Senior Media Manager

Amsterdam | Netherlands | Digital

At adidas, every day is a chance to flip the script. An invitation to take everything we know and re-invent it. Do it better. Never settling for good enough. Every day we get up, invent, adapt, improvise, find new ways to collaborate, and do the unexpected. We’re creators, makers and doers. Helping athletes make a difference, not just in their games, but in their lives and in their world. It’s an obsession.

We’ve been doing this for more than 65 years. With an unmatched history and tradition of creating iconic products, consumer connections and experiences, we’ve been defining sport culture since the beginning. And we’re never done. Come be a part of shaping the future together with us.

Purpose & Overall Relevance for the Organization:


To ensure world class media management is developed, communicated, implemented, measured and improved upon across the adidas global network according to the Concept Focus principles of focusing media spend and compliance to the Reason to Believe & Buy campaigns.


To help drive the global media strategy, guidelines and implementation across adidas Brand and Categories in a timely and effective manner.

Help local markets plan, buy and measure the best possible campaigns that beneficially affect brand perception and long term sales

Key Responsibilities:  

  • Contribute to and influence adidas’ global media strategy, guidelines and test and learn programmes
  • Drive the implementation and rigorous use of the global media process, systems, nomenclature and overall operating model to ensure Concept Focus
  • Work tightly with global and local media agencies, ensuring they have Brand and Category guidelines, have been briefed by their local clients and are enabled to follow the process to completion
  • Lead and keep up to date the Media Management Platform (Lumina), ensuring agencies are incentivised and instructed to keep the system up to date with high data quality and stick to campaign planning process and compliance
  • Oversee and run regular audits of Lumina, in collaboration with finance, procurement and media owners, ensuring data comprehensiveness and quality
  • Lead and shape the reporting framework from the Media Management Platform, ensuring all stakeholders have access and can take decisions on relevant data from the platform
  • Manage the Media Management Platform supplier (currently MediaOcean) to drive the development timeline of the platform to ensure it meets adidas’ needs
  • Oversee the DoubleClick stack technology, the Verification system and other platforms and systems that affect the global, regional and local media operations
  • Lead the relationship with the global adidas analytics and brand finance teams to ensure taxonomies, nomenclature and campaign activity is recorded and measured correctly
  • Drive agencies to deliver accurate and timely PCAs for all Brand and Category campaigns (Reason To Believe / Reason To Buy)
  • Collaborate with regional media teams to help shape operational aspects affecting the implementation and measurement of the media process 
  • Lead communication with global, regional and local marketing teams to help them understand the specific category campaign objectives and measurement
  • Drive the implementation of best practice across video and mobile
  • Collaborate and work closely with Procurement to shape media agencies staffing plans, ensuring they are delivering against the contractual Scope of Work
  • Lead and shape the media training programme for global marketing teams

Stakeholder Management:

  • Work collaboratively with global marketing teams, regional and local markets, Consumer Analytics, Consumer Insight, Strategy, Finance, Sales, Legal, eCommerce, Procurement and media agencies

Key Relationships:

Global media agency, local media agencies, Tech and media operation vendors, Global Brand and category communications teams, Brand Comms Ops, regional and local marketing teams, Finance, Sales, eCommerce, Newsrooms, Legal, Consumer Analytics


Brand KPIs – contributing towards the improvement of brand perception

Sales KPIs – contributing towards the long-term financial growth of the company

>90% accuracy of campaign level data on Lumina

>90% accuracy of campaign level data on DoubleClick stack

>90% implementation of media process for Brand and Category campaigns

>65% Coordinated Brand and eCom media planning to achieve critical mass in activation of Believe & Buy campaigns.

Knowledge, Skills and Abilities:

  • Planning, implementing and measuring media campaigns
  • Experience planning and/or buying media in a local market – ideally across all media types
  • Understanding of media agency set-up, structures and general view of the operating model
  • Experience working with multiple agencies on campaign development and activation (from agency or client side)
  • Good understanding of digital media and how it fits into the media and marketing ecosystem
  • Strong knowledge of media KPIs – what are useful and what are questionable
  • Vast experience of either creating or assessing excel media plans
  • Ability to work in complex, diverse and pressured environments
  • Excellent written & presentation skills
  • Strong but empathetic communications approach
  • International experience nice to have but not needed
  • Broad understanding and passion for the sports and/or entertainment industry

Soft Skills:

  • Inquisitive, insightful and thoughtful
  • Empathetic yet prepared to challenge and question the norm
  • Hard worker
  • Process and solution-oriented with an attention to detail
  • Innovative thinker
  • Can independently prioritize and manage workload
  • Collaborative by nature.  Able to partner with internal and external teams and is flexible to variable team dynamics and cultures

Requisite Education and Experience / Minimum Qualifications: 

  • 4 years + media agency experience
  • 2 years + client side experience (not required)
  • Degree educated

Take a glimpse into working at the adidas Amsterdam:

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The Facts

Jobtitle Senior Media Manager
Team Digital
Brand adidas
Location Amsterdam
Country Netherlands
Number 165772
Position Type Full time
Date Sep-04, 2017
Relocation no

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Learn more about Amsterdam

Welcome to the Netherlands!

Get ready to build your career with one of the leading sporting goods companies in the world. When you join us in the Netherlands, you become a brand ambassador, living and breathing sport and a sporting lifestyle. The adidas culture in the Netherlands is best described as a high intensity group of problem solvers who aspire toward excellence and settle for nothing less. We are open, friendly, and hardworking and are known for our direct communications. Healthcare and education are a top priority in Dutch culture. Working here, you'll have an extensive choice of schools for your children and a wide range of affordable healthcare benefits. Additional adidas benefits include a pension plan, company sports, staff discount and much more.

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