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Manager Media Activation, Brand Activation

Adidas Tokyo

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EN: business
JP: fluent
Employment Type
Full time

Job Description

Purpose & Overall Relevance to the Organization

Drive an effective and efficient full funnel media activation to support brand priority concept / campaign by integrating a multi-media consumer touch point including performance media under full alignment with the Country Brand Activation teams and eCommerce

Position Summary

Manager Media Activation supports or drives media activation for brand/category concepts and leads the planning, execution and management of overall performance media closely working with Digital Activation and eCommerce teams.


  • Lead and plan the development of short/mid-term performance media (SEM, display, social, app AD, etc) strategy at both lower and lower mid funnel
  • Supervise the media agency on a day-to-day basis to meet the KPIs and customer acquisition goals of eCommerce and Membership through media buying
  • Media planning/buying, day-to-day management including but not limited to an agency management
  • Support to develop effective holistic and full funnel media plan to support business and brand objectives and manage performance. Collaborate with the respective counterparts to align and execute local campaigns
  • Dig into channel data to drive testing, reporting, optimization, and analysis on Paid Social and Performance Display to identify key levers and opportunities for the improvements
  • Collaborate with media agency to provide weekly, monthly, quarterly and annual performance media reporting for senior leadership and Global media team based on request
  • Work closely with the Newsroom and Digital Activation team to avoid targeting and post conflicts through social network channels
  • Research/Tracking & reporting
  • Budget Management


  • Paid Media KPIs (ROAS, reach, frequency, CPA, etc.)
  • Share of Search
  • Brand Market share
  • Sell-out (Key concepts)
  • Sell-out of eCommerce, app installs, member acquisition
  • Compliance to Marketing Expense guidelines


  • Working experience for Digital Ad especially with programmatic Media management/control
  • Experience in full funnel media planning: ATL, BTL, traditional, digital including social
  • Strong understanding of digital infrastructure and tracking methods including cookies, tag management, cross device measurement technologies
  • Strong understanding of the display technology/agency/publisher/advertiser ecosystem/ attribution modelling
  • Strong technical experience with ad serving, DSP and data management platforms (e.g. DoubleClick, MediaMath, BlueKai) is beneficial
  • Strong understanding and experience with Twitter, Facebook, Instagram and LINE
  • Experience of web analytics and ad serving platforms (e.g. Google Analytics and DoubleClick Campaign Manager)
  • Ability to be analytical, logical, and data driven
  • Strong PowerPoint skill and Advanced Excel skills and exceptional attention to detail
  • Highly proficient in spreadsheet/power BI analysis related to marketing and sales KPIs
  • Marketing budget planning and management
  • Strong project management skillset
  • Communication skill is highly required, with internally and business partners.

Minimum Qualifications

  • University degree in business, Marketing, Communications, or related field
  • At least 4-5 years of experience in display performance media including but not limited to agency, RTB technology vendor, publisher or advertiser with a clear focus on sales campaign
  • Experience of managing direct response campaigns to ROI, ROAS, CPA, CPL, and CPI
  • Native level Japanese, Business level English

Key Relationships

  • Country Brand Activation (Brand Comms, Digital Activation, Newsroom)
  • eCommerce and Membership
  • FP&A
  • Global Performance Media
  • External partners (global/local agency, media partners)

About the Company 

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.