Senior Manager Culture Marketing

Lead the planning and execution of culture marketing partner management and activation ranging from celebrities, artists and fashion designers within Japan, to contribute to the growth of lifestyle business.

Own overall Culture Marketing portfolio strategy creation based on local brand priority and supervision.

Define partner portfolio across fashion designers, musicians, and celebrities aligned with brand priorities

Lead endorsement contract negotiation and sealing for all CuMa partners

Accountable for all contract governance (CAF, AMS, compliance)

Act as PoC for global EIM for any global talent activation within Japan

Ensure alignment between global initiatives and local execution

Lead Fashion / Designer network development and partnership management

Drive high-impact collaboration pipeline together with CCT for product creation

Own CuMa MaEx / OPEX / showroom operations / team management

Strategically contribute to global and local brand campaigns and activations by defining celebrities and influencer partners as well as managing relationships from the beginning negotiation process to activation.

Lead talent sourcing, negotiation and contracting for key partners (artists, designers, cultural collaborators), ensuring strong alignment with local brand objectives

Ensure team and market are following global operational practices.

Comply with Contract Approval Form (CAF) procedures for new partners and renewals and ensure proper maintenance of AMS system.

Create, manage and execute Partner Activation plan for signed partners and continuously update the Partner Activation Tool (PAT): contract period, contract value, partners priority relevance, social media stats, tracking of contractual appearances and encouraging optimal presence of adidas amongst brand partners.

Research and prepare presentations/documents for internal and external stakeholders.

Establish and maintain strong relationships within Japan’s Entertainment, Streetwear, Art, and Fashion circles, i.e. actors, musicians, stylists, designers, artists, industry VIPs. Attend events and industry meetings for networking, when relevant.

Consistent collaboration with Japan cross functional teams across Brand Activation, Brand Communications, Product Marketing, Sales, Business Units and global EIM

Manage, train, and develop team members on logistical elements of the position, protocol of department and dynamics of the industry, while fostering a high performance culture.

Oversee all logistics and product ordering efforts for Culture Marketing showroom: Includes forecasting, ordering and maintaining in-office product (Monthly stock orders, quarterly promotional forecasting, seasonal specialty product) across all brand segments. Must maintain current product knowledge and clear target market objectives. Ensure showroom is run smoothly in premium condition.

Maintain brand recognition and relevant brand visibility through strategic product placement, industry/consumer events and brand integration platforms in entertainment.

Establish a performance culture and drive team members’ engagement applying the Leadership Framework.

Identify and develop high-potential talents fueling the team’s succession plan

Local Business Unit Teams

Local Brand Activation Teams

Product Marketing Teams

Sports Marketing Team

Global EIM

Finance

Legal

Sales

Key wholesale partners

Industry Contacts (Agencies, Individuals, Brands)