Retail Marketing Activation Specialist

Join adidas Europe and shape the future For over 75 years, our European heritage has been a fusion of culture and innovation, driving global sports trends.
- Our offices, from Herzogenaurach to London, Berlin, Amsterdam, Warsaw, Athens, Milan, Manchester and Paris, are centers of creativity and collaboration. We aim to be Europe's best sports brand, seeking pioneers and visionaries to join our bold journey.
- At adidas, you're not just getting a job; you're invited to make a global impact, joining a team that values creativity, courage and innovation.
- Are you ready to be part of our journey?

PURPOSE OF THE ROLE
- The Store activation expert is a key role within the adidas Flagship store, responsible for connecting the store with the city and its communities, driving brand heat, cultural relevance, and business impact.
- Through a best-in-class mix of retail activation, events, influencers, PR, media, and community engagement, this role ensures that the flagship store is not just a retail destination but a cultural hub.
- The position bridges the consumer journey in-store with adidas’ brand strategy in the city, working closely with internal and external stakeholders to deliver innovative, consistent, and impactful activations that strengthen both consumer perception and store performance.

WHAT YOU'LL DO:

- Ensure the execution of the seasonal activation program in line with adidas brand guidelines, adapting and localizing the activation calendar provided by Europe into the Flagship store context.
- Develop and deliver additional local activations (windows, VM alignment, in-store communication, events, PR & influencer activations) to complement the global and European brand calendar)
- Act as project and event producer: plan, organize and deliver high-quality activations and events within the store, ensuring flawless execution, timeliness, and adherence to budget.
- Partner with store leadership (Store Director, Managers, VM) to integrate activations seamlessly into the consumer journey and maximize business impact.
- Build and maintain strong relationships with local communities, cultural players, and influencers relevant to sport, style and culture in Milano, making the flagship store a hub for cultural relevance.
- Collaborate cross-functionally with internal stakeholders (Brand, Cultural Marketing, Sports Marketing, PR, Media, Finance, Legal, Europe Retail Marketing) to align on strategies, approvals, KPIs, and execution.
- Partner with external agencies, suppliers, and communities to co-create and deliver activations.
- Ensure continuous consumer and business insights collection: monitor store KPIs, analyze performance of activations, and provide recommendations for optimization.
- Manage and optimize the assigned marketing activation budget, ensuring compliance with internal processes and maximizing ROI.
- Stay on top of cultural and lifestyle trends, local city dynamics and competitor activity, bringing fresh ideas and innovation to the store activation calendar.
- Support in creating locally relevant content, storytelling and communication assets in line with adidas’ brand voice and guidelines.

SKILLS YOU'LL NEED
:

- Passion and knowledge of cultural, lifestyle and sports trends, with strong connection to the city of Milano.
- Excellent project and event management skills: detail-oriented, precise, able to manage multiple projects simultaneously.
- Strong stakeholder management: able to influence and collaborate with a wide range of internal and external stakeholders (retail leaders, brand teams, agencies, communities).
- Strong communication skills, both written and verbal; ability to adapt tone of voice to different audiences (from communities to senior stakeholders).
- Comprehension of cross-functional marketing levers such as media, PR and influencers.
- Analytical mindset with ability to interpret data and business KPIs, translating insights into actions.
- Budget management skills with proven accountability.
- Creative, innovative, and solutions-oriented.
- Digital-savvy and native in social media.
- Fluent in Italian and English.
- Proficient in MS Office.

MAIN REQUIREMENTS:

- University degree in marketing and business or equivalent professional experience.
- 2- 3 years of experience in marketing, communication, retail and/or retail marketing experience.
- Proven track record in planning and delivering marketing activations and/or events.
- In-store retail experience is a plus.
- Experience of relevant Brand / media / PR / events is an advantage.

LIFE AT ADIDAS:

- Annual bonus
- Meal Voucher
- Gym and Sports opportunities
- Free access to self-learning platform
- Employee Assistance Program (personal counselling)
- Hybrid working model

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