Sr. Director Brand Communications - Basketball

PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION

In line with the GM-created strategic business plan and Basketball category consumer vision, lead the development of the integrated global communication strategy for adidas Basketball. This role is responsible for setting the global comms direction, overseeing campaign creation, and driving execution across all markets, with a direct focus on the North America business. The individual will ensure that brand communications are consumer-led, locally relevant, globally consistent, and executed at best-in-class standards.

KEY RESPONSIBILITIES

• Global Strategy & Planning
  
  
  
  • Partner with the GM Basketball and Global Brand Communications senior leadership on the definition of the consumer, positioning, and annual marketing plan.
  • Create the global category communication strategy and ensure it is consistent, consumer-right, and aligned with the global brand calendar and business priorities.
  • Brief and oversee external creative/agency partners to deliver through-the-line campaigns that reflect adidas' Basketball vision.
  • Oversee sell-in tools and market-facing assets to ensure a consumer-centric view at key global milestones.
  
  
  
  

• North America Execution
  
  
  
  • Lead the execution of global communication plans in the North America market, ensuring they are adapted to meet local consumer needs and market priorities.
  • Ensure delivery of the Omni-Channel calendar (eComm, Own Retail, Key Cities, Wholesale), balancing global direction with locally relevant activations.
  
  
  
  

• Budget Management
  
  
  
  • Own and manage global and North America Basketball communications budgets, ensuring effective allocation of resources across campaigns, channels, and markets.
  • Oversee investment strategies that maximize ROI, balancing global brand priorities with market-specific needs.
  • Partner with Finance and Procurement to forecast, track, and report budget performance, ensuring fiscal responsibility and compliance with adidas standards.
  
  
  
  

• Consumer Insights & Performance
  
  
  
  • Drive a deep understanding of the consumer across Basketball (franchises, hype, performance) by leveraging data, studies, competitive analysis, and insights.
  • Track, measure, and report on the effectiveness of communication efforts globally and in North America, ensuring continuous improvement and learnings.
  • Own key KPIs for Basketball communications and lead corrective actions when needed.
  
  
  
  

• Collaboration & Leadership
  
  
  
  • Act as the senior face of adidas Basketball communications with external partners, agencies, media, and key accounts.
  • Partner cross-functionally with key BU functions (i.e. Strategy, Product Marketing, Merchandising, Sport Marketing, etc.) and key Horizontal functions (i.e. Marketing, Ops, Digital, Media, Newsroom, etc.) to ensure integrated execution.
  • Manage agency rosters, budgets, and procurement in alignment with adidas' standards.
  • Lead, develop, and inspire a diverse communications team across multiple office locations, driving high performance, employee engagement, and talent development.
  
  
  
  

KEY RELATIONSHIPS

adidas Global Basketball BU: Head Office / Strategy, Product Marketing, Merchandising, Sports Marketing

adidas Global Horizontal Functions: Marketing / Ops, PR / Social, Retail, Digital & Brand Expression

adidas NAM Channel Functions: Newsroom, Digital, DTC, Trade Marketing

adidas Global BUs (non-Basketball): Other Category Brand Comms & Touchpoints Teams

adidas Local Market Teams: NAM, LAM, EU, GCA, EM, APAC

adidas Finance / Controlling

adidas Global & NAM Procurement

External Comms & Touchpoint Specific Agencies

External Partners & Key Accounts

KNOWLEDGE, SKILLS AND ABILITIES

• Proven senior-level leadership experience in brand communications (global + local).
• Expertise in consumer messaging, brand building, demand creation, and omni-channel activation.
• Strong project, budget, and resource management skills.
• Ability to lead multidisciplinary teams and manage agency partners.
• Deep understanding of PR, digital, social, and media relations.
• Excellent written and verbal communication skills, with proven ability to present to senior/global audiences.
• Broad knowledge of sport, culture, and lifestyle with a passion for basketball.
• Ability to serve as a senior spokesperson for the brand when required.

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS

• Degree in Marketing Communications or a related field; Master's/MBA preferred.
• 12+ years' experience in integrated brand communications, with global and local (North America) market experience.
• Demonstrated success leading high-profile communication strategies and executing at scale.
• Experience in sports, fashion, or youth culture brands strongly preferred.