Manager Wholesale Activation SEA

Purpose & Overall Relevance for the Organization

In Southeast Asia, wholesale remains a critical growth and brand‑building engine. As Manager, WHS Activation, you will be responsible for setting the SEA regional framework for wholesale partners – to support the country brand teams in bringing the adidas brand and product stories to life in those channels, ensuring premium, consistent, and consumer‑led execution at the point of sale.

Key Responsibilities

Wholesale Activation Strategy (Sport & Specialty)

• Own the WHS activation strategy, aligned with Global, Emerging Markets and Southeast Asia strategies.


• Translate seasonal brand, category, and franchise priorities into clear wholesale activation frameworks, KPIs, and budget management.


• Ensure activations reflect the technical credibility and performance authority of adidas.


• Balance global consistency with channel and partner‑specific relevance, as well as brand and commercial

Partner Activation & In‑Store Frameworks

• Ensure excellence in:




• Product storytelling and education


• Visual merchandising and POS execution


• Consumer engagement moments and launches




• Collaborate with partners to elevate adidas visibility while respecting retailer brand and environment standards.


• Drive consistent execution across stores, doors, and markets.


• Flexible/adaptable approach in order to maximize brand & commercial output

Channel & Category Collaboration

• Partner closely with WHS commercial teams in cluster and countries, Category Management (Performance and/or Lifestyle), Brand, Sports Marketing, and GTM teams.


• Support key category & calendar moments


• Ensure WHS activations reinforce category priorities and commercial objectives.


• Align activations with sell‑in and sell‑out strategies

Planning, Budget & Timeline Management

• Oversee country WHS activation planning calendars, milestones, and budgets for sport and specialty channels.


• Ensure on‑time delivery of all activation assets and on-brand execution.


• Track spend, ensure compliance with brand and finance guidelines, and optimize investment effectiveness.


• Proactively identify risks and mitigation plans according to business realities.

Performance Tracking & Effectiveness

• Monitor activation quality and impact through KPIs such as:




• Execution compliance


• Sell‑out uplift


• Consumer engagement and feedback




• Conduct post‑activation reviews and capture learnings.


• Use insights to continuously improve activation approaches and tools.

Key Relationships

• 
  Internal: Brand Activation, Category Management, GTM, Sports Marketing, Commercial & Key Account Teams, Finance, Supply Chain


• 
  External: Sport and specialty wholesale partners, Agencies, vendors

Knowledge, Skills & Experience

Professional Experience

• 5–8 years of experience in Brand Activation, Wholesale Marketing, Retail Marketing, or Trade Marketing, ideally within sports or performance brands.


• Strong experience working with sport and specialty retail channels.


• Background in wholesale activation within a matrixed organization.

Functional Skills

• Strong understanding of performance retail environments and consumer journeys.


• Excellent project management and execution skills.


• Ability to translate brand strategy into practical, in‑store activation.


• Solid budget management and analytical capabilities.

Leadership & Behaviors

• Consumer‑first and execution‑obsessed.


• Strong communicator and collaborator with retail partners & country teams.


• Comfortable operating in fast‑paced, high‑expectation environments.


• Resilient, adaptive, proactive, and solution‑oriented.