Manager Wholesale Digital Marketing

Manager, Wholesale Digital Activation

As Manager, Wholesale Digital Activation, you will be responsible for optimizing and enhancing the adidas brand and product experience across key wholesale digital platforms. Your focus will be on driving high-quality traffic, increasing sell-through, and ensuring premium brand presentation across partner digital ecosystems.

In this role, you will also oversee Retail Media Network (RMN) investments, paid media activations, and digital content strategies, ensuring data-driven decision-making to maximize return on ad spend (ROAS), share of voice (SOV), and conversion rates.

Your approach will be insight-driven, leveraging data analytics, paid media, and retail consumer trends to test, learn, and optimize digital activations that drive business growth.

Key Responsibilities

Retail Media Strategy & Execution

• Develop and execute strategic digital marketing plans to drive market share, brand engagement, and commercial performance across wholesale partner digital platforms.
• Own and execute account-focused marketing programs, partnerships, and digital campaigns to achieve brand and revenue goals.
• Partner with Wholesale Marketing Leads, Sales, Merchandising, Brand Communication, and Digital Partner Commerce to align on business objectives and develop account-specific marketing strategies.
• Lead the digital content creation, guidance, and platform development from concept to execution and analysis.
• Own the media strategy for wholesale accounts, including planning, execution, evaluation, and optimization.

Content Marketing & Digital Activation

• Partner with Brand Communications and Digital Activation teams to tailor content marketing strategies that enhance consumer engagement and sell-through on wholesale partner digital platforms.
• Optimize digital content for wholesale partner websites, media placements, and consumer touchpoints, ensuring alignment with brand messaging and retail priorities.
• Leverage insights from consumer behavior, media consumption trends, and emerging technologies to refine content activation strategies across digital platforms.

Performance Measurement & Budget Optimization

• Develop and maintain digital KPI reporting frameworks to measure the effectiveness of media investments, digital activations, and brand visibility across wholesale partners.
• Track and analyze return on ad spend (ROAS), share of voice (SOV), and conversion rates to drive continuous optimization and business impact.
• Implement a test-and-learn approach to refine digital marketing tactics based on performance data and retail analytics.
• Inform budget allocation, forecasting, and performance tracking for paid digital activations within wholesale digital ecosystems.

Cross-Functional Collaboration & Leadership

• Collaborate with Wholesale Marketing, Sales, Merchandising, and Finance teams to align digital marketing investments with broader business growth objectives.
• Serve as the key liaison between wholesale digital activation teams and external advertising partners, ensuring cohesive execution and best-in-class media strategies.
• Partner with Retail Media Networks (RMNs), digital publishers, and media agencies to optimize paid digital activations.
• Lead collaboration with wholesale partners' RMN teams, ensuring adidas' media strategy is fully optimized for retail conversion and brand growth.

Key Relationships

• Retail Media Networks & Wholesale Account Partners
• Sales & Merchandising Teams
• Media, Brand Strategy, and Newsroom
• US Digital Activation Team
• External Partners (Digital agencies, vendors, publishers)

Knowledge, Skills & Abilities

• Deep understanding of digital marketing, including e-commerce, content, social, mobile, CRM, and digital media.
• Experience developing and activating brand-level digital marketing campaigns while managing multi-strategy budgets.
• Strong project management skills; ability to create detailed plans, manage seamless execution.
• Ability to collaborate with cross-functional teams to develop and implement digital solutions.
• Ability to balance performance marketing goals with overall brand-building initiatives.
• Strong ability to analyze complex data and translate insights into actionable strategies.
• Proactive mindset with confidence in testing and learning new digital approaches.
• Strong time management, organization, and prioritization skills.
• Detail-oriented with high accuracy, diligence, and a strong work ethic.

Requisite Education & Experience

• Bachelor's degree in Marketing, Business, or a related field (preferred).
• 3-5 years of hands-on experience in performance display, content management, consumer insights, site merchandising, and e-commerce analytics.
• Strong knowledge of digital infrastructure, tracking, and reporting methodologies.
• Advanced proficiency in Excel and data analytics tools.
• Prior experience working with key wholesale accounts or retail partners is a plus.

• Equivalent combination of education and/or experience may be substituted for degree