translating global direction into locally relevant activations through:
- Hyper-localisation.
- Smart use of cultural, fashion and commercial moments.
- Strategic acceleration with local partners when needed.

SPOMA & CUMA Management (20%)

Understand sponsorship dynamics and ROI, ensuring clear value creation for the brand.
Establish strong operating discipline and cadence to track and deliver adidas’ contractual rights.

Leadership & Stakeholder Management

Senior leadership presence with strong influence and motivation skills, able to take strategy and vision into flawless execution through others.
Highly structured way of working, managing complexity across local, regional and global priorities, including:
- Global milestones.
- Market relevance requirements (e.g. mandatory participation in key global moments for Mexico).
Courage to take bold decisions, explore new territories and continuously innovate to win consumers’ hearts.
Strong stakeholder management capabilities:
- Internal: Local, Regional and Global teams.
- External: SPOMA partners, government entities and key ecosystem players.

What We’re Looking For

Proven senior leadership experience in Brand Activation, Marketing, GTM or related commercial roles within dynamic, highly competitive environments.
Strong commercial acumen combined with deep consumer understanding.
Ability to operate at both strategic and hands-on execution levels.
Fluent collaboration across complex matrix organisations.
Passion for sport, culture, fashion and driving impact at scale.

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: Sr. Director Brand Activation

Brand:

Location: Mexico City

TEAM: Brand Management & Communications

State: Ciud

Country/Region: MX

Contract Type: Full time

Number: 543713

Date: May 4, 2026

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