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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)

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an equal opportunity employer.