Senior Manager Newsroom EMC

Purpose & Overall Relevance for the Organization

The Senior Manager PR & Social Media leads overall own and partners social media, PR, and storytelling strategy across Emerging Markets Central, driving strategic and qualitative exposure for the brand, categories, and products. The role elevates PR as an integrated and effective communication tool within the broader marketing mix, ensuring strong alignment between global direction and local execution.

The role is responsible for developing and implementing an integrated newsroom approach that connects PR, content, and social amplification across markets and partners. It also oversees content production end-to-end, from briefing to agency selection and execution, ensuring best-in-class quality and budget efficiency.

In addition, the Senior Manager acts as a key leader in brand reputation management, including issues and crisis mitigation, and owns the Protect the Brand workstream at regional level, ensuring organizational readiness and effective response during major moments and ongoing activities.

Key Responsibilities

• Design and lead the integrated PR & Social Media strategy across Emerging Markets Central. Drive, oversee and ensure alignment of all global and local PR activities.
• Act as a senior thought leader in PR and storytelling, providing strategic guidance to markets and cross-functional teams to develop integrated, high-impact communication concepts.
• Lead social activations and content for all brands digital and social networks.
• Work closely with Brand Marketing (Digital and Retail) teams to develop and deliver strategies and programs that increase awareness of adidas brand messaging, campaigns, products, technologies, innovations, and events.
• Oversee toolkit and content production end-to-end, from briefing to agency selection and execution for mid to low level campaigns ensuring best-in-class quality, meeting guidelines and budget efficiency.
• Establish and maintain senior-level relationships with the Global Newsroom Network and key regional stakeholders.
• Provide markets and stakeholders with integrated PR & Social Media strategies, compelling story ideas, clear messaging, and innovative tools (e.g. photography, press kits, releases, interviews and briefing documents).
• Steer and oversee the development and implementation of communication and PR tools from concept to activation, ensuring delivery is on time, within budget, and on brief.
• Act as a senior member of the Marketing team, driving alignment, integration, and media relevance across activations, products, and concepts.
• Ensure consistency and quality of adidas brand messaging across all media and communication outputs in the region.
• Drive connection plans for further campaign initiatives between adidas.com and brand
  
  

social networks.

• Oversee and guide the execution of major media engagements (press conferences, interviews, media days), ensuring maximum impact.
• Partner with product and communications teams to enhance media relevance and newsworthiness of products and concepts.
• Define and track performance of PR & Social Media activations, ensuring insights, reporting, and continuous improvement of outputs.
• Establish relevant metrics to map the impact of social media activities and amend strategies based on learnings and patterns.
• Lead and manage agency ecosystem end-to-end, including strategy, budgeting, briefing, execution, and performance management.
• Lead Social Listening and Competitive Intelligence.
• Oversee activation of brand and partner social channels to amplify newsroom storytelling across the social media ecosystem.
• Lead the team of 3 people: 1 person working on PR, and 2 people working across social media and content production.
  
  

Key Relationships

• Marketing functions: Brand Communications, OMNI, Sport Marketing and Brand Partners team, Digital, Retail, Wholesale and DPC teams
• PR, social media, creative and production agencies
• External partners & key accounts
• adidas Procurement
• adidas EM hub team
• Global Newsroom community
  
  

Knowledge, Skills And Abilities

• Strong interpersonal and communication skills with a high level of strategic thinking and leadership capability.
• Extensive experience in integrated marketing campaign development and execution.
• Strong understanding of consumer messaging, brand positioning, and reputation management.
• Deep expertise in cross-channel PR, media relations, storytelling, and digital PR / social media.
• Strong understanding of platform algorithms, engagement metrics, and KPIs.
• Proven ability to lead and collaborate with internal and external cross-functional groups across social, communications, partner activation, digital, and retail.
• Strong leadership and people management capabilities.
• Broad understanding of and passion for the sports and fashion/entertainment industry.
• Excellent written and verbal communication, presentation, and organizational skills.
  
  

Requisite Education And Experience / Minimum Qualifications

• University degree in Marketing, PR, or Business, or equivalent professional experience.
• Typically 8–10 years of relevant experience in Marketing, PR, or Communications.
• Senior-level SMM experience with proven results
• Proven experience leading teams of 2+ people and managing agencies.
• Experience working in a matrix organization with Global and Local exposure.
• Fluent reading & writing English, Arabic as a plus.
  
  

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an equal opportunity employer.

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