Job Description

PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION

• The Sr Specialist Digital Content & Publishing is responsible for translating brand, category and commercial priorities into locally relevant and platform-optimized digital experiences across adidas owned digital platforms, including adidas.com, adidas App and CONFIRMED App
• This role supports the planning and execution of digital activation and content across key campaigns, product launches, membership moments and commercial opportunities, ensuring content is delivered with quality, consistency and timeliness.
• The role focuses on key categories including Originals, Motorsports and Basketball, while also supporting cross-category and market-level digital priorities as needed
• As a digital content expert, the Sr Specialist identifies local market opportunities, content gaps and emerging Korean consumer trends, and helps drive more relevant, agile and effective digital content execution.

KEY RESPONSIBILITIES

DIGITAL ACTIVATION PLANNING & CALENDAR MANAGEMENT

• Lead and execute digital activation plans across adidas.com, adidas App and CONFIRMED App based on Korea’s brand, category and business priorities.
• Manage the Digital Activation Calendar in alignment with seasonal campaigns, product launches, membership moments, commercial priorities and platform-specific opportunities.
• Translate brand, category and commercial priorities into clear digital activation plans, content timelines, execution checklists and go-live requirements.
• Support digital activation for key categories including Originals, Motorsports and Basketball, while ensuring alignment with global and regional direction.
• Coordinate campaign go-live planning, content readiness, approvals and execution timelines to ensure timely and high-quality delivery.

CAMPAIGN & PLATFORM CONTENT EXECUTION

• Manage end-to-end digital content execution for key campaigns, product launches, collaborations, seasonal moments and commercial events.
• Coordinate with global, regional and local teams to secure required assets, product information, copy, translations and approvals.
• Adapt and localize global and regional content to ensure relevance for the Korean market, local consumer behavior and platform-specific needs.
• Ensure all content is delivered on time, accurately implemented and optimized for each platform, while maintaining consistency across digital touchpoints.
• Support both brand-building and conversion-focused initiatives across key digital consumer touchpoints.
• Execute key content workstreams including global regional content adaptation and recreation, membership content, reactive content and platform publishing.

X-CAT, HORIZONTAL & HYPER-LOCAL CONTENT ACTIVATION

• Coordinate, create and execute cross-category, horizontal and hyper-local digital content and experience in line with brand strategy direction.
• Identify gaps between global handover assets and local content needs, and guide decision-making on which local stories, products and cultural moments should be sourced, adapted or created.
• Develop locally relevant digital content approaches that reflect Korean consumer insights, cultural trends, city moments and platform behaviors.
• Work with local creators, influencers, partners and agencies to authenticate and commercialize key categories, concepts and cultural moments.
• Support cross-category digital content initiatives that bring together sport, culture, lifestyle and commercial storytelling.
• Provide digital content expertise and support cost-efficient production by managing local digital content agencies and global agency partners.

BRAND DIGITAL DEMAND & STAKEHOLDER MANAGEMENT

• Act as the go-to function for digital activation and content demand across Brand adidas.
• Collect, organize and prioritize digital content and activation requests from Brand Communication, Brand Unit, eCommerce, Membership and other relevant stakeholders.
• Work closely with local, regional and global stakeholders to translate brand and business priorities into effective digital activation plans.
• Support stakeholders on digital and eCommerce-related topics, including content localization, translation, SEO, platform operations and consumer journey improvement.
• Proactively communicate project status, risks, decisions needed and next steps to relevant stakeholders.
• Manage external partners and production agencies to ensure quality, timeline and cost efficiency.
• Build strong working relationships across teams to enable smoother collaboration, faster execution and higher-quality digital experiences.

PLATFORM EXPERIENCE & PERFORMANCE OPTIMIZATION

• Support optimization of digital consumer journeys across owned platforms, with a focus on engagement, traffic, conversion and membership growth.
• Work closely with eCommerce and Membership teams to ensure digital content supports both brand and business objectives.
• Create, monitor and review campaign and content KPIs in collaboration with analytics, eCommerce, Membership and relevant business teams.
• Review performance data and consumer behavior to identify opportunities for content improvement and future optimization.
• Translate performance insights into actionable recommendations for future digital activations, content formats, messaging and platform execution.
• Own, execute and share content best practices across key digital touchpoints, ensuring decisions are grounded in consumer behavior, analytics and platform performance data.

INNOVATION & SCALABLE CONTENT PRODUCTION

• Support the team’s evolution toward more agile, scalable and efficient content production models.
• Explore opportunities to leverage new tools and technologies, including AI, for content localization, asset adaptation, product storytelling and production efficiency.
• Contribute to local best practices around scalable content creation, including quality standards, usage scope, rights and guardrails.
• Identify opportunities to localize global content for Korea in a faster, smarter and more consumer-relevant way.
• Support pilot projects that improve content turnaround time, reduce production complexity and increase content relevance.

KPI’s

• Net Sales
• Consumer engagement on owned digital platforms
• Owned digital platform growth
• Campaign and content performance
• Conversion-focused activation performance
• Quality and consistency of digital experience
• Content production efficiency
• Shared KPIs with eCom

KEY RELATIONSHIPS

• INTERNAL: Global/Regional digital activation team, Global/Regional/SK eCom teams - Site Operations teams, Onsite Merchandising teams, Planning & Media Activation team, Brand Comms, Membership, Retail Marketing, Translations Project Managers, Brand Unit
• EXTERNAL: Digital media owners, Performance Marketing agencies, Creative agencies, External content publishing / production support, Global agency partners, Soft- and hardware support teams, and a variety of other internal and external stakeholders.

KNOWLEDGE, SKILLS AND ABILITIES

• Digital marketing background preferred
• Strong analytical and problem-solving skills
• Proven project management experience
• Experience in both market and above market organization preferred
• Ability to manage multiple stakeholders and external agency partners
• Strong understanding of consumer journey, digital platforms and content performance
• Advanced user of MS Office suite of products
• Fluent in Korean
• Fluent in English

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS

• University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
• 5 years’ experience in relevant Marketing fields – content creations/creative work preferred
• Marketing and /or Sales experience
• Experience in digital marketing, content publishing, eCommerce or platform activation preferred