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Manager Digital Content Strategy (Digital Planning)


Area:                                                                                                         Digital Brand Commerce

Department:                                                                                            Studio A: Content Strategy

Subsidiary/country:                                                                               Netherlands

Location:                                                                                                   Amsterdam



  1. General Purpose

As a Manager Digital Content Strategy at adidas you are accountable for consistently raising the bar of adidas’ digital content output and the shaping of new digital content-led projects and standards.


You will play a key role in ensuring adidas has an industry leading digital presence by sourcing data & insights, commissioning tests and research, trend analysis, industry benchmarking and bringing fresh knowledge to develop global content strategies, which you will then collaborate with business units, key markets and other internal stakeholders to bake into campaigns and content projects across, CRM and apps.


The Manager Digital Content Strategy will have a proven track record of applying a data-driven, test and learn mindset to content projects, ideally on a global scale, as well as the excellent collaboration and communication skills required to deliver exceptional results in cross-functional project teams.




  1. Key Responsibilities 


  1. Content Strategy
    • Understand internal and external consumer and commercial drivers influencing content requirements across .Com, email & Apps
    • Collaborate with Digital, business units and market functions to identify areas where the application of content strategy and best practices will help drive better business results
    • Monitor content performance, inform future direction and execute content pilots to influence the ongoing evolution of adidas’ consumer experience


  1. Communication
  • Communicate content strategy to Digital, BUs, global parties and markets within your scope of responsibility
  • Be an internal ambassador for the importance of a strategic approach to content, consistently bringing fresh, data-backed thinking to drive positive change
  • Communicate with internal and external content creators in your area of responsibility to encourage and empower them to raise the bar


  1. Optimization
  • Create, implement and share planning and content best practices with Digital, Global and Market stakeholders.
  • Contribute to the optimization of adidas content based on results and insights. Collaborate with other Digital functions to reflect consumer insights in the planning deliverables in your scope.
  1. Success Measurement
  • Monitor digital content development in your area of responsibility ensuring alignment with time and quality requirements of Brand and BU KPIs.
  • Identify risks to content development in your scope and ensure risks are transparent to internal and external stakeholders.




  1. Key Relationships:
  • (Key) market teams
  • Global Digital and Brand organizations
  • Global and local Sales organizations  
  • Group functions 
  • DBC Product Owners, UX, Analytics, SEO and Creative Services
  • External vendors & agencies



  1. Requirements
  1. Education & Professional Experience
  • Tangible evidence of developing successful content strategies for .Com, email and Apps for B2C brands (either client or agency side)
  • Experience of planning and measuring consumer-centric, story rich, content experiences in the context of B2C e-commerce
  • Degree in digital marketing, business administration or comparable degree
  • 5+ years of professional experience in multi-national business environment (thereof 1+ year experience in a Digital Content Strategy/Marketing and/or eCommerce environment)
  • Experience working with stakeholders and experts at various seniority levels
  • Experience/involvement in working in and understanding of the adidas Brand Marketing organization preferred
  1. Soft-Skills
  • Excellent communication skills, comfortable presenting to stakeholders at various organizational levels both in person and remotely
  • Affinity with Brand Marketing content delivery needs, solutions and processes
  • Ability to understand consumer behavior across the entire digital landscape
  • Strong problem-solver with an ability to handle ambiguity and untangle complex situations into actionable activities
  • High resilience and solution-oriented attitude
  • Motivated self-starter adept at handling complex projects with multiple stakeholders
  • Passion for digital content
  1. Hard-Skills
  • Advanced knowledge of technical and creative aspects of digital and mobile, with specialist knowledge in digital content
  • Demonstrable evidence of a data-led approach to developing content strategy and content projects
  • Comfortable working with enterprise-level platforms and technologies
  • Advanced Powerpoint skills
  • Advanced understanding of digital IT products and capabilities
  • Fluent in English both verbally and written



Source: Adidas