Manager Brand Communications - Originals

Purpose & Overall Relevance for the Organization

Lead Brand Communications for Lifestyle, across Originals and Sportswear, translating global and regional brand direction into locally relevant strategies and integrated campaigns for the Chilean market.
This role connects brand, product, consumer and business, building desire and cultural relevance while supporting product launches and commercial priorities. Working closely with Product Marketing, Category Management and cross-functional teams, the Manager Brand Communications Lifestyle will lead 360° campaigns that bring our products and stories to life across consumer touchpoints, while ensuring consistency with adidas brand strategy and regional direction. This positioning builds on the corporate mandate to execute Market Brand Strategy locally while supporting brand and category objectives.

Key Responsibilities

• Lead the Brand Communications strategy and execution for Lifestyle, across Originals and Sportswear, ensuring both categories are represented according to brand, product and business priorities.
• Translate global and regional brand strategies, calendars and creative direction into locally relevant plans and activations for the Chilean consumer.
• Lead integrated 360° campaigns, connecting brand storytelling with product launches, consumer insights, media, PR, social, influencers and relevant consumer touchpoints.
• Partner closely with Product Marketing and Category Management teams to understand product priorities, assortments, launch calendars and channel needs, ensuring communication supports both brand building and product performance.
• Connect product storytelling with key commercial moments, creating relevance and desire while supporting product consideration and sell-through.
• Build strong cross-functional alignment across Brand, Product, Commercial and channel teams to ensure consistent and impactful execution across the marketplace.
• Identify relevant consumer, fashion and cultural trends and translate them into opportunities that strengthen adidas' position within Lifestyle.
• Partner with Cultural Marketing to connect campaigns with relevant talents, communities and cultural moments.
• Monitor campaign effectiveness across brand health, reach, frequency, consideration, share of voice, media efficiency, influencer performance and product or sales results, translating insights into clear optimization actions.
• Manage the Lifestyle Brand Communications budget, ensuring effective investment allocation, ongoing tracking and alignment with approved plans and priorities.
• Lead agency relationships and creative processes, from briefing through content development, production and execution, ensuring brand consistency and high-quality output.
• Lead and develop the team, setting clear expectations, strengthening capabilities and building a strong talent pipeline for the future, in line with the leadership accountability defined in the corporate role.

Key Relationships

• Regional and Global Brand Communications teams.
• Originals and Sportswear Product Marketing and Category Management teams.
• Cultural Marketing, Media, PR, Social and Digital teams.
• Retail, Wholesale, eCommerce and other Commercial teams.
• Finance and Procurement.
• Creative, media, PR, influencer and production agencies.
• External partners, talents and relevant cultural communities.
• Local Brand Communications team and cross-functional stakeholders.

Requisite Education, Experience, Knowledge and Skills

• Bachelor's degree in Marketing, Communications, Advertising, Business Administration or a related field.
• 5+ years of relevant experience in Brand Marketing, Brand Communications, Product Marketing or related functions, consistent with the minimum experience established for the corporate role.
• Proven experience developing and executing integrated 360° brand and product campaigns, from strategy and briefing through execution and performance analysis.
• Strong product marketing experience is required, with a solid understanding of product portfolios, lifecycle, launch strategies, channel dynamics and the connection between communication investment and commercial performance.
• Proven in-house experience within a brand or consumer-driven company is required, with direct responsibility for brand and product marketing strategies, business priorities and commercial outcomes. Candidates with exclusively agency-side experience will not meet the requirements for this role.
• Experience within an international organization, working with global or regional strategies, guidelines and calendars, and translating them effectively into local market execution.
• Experience in beauty, fashion, sports, apparel, footwear, FMCG, entertainment or other consumer-driven industries is highly valued.
• Strong analytical mindset, with experience using brand, media, consumer and commercial KPIs to evaluate campaign effectiveness, optimize investment and inform future decisions.
• Proven experience managing significant marketing and communications budgets, with strong planning, prioritization and investment management capabilities.
• Experience leading creative, media, PR and/or production agencies and managing complex external partnerships.
• Strong stakeholder management and influencing skills, with the ability to navigate a highly collaborative and matrixed organization.
• Previous experience leading and developing people, with the ability to build capability and support talent growth.
• Strong understanding of the Lifestyle consumer and genuine connection to fashion, sneakers, sport and contemporary culture.
• Ability to balance creativity with commercial thinking, connecting powerful brand storytelling with product and business objectives.
• Professional proficiency in English, with the ability to collaborate effectively with regional and global teams.

En adidas, valoramos la diversidad, apoyamos la inclusión de todas las personas y fomentamos la expresión individual. En el marco de la Ley de Inclusión n°21.015, incentivamos la inclusión de personas con discapacidad al mundo laboral.