Senior Director, Brand - Pacific Region

Overview

We are seeking an experienced Brand Leader to head adidas' brand initiatives across Australia, New Zealand, and Pacific Export Markets. This senior position will be responsible for advancing brand growth, enhancing consumer engagement, increasing market share, and ensuring sustainable business results. The role demands an individual who can localize global strategies effectively to connect with regional consumers and communities.

Key Responsibilities

• Develop and implement the Pacific Strategic Business Plan in alignment with global and regional goals.
• Drive growth across major product categories such as Performance, Sportswear, and Originals.
• Oversee seasonal go-to-market strategies tailored to various channels and consumer demographics.
• Localize global brand directives to create impactful regional initiatives that deepen consumer relationships and boost business growth.
• Spot and capitalize on strategic opportunities to secure long-term market leadership.
• Lead commercial priorities, including sales expansion, product availability, and distribution effectiveness.
• Analyze consumer trends, competitors, and market dynamics to identify new growth areas.
• Collaborate with Retail, eCommerce, Commercial, Finance, and Supply Chain teams to meet revenue and profitability goals.
• Manage product assortment planning to provide relevant and competitive consumer offerings in the Pacific market.
• Ensure premium execution of the adidas brand across retail outlets, online platforms, wholesale partners, and franchise networks.
• Gather deep consumer insights via research, data analytics, and market studies.
• Boost adidas Membership growth by delivering personalized experiences and loyalty programs.
• Establish and nurture partnerships in sports, entertainment, culture, and creative communities.
• Deliver regionally tailored campaigns and initiatives to heighten brand relevance and consumer participation.
• Maintain strong relationships with athletes, sports bodies, retail partners, and cultural stakeholders within the region.
• Lead the creation and management of integrated marketing campaigns spanning paid, owned, and earned media channels.
• Supervise activities such as brand activations, public relations, influencer marketing, and digital campaigns.
• Maximize marketing investments to enhance brand visibility, consumer interaction, and commercial success.
• Manage agency collaborations to ensure quality creative output and measurable business results.
• Partner with Digital and eCommerce teams to increase traffic, engagement, and sales conversions on adidas platforms.
• Drive the transformation of the regional Brand function into a digitally savvy, data-driven organization.
• Define and lead AI and data strategies to refine decision-making and marketing effectiveness.
• Collaborate with Digital, Analytics, Technology, and Global teams to apply automation and emerging technologies.
• Develop the team's capabilities in AI, data literacy, and digital marketing, fostering a culture of innovation and continuous growth.
• Implement governance and capability roadmaps to support sustainable digital transformation.
• Manage the regional marketing budget with a focus on effective investment and strong ROI.
• Ensure accurate forecasting, budget oversight, and operational discipline.
• Support sales, margin, growth, and market share achievement through disciplined processes and clear performance measures.
• Build and lead a high-performing Brand team, emphasizing collaboration, inclusion, and accountability.
• Establish team structure, succession plans, and prioritize capability development.
• Coach and mentor senior leadership and cross-functional teams.
• Promote employee engagement and professional growth within the Brand function.

Key Collaborations

Internal stakeholders: General Manager Pacific, Pacific Leadership Team, Retail, eCommerce, Membership, Wholesale, Franchise, Export, Finance, Supply Chain, Regional and Global Brand, HR, Technology, Legal, and Compliance departments.

External partners: Media and marketing agencies, athletes and sports organizations, cultural creators and influencers, retail partners, and innovation service providers.

Performance Indicators

• Brand awareness, consumer sentiment, share of voice, and market share across the Pacific.
• Revenue growth, category expansion, retail sell-through, campaign effectiveness, and budget management.
• Membership growth and engagement levels, data quality, customer lifetime value, and digital traffic/conversion.
• Marketing ROI, reach, engagement, earned media success, and campaign creativity.
• Adoption of AI tools, productivity gains through technology, data governance, and successful digital innovations.
• Employee engagement, retention, succession planning, leadership development, and digital capability growth.

Candidate Profile

• Proven senior leadership background in Brand, Marketing, Commercial, Retail, Digital, or Consumer-facing industries.
• Expertise in brand strategy, integrated marketing, consumer engagement, and business growth.
• Comprehensive understanding of the Australian and New Zealand consumer and retail markets.
• Ability to translate global strategies into impactful local execution.
• Strong commercial insight with a track record of driving performance and growth.
• Experience in consumer marketing, media, digital, partnerships, and retail activation.
• Proficiency in leveraging data analytics, AI, and emerging technologies for business improvement.
• Excellent communication, stakeholder management, and influencing skills.
• Capabilities in leading organizational change and nurturing high-performance teams.
• Passion for sport, culture, consumer lifestyle, and brand excellence.

Minimum Qualifications

• Over 12 years of leadership experience in relevant fields including Brand, Marketing, Retail, Digital, or Consumer industries.
• Bachelor's degree in Business, Marketing, Commerce, or related areas; MBA or postgraduate degrees preferred.
• Experience within complex regional or global company structures.
• Proven success leading sizeable teams and engaging senior stakeholders.
• Strong background in digital transformation, data-driven marketing, and AI business initiatives.
• Demonstrated ability using customer insights and technology to enhance marketing and business results.
• Familiarity with sport, fashion retail, FMCG, or similar consumer brands is an advantage.
• Outstanding strategic planning, execution skills, commercial judgment, and leadership qualities.

Diversity and Inclusion

Our organization values diversity, fosters inclusiveness, and encourages personal expression within the workplace. We are committed to equal opportunity employment and maintain a strict zero tolerance policy towards harassment and discrimination.