Senior Director, Brand Activation

About the role

The Senior Director, Brand Activation will own the end‑to‑end go‑to‑market strategy for adidas in Mexico, ensuring the brand wins at the point of purchase through locally‑relevant consumer experiences. This senior position integrates product, marketing and activation to drive market‑share growth, commercial results and brand heat in one of adidas’ most strategic markets.

Key responsibilities

• Act as a commercial partner with Sales, Commercial teams and Key Accounts, influencing P&L results and driving growth.
• Lead the full product lifecycle from launch to sell‑out, managing availability, slow‑moving items and on‑time‑in‑full delivery.
• Design and execute GTM plans, product ranging, pricing and activation calendars across digital and brick‑and‑mortar channels.
• Direct visual merchandising and in‑store communication teams to translate product concepts into compelling experiences.
• Balance brand and commercial activations, manage marketing spend (MWB) and prioritize initiatives using an 80/20 approach.
• Stay ahead of consumer trends, leverage data‑driven insights and partnerships to amplify brand impact.
• Oversee sponsorship (SPOMA) and contractual (CUMA) management, ensuring clear ROI and operating discipline.

Required profile

• Senior leadership presence with strong influence across functions.
• Deep expertise in the GTM process, including product ranging, pricing and activation planning.
• Strong commercial mindset with solid financial understanding of margin and operating metrics.
• In‑depth knowledge of the Mexican market, local marketing ecosystem and consumer decision moments.
• Experience leading visual merchandising, in‑store communication and digital consumer journeys.
• Proven ability to manage sponsorship contracts and deliver measurable ROI.

Required skills