Brand Activation Director – Foot Locker – Vianen (The Netherlands)
The Brand Activation Director is a newly created position within the European corporate Marketing team of Foot Locker Europe, supporting the product calender across retail and eComm segments active on the European market. The business counts over 600 stores across 18 countries under the Foot Locker banner. The European retail and digital marketing strategy is being developed and deployed out of their HQ in Vianen. The Brand Activation Director leads the creation and execution of brand connections and communication programs across key platforms and media channels to build brand identity and drive traffic and conversion to Foot Locker stores. The position works in close co-operation with VP Marketing, Brand Director, Visual Merchandising Director and e-commerce.
In this highly visible, dynamic and innovative position, you drive brand activations in Europe and deploy pertinent localizations. You run and engage the Brand Activation team in translating key brand stories into comprehensive activation plans. Your three main responsibility areas are: Strategy Development, Media Planning and Brand Activation Planning.
If you bring the required background, have a personal interest in sneaker culture and have a true passion for the Foot Locker brand and products, this position might be just what you are looking for. We are looking for someone who inspires others around him/her, fosters new ideas, is innovative, ahead of the game and an expert in the field. A professional who stimulates team efforts and truly partners across the business. Someone who can switch between high level and hands on, wants to make a difference by building customer journeys within FL’s target group and someone who wants to be part of a great company achieving great results.
Tasks & Responsibilities
Strategy Development
- Play a key role in defining the overall activation strategy, translating brand marketing objectives into strong integrated plans that drive sales and enhance the brand, within the allocated budget
- Collaborate extensively with the Brand Director and eComm Director to deliver an integrated cross channel communication strategy
Media Planning
- Develop the media strategy (Digital, Social, Mobile, TV, OOH) for Foot Locker Europe in partnership with the VP Marketing and close collaboration with the Brand Director
- Develop creative and innovative integrated media plans, based on a deep understanding of the consumer and the consumer journey
- Champion the integration of new media and digital innovations while ensuring brand attributes receive high marks from consumers
- Establish clear campaign KPI’s and metrics and lead the brand activation team in achieving those goals
- Drive brand presence through social media platforms, digital and mobile
- Lead agency and vendor relationships
Brand Activation Planning
- Translate key brand initiatives into strong multi-channel activation plans, including sports marketing, events, brand partnerships and sponsorships
- Develop and implement a comprehensive sports marketing strategy as a part of the activation plan
- Create cross marketing opportunities with other companies tied into the lifestyle of our target consumer
- Establish clear campaign KPI’s and metrics and lead the team in achieving those goals
- Lead and manage external agencies
Required and Desired Candidate Profile
- University degree, preferably related to Business Administration, Marketing, Media
- 7-10 years of relevant experience (with an international/European scope), within the Retail/FMCG/Fashion/Sports Industry or a media/advertising agency
- Branding Activation experience with target group (16-28 year old) would be a major plus
- Thorough understanding of the European media landscape, media channels along with a natural curiosity for digital media
- Experienced in short term execution of media strategy (short cycled)
- Proven ability and experience to analyse performance reports and provide insights on brand impact through metrics (ROI)
- Strong sense of collaboration and ability to build strategic internal and external relationships
- Must convey healthy self-confidence and drive influence at various levels of the organisation
- Action oriented with strong organisational skills
- Fluent in English, and knowledge of other European languages desirable
- Candidates must be eligible to work in the Netherlands, live or relocate to Netherlands
- Willingness to travel up to 30%
- Fulltime availability
Personal Profile
- Plays to win and focuses on the future
- Ability to turn strategy into action and focus on the future
- Brings other along
- Knows how to play well with others builds win-win solutions through partnerships and has the ability to effectively interact with all levels of Management; ability to influence others to win support for ideas and initiatives. Presents a logical and persuasive case when offering ideas and opinions. Negotiates effectively with others to arrive at sound solutions.
- Communicates up, down and out. Speaks clearly and expresses self well in groups and in one-to-one conversations. Conveys written information clearly and effectively in both formal and informal documents. Presents a compelling case for own ideas and proposals.
- Breaks records. Constantly raising the bar and sees the opportunities: Has the vision to see the potential, always looking ahead to anticipate business opportunities; anticipates and adjusts plans for problems, leaving time to finish a task before its deadline. Able to plan effective schedules for own work, and for the work delegated to others on his/her team.
- Be a pro. Able to leverage background business knowledge to make better decisions. Knows the competition, the strategies and tactics that work in the marketplace. Knowledgeable about current and future policies, trends, technology, and information affecting the business.
