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Senior Specialist, Social & Influencer Marketing
Purpose & Overall Relevance for the Organization:
The Senior Specialist, Social & Influencer Marketing, is an exciting, new role in our Melbourne-based marketing team, and will be responsible for leading the local social media strategy and creating best-in-class Instagram/TikTok native content for adidas own social @adidasAU and athlete/influencer social channels.
You will report to, and work directly with, the Senior Manager Digital Activation to define the social editorial calendar, create social content, and manage the day-to-day of the @adidasAU social channel. You will plan, produce and edit thumb-stopping lo-fi IG Reels and TikToks that bring to life adidas brand campaigns, product launches and sporting moments through local athletes, influencers and activations.
You love (AFL, NRL, rugby union, soccer, running). You move fast. You think social-first and you're always with a tripod and iPhone in hand. You're ambitious and you love to be on-the-go creating. You will play a pivotal role in driving sports credibility, brand desire and advocacy, and increasing adidas brand reach in Australia and New Zealand.
Key Responsibilities:
- Work with the Senior Manager, Digital Activation to localise the global adidas social strategy with local sporting & cultural moments and local athletes/partners, delivering local relevance
- Partner with Brand Communications, Sports Marketing and Digital Marketing teams to create an editorial calendar and post plan specific to Instagram @adidasAU
- Create powerful and engaging social content according to the editorial calendar, including both (a) low-fi content, producing and editing your own iPhone-shot IG Reels and TikToks and (b) hi-fi content, engaging with local agencies for production
- Manage briefs to local creative and social agencies, including budget negotiation, feedback on creative proposals, influencer negotiations, overseeing production and content approvals
- Prepare publishing plans and shoot briefs for adidas contracted athletes/partners to land brand campaigns and new product launches on partner social channels
- Attend and lead offsite social content capture opportunities, including directing and producing content with adidas contracted athletes/partners.
- Work closely with Sports Marketing to support adidas contracted athletes/partners in publishing adidas content and ensure content is meeting key reach and engagement metrics
- Manage the day-to-day for @adidasAU Instagram and Facebook channels, including community building through engaging DMs/comments on owned and athlete/partner posts
- Work with key Regional and Global stakeholders to feed into global social strategy, contribute content and build local presence on global social channels feeding into global social strategy
- Manage the marketing budget for social, allocation of budget between different projects based on strategic priorities and ensure timely receipting of budget
- Order product for upcoming campaigns to ensure product availability during content production
- Report on and distribute insights regarding social channel health and performance
- Measure and share reports on campaign & content performance against key KPIs.
- Present social plans and performance to senior local and regional business leaders
- Contribute to thought leadership and effectively communicate the role of adidas and athlete social channels to key stakeholders and business leaders
- Follower count
- 2D and 3D engagement rate %
- Video views
- Positive sentiment %
- Post frequency (# of posts)
- Post formats (# of Reels/TikToks, # of Collab Posts)
- Community management (# of DMs/comments)
- Successful implementation of social content i.e. on-time-in-full
- Pacific Brand Marketing (Brand Communications, Sports Marketing, Digital Activation)
- Pacific eCommerce (Customer Service)
- Regional Brand Marketing (Emerging Markets Social & Partner Publishing)
- Global Newsroom (Social & Partner Publishing)
- Local creative and social agencies
- Strong knowledge of the social media ecosystem, ability to keep up to date with latest trends
- Experience producing and editing lo-fi iPhone shot content to create IG Reels / TikToks
- Experience editing content in-platform via IG Reels / TikTok or Capcut
- Experience working with creative/social agencies for hi-fi content creation
- Experience with design programs, e.g. Adobe Photoshop, is a plus (not mandatory)
- Experience managing large budgets, negotiating agency fees and influencer agreements
- Strong professional conduct and confidence working with high profile athletes and partners
- Excellent written and oral communication skills
- Ability to craft copy for Gen Z audiences including references to pop culture
- Ability to understand and translate brand tone of voice / brand personality into effective social copy and community management that drives engagement
- Ability to work cross-functionally and collaboratively with multiple stakeholders to deliver and execute on an editorial calendar with frequent posting
- Strong project management skills and track record for successful and timely implementation of plans
- Experience using social media analytics (e.g. Sprinklr, Khoros, Talkwalker) to report on campaign and content performance
- Passionate and knowledgeable about sports (especially AFL, NRL, rugby union, soccer, running), culture and fashion
Requisite Education & Experience / Minimum Qualifications:
- 3-5 years industry experience in brand, social media and content creation, preferably within the sports industry, with a sporting goods brand, or equivalent agency experience
- Bachelor's degree required
- Fluent in English (writing and verbal)
- Excellent presentation skills
- IT skills: Outlook, Excel and Word: Basic; PowerPoint: advanced.
A competitive base salary, bonus scheme and adidas employee benefits are also on offer to the successful candidate, these may include:
- Remote Work Options
- Employee Assistant Programs
- Parental Benefits
- Employee Discount on adidas Merchandise
- Press the "Apply" button and follow the instructions
- You will be required to fill out the online applications forms, and attach a copy of your resume and cover letter which addresses all above candidate requirements
- Applications which do not attach a cover letter which addresses the job requirements specific to adidas will not be considered.
- Applications will only be accepted through the steps above
- Please note that due to the high volume of applications adidas receives, we will be unable to respond to all individual inquiries.
About adidas
In 2024, adidas Pacific HQ is embarking on an exhilarating journey as we move to a new, modern, and vibrant space nestled in the heart of Melbourne's iconic sporting precinct.
Our upcoming relocation to 65 Dover Street, Cremorne represents more than just a change of address. It's a monumental leap forward in our commitment to fostering exceptional experiences for our consumers, partners, and our team.
At our new Head Office location, we're proud to offer a state of the art work environment that champions innovation and collaboration. Embracing a hybrid work model, we're providing the flexibility of on-site and remote work, ensuring a balanced approach to productivity and well-being for all our valued employees.
This move presents an incredible opportunity to join an innovative and dynamic team, unleashing our full potential at our new Pacific HQ. If you share our passion for sports, creativity, and the limitless possibilities, we invite you to explore the exciting career pathways currently available at adidas in the lead up to our big move.
Join us in crafting a future that's brighter, bolder, and more inspiring than ever before. Visit 65dovercremorne.com.au to delve into the prospects awaiting you at adidas.
Let's embark on this transformative journey together and create remarkable experiences at the heart of Melbourne's sporting precinct.
Please note part of adidas Pacific's recruitment process will require external candidates to consent to a pre-employment criminal history check
Note to agencies: adidas Pacific does not accept any unsolicited calls or resumes from head hunters, executive recruiters, or other staffing or recruitment agencies. Please do not submit or forward any resumes, CVs or profiles to the adidas careers portal, nor to any adidas personnel. adidas will not pay any fees relating to unsolicited resumes.
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.
Job Title: Senior Specialist, Social & Influencer Marketing
Brand: adidas
Location: Melbourne
TEAM: Marketing & Communications
State: VIC
Country/Region: AU
Contract Type: Full time
Number: 508060
Date: Feb 20, 2024
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