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Manager, Brand Communications & Membership

Adidas
Ho Chi Minh City Posted Sep 24, 2026
On-site

About this role

Adidas

Manager, Brand Communications & Membership

KEY RESPONSIBILITIES

    1. BRAND COMMUNICATIONS STRATEGY & INTEGRATED PLANNING

  • Lead the development of the local Brand Communications strategy and annual plan, translating Global/Regional Brand direction and business priorities into a clear local communications agenda

  • Continuously monitor consumer, cultural, category and competitor trends, and translate relevant insights into strategic Brand and campaign opportunities.

  • Leverage consumer, campaign, channel and business performance data to inform planning, investment priorities and optimization

  • Develop campaign strategies based on consumer and business insights, defining clear objectives, target consumers, key messages and channel roles

  • Define the integrated consumer journey across key Brand and category campaigns

  • Lead the development and localization of locally relevant campaigns, content and storytelling across PR, social, media, influencer/KOL and experiential touchpoints

  • Establish campaign KPIs, evaluate performance and translate learnings into future strategy and planning

    1. CHANNEL / RETAIL INTEGRATION & DIGITAL ACTIVATION

  • Set the overall Brand Communications direction across channel/retail and digital touchpoints, ensuring alignment with Brand and business priorities

  • Ensure Channel/Retail Activation is integrated into the overall campaign strategy and consumer journey, in close collaboration with the functional owner and relevant commercial teams

  • Define local digital activation priorities across website, mobile app, CRM, eCommerce, paid media and other relevant digital touchpoints

  • Partner with regional Digital, CRM, Media and eCommerce teams to ensure integrated and timely campaign delivery

  • Use campaign and consumer performance insights to optimize channel integration and digital activation

    1. PARTNER ACTIVATION

  • Lead consumer-facing activation strategies for relevant Brand and Sports Marketing partnerships

  • Translate partnership rights, assets and access into integrated campaigns, content, events, retail and consumer experiences

  • Collaborate closely with Sports Marketing and other partnership owners to maximize partner stories and assets across relevant consumer touchpoints

  • Ensure partner activations are integrated into the broader Brand Communications calendar and support Brand/category priorities

    1. MEMBERSHIP STRATEGY & ACTIVATION

  • Lead the local Membership strategy and annual activation roadmap in alignment with regional Membership priorities and country Brand and commercial objectives

  • Define the role of adiClub across key Brand campaigns, product launches, retail moments and consumer experiences

  • Drive member acquisition, engagement and retention through integrated Retail, Digital, CRM and experiential activations

  • Lead key Membership moments including adiClub Days, exclusive access, raffles and money-can’t-buy experiences

  • Own the end-to-end member journey across Retail, eCommerce, CRM, Digital and Brand Activation touchpoints

  • Track Membership performance and translate member and campaign insights into actionable improvements

    1. AGENCY, BUDGET & GOVERNANCE

  • Lead strategic briefing and management of creative, PR, social, media and activation agencies, ensuring clear direction, deliverables and quality standards

  • Own and manage Brand Communications and Membership budgets, ensuring disciplined investment, accurate tracking and effective utilization of resources

  • Ensure activities comply with adidas Global/Regional Brand guidelines, internal governance and relevant local legal requirements

  • Lead campaign and project post-evaluation, consolidating key learnings and recommendations for future planning

    1. CROSS-FUNCTIONAL & STAKEHOLDER MANAGEMENT

  • Act as a key Brand Communications and Membership interface across relevant local, regional and global stakeholders

  • Partner closely with GTM, Sports Marketing, Retail, Wholesale, eCommerce, Visual Merchandising, Digital, CRM, Finance, Legal and other relevant functions

  • Drive alignment on Brand Communications and Membership priorities, key milestones, responsibilities and execution requirements.

  • Provide Brand Communications and Membership expertise and consumer insights into relevant Brand and business planning processes.

KEY RELATIONSHIPS:

  • Local: Go To Market, Sports Marketing, Visual Merchandising, Digital, Customer Service, Sales, Finance, Supply Chain
  • Global/Regional: Brand Activations, Membership, Digital Consumer Experience, Brand Partners, Legal/IP
  • External: Brand/Marketing Partners, Agencies/Vendors, Media/Influencers/KOLs, Retail Partners/Customers

KNOWLEDGE, SKILLS AND ABILITIES:

  • Strong strategic Brand Communications and integrated marketing capability
  • Strong understanding of PR, social, media, digital and consumer activation
  • Membership/CRM and consumer journey understanding
  • Strong consumer, cultural and commercial mindset
  • Strong agency, stakeholder, project and budget management skills
  • Ability to translate strategy into clear direction and high-quality execution
  • Strong communication, presentation and influencing capabilities
  • Ability to work at pace, manage complexity and prioritize across multiple workstreams

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:

  • University degree in Marketing, Communications, Business or a related field

  • Minimum 5 years’ relevant experience in Brand Communications, Integrated Marketing, Consumer Activation and/or Membership/CRM

  • Experience in sports, fashion, lifestyle, retail or other consumer-focused industries preferred

  • IT: Microsoft Outlook, Word, Excel, PowerPoint

  • English: Fluent in all four skills (speaking, writing, reading, presenting)

  • Local language: Proficient

  • 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.

Job Title:

  • Manager, Brand Communications & Membership

Brand:

Location

Ho Chi Minh City

TEAM: Digital

State: 65

Country/Region: VN

Contract Type: Full time

Number: 550208

Date: Sep 24, 2026

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