PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION
Lead the adidas Brand across Australia, New Zealand and Pacific Export Markets, driving brand growth, consumer engagement, market share and sustainable business performance.
As the most senior Brand leader in the Pacific, you will shape and execute the regional brand strategy, bringing global priorities to life in ways that resonate with local consumers and communities. You will be responsible for strengthening brand relevance, accelerating membership growth, expanding consumer reach and delivering commercial outcomes across all channels.
This role owns the integrated go-to-market strategy across Brand, Retail, Wholesale, eCommerce and Membership, ensuring a seamless consumer experience across every touchpoint.
You will also play a critical role in advancing adidas' digital, data and AI capabilities, leveraging technology to improve marketing effectiveness, consumer insights, productivity and business performance.
Strategic Brand Leadership
- Develop and lead the Pacific Strategic Business Plan, aligned with global and regional priorities
- Drive growth across key categories including Performance, Sportswear and Originals
- Lead the seasonal go-to-market strategy across channels and consumer segments
- Translate global brand direction into locally relevant initiatives that strengthen consumer connection and drive business growth
- Identify and deliver strategic opportunities that support long-term market leadership
Commercial & Marketplace Leadership
- Drive key commercial priorities including sales growth, product availability, distribution and category performance
- Monitor consumer trends, market dynamics and competitor activity to identify growth opportunities
- Partner closely with Retail, eCommerce, Commercial, Finance and Supply Chain teams to deliver revenue, profitability and market share objectives
- Lead product assortment planning to ensure the Pacific market has the most relevant and commercially effective consumer offering
- Ensure premium execution of the adidas brand across retail stores, eCommerce, wholesale partners and franchise networks
Consumer, Membership & Cultural Relevance
- Develop a deep understanding of consumers through market research, customer insights and data analytics
- Grow adidas Membership through personalised experiences, loyalty initiatives and connected digital journeys
- Build and manage high-impact partnerships across sport, entertainment, culture and creator communities
- Deliver locally relevant campaigns and initiatives that strengthen brand relevance and consumer engagement
- Strengthen relationships with athletes, consumers, sporting organisations, retail partners and cultural communities across the region
Integrated Brand & Marketing Leadership
- Lead the development and execution of integrated marketing campaigns across paid, owned and earned channels
- Oversee brand activations, media, public relations, social media, influencer marketing, retail marketing and digital campaigns
- Optimise marketing investment to maximise brand impact, consumer engagement and commercial performance
- Manage agency partnerships to deliver high-quality creative work and measurable business outcomes
- Partner closely with Digital and eCommerce teams to grow traffic, engagement and conversion across adidas digital platforms
Digital, Data & AI Leadership
- Lead the evolution of the Pacific Brand function into a data-driven and technology-enabled organisation
- Define and execute the regional AI and data strategy to improve decision-making, marketing performance and consumer understanding
- Partner with Digital, Analytics, Technology and Global teams to leverage data, automation and emerging technologies
- Build organisational capability in AI, data literacy and digital marketing
- Foster a culture of innovation, experimentation and continuous improvement
- Establish governance frameworks and capability roadmaps that support long-term digital transformation
Financial & Operational Leadership
- Own and manage the regional marketing budget, ensuring effective investment and strong return on marketing spend
- Deliver accurate forecasting, budget governance and operational discipline
- Support the achievement of sales, margin, growth and market share targets
- Establish clear processes, decision-making frameworks and performance measures across the Brand function
People Leadership & Transformation
- Build and lead a high-performing Brand organisation capable of delivering ambitious growth objectives
- Define team structure, succession plans and capability development priorities
- Coach and develop senior leaders and cross-functional teams
- Create a culture of collaboration, inclusion, accountability and innovation
- Drive employee engagement and professional development across the Brand team
Internal
- General Manager Pacific
- Pacific Leadership Team
- Retail, eCommerce and Membership teams
- Wholesale, Franchise and Export teams
- Finance and Supply Chain teams
- Regional and Global Brand teams
- Human Resources, Technology, Legal and Compliance teams
External
- Media, creative and marketing agencies
- Athletes, teams and sporting organisations
- Creators, influencers and cultural partners
- Strategic retail partners and key accounts
- Research, data, technology and innovation partners
Brand Growth
- Brand awareness, consideration and preference
- Consumer sentiment and brand perception
- Share of voice and share of search Market share across Australia, New Zealand and Pacific markets
Commercial Performance
- Revenue growth and profitability
- Category performance and key product franchise growth
- Retail sell-through and campaign performance
- Budget management and investment effectiveness
Membership & Consumer
- Membership growth and engagement
- Customer data quality and utilisation
- Customer lifetime value
- Digital traffic, engagement and conversion
Marketing Effectiveness
- Marketing return on investment (ROI)
- Reach, engagement and earned media performance
- Local campaign effectiveness
- Creative quality and execution across channels
Digital, Data & AI
- Adoption of AI-driven tools and workflows
- Productivity improvements from automation and technology
- Improved campaign performance through data-driven targeting and personalisation
- Successful delivery and scaling of digital innovation initiatives
- Strong data governance and compliance standards
People & Culture
- Employee engagement and retention
- Succession planning effectiveness
- Leadership capability development
- Growth of digital, data and AI capabilities across the team
KNOWLEDGE, SKILLS AND ABILITIES
- Proven senior leadership experience within Brand, Marketing, Commercial, Retail, Digital or Consumer-facing organisations
- Strong expertise in brand strategy, integrated marketing, consumer engagement and commercial growth
- Deep understanding of the Australian and New Zealand retail and consumer landscape
- Demonstrated ability to translate global strategy into locally relevant execution
- Strong commercial acumen with experience leading business performance and growth
- Expertise across consumer marketing, media, digital marketing, partnerships and retail activation
- Experience leveraging data, analytics, AI and emerging technologies to drive business outcomes
- Strong stakeholder management, communication and influencing skills
- Proven ability to lead organisational transformation and build high-performing teams
- Passion for sport, culture, consumers and the adidas brand
REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS
- 12+ years of leadership experience within Brand, Marketing, Commercial, Retail, Digital, eCommerce or Consumer-led organisations
- Bachelor's degree in Business, Marketing, Commerce or a related discipline
- MBA or postgraduate qualifications desirable
- Experience working within complex regional or global organisations
- Proven success leading large teams and influencing senior stakeholders
- Strong experience in digital transformation, data-driven marketing and AI-enabled business initiatives
- Demonstrated success using customer insights, analytics and technology to improve marketing effectiveness and business performance
- Experience within sport, fashion, retail, FMCG or broader consumer brands highly regarded
- Exceptional strategic planning, execution, commercial decision-making and leadership capability
