Senior Director, Brand

Adidas

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.

KEY RESPONSIBILITIES

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

KEY RELATIONSHIPS

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

KPIS

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

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.

Senior Director, Brand

Melbourne

Brand Management & Communications

VIC

Full time

547136

Jul 10, 2026