Senior Specialist, Social & Influencer Marketing

Job Description

Senior Specialist, Social & Influencer Marketing Purpose & Overall Relevance for the Organization: The Senior Specialist, Social & Influencer Marketing, based in our new Melbourne HQ, will be responsible for leading the local social media strategy and creating best-in-class Instagram/TikTok native content for adidas' own social channels @adidasAU and @adidasAotearoa, as well as athlete/influencer social channels. You will report to, and work directly with, the Senior Manager Digital Activation to define the social editorial calendar, create social content, and manage the day-to-day of the @adidasAU and @adidasAotearoa Instagram channels. You will plan, produce, and edit thumb-stopping IG Reels and TikToks that bring to life adidas brand campaigns, product launches, and sporting moments through local athletes, influencers, and activations. You love sport (AFL, NRL, rugby union, rugby league, soccer, running). You move fast, think social-first, and you’re always the first to know about the latest TikTok trend. You’re ambitious and you love to be on-the-go creating. You will play a pivotal role in driving sports credibility, brand desire, and advocacy, and increasing adidas brand reach in Australia and Aotearoa New Zealand. Key Responsibilities: Work with the Senior Manager, Digital Activation to localise the global adidas social strategy with local sporting & cultural moments and local athletes/partners, delivering local relevance. Partner with Brand Communications, Sports Marketing, and Digital Marketing teams to create an editorial calendar and post plan specific to Instagram @adidasAU and @adidasAotearoa. Create powerful and engaging social content according to the editorial calendar, including both (a) low-fi content, producing and editing your own iPhone-shot IG Reels and TikToks and (b) hi-fi content, engaging with local agencies for production. Manage briefs to local creative and social agencies, including budget negotiation, feedback on creative proposals, influencer negotiations, overseeing production, and content approvals. Prepare publishing plans and shoot briefs for adidas contracted athletes/partners to land brand campaigns and new product launches on partner social channels. Attend and lead offsite social content capture opportunities, including directing and producing content with adidas contracted athletes/partners. Work closely with Sports Marketing to support adidas contracted athletes/partners in publishing adidas content and ensure content is meeting key reach and engagement metrics. Lead relationship with our Community Management agency partner, who supports community building through engaging DMs/comments on owned and athlete/partner posts. Work with key Regional and Global stakeholders to feed into global social strategy, contribute content, and build local presence on global social channels. Manage the marketing budget for social, allocation of budget between different projects based on strategic priorities, and ensure timely receipting of budget. Order product for upcoming campaigns to ensure product availability during content production. Report on and distribute insights regarding social channel health and performance. Measure and share reports on campaign & content performance against key KPIs. Present social plans and performance to senior local and regional business leaders. Contribute to thought leadership and effectively communicate the role of adidas and athlete social channels to key stakeholders and business leaders. KPIs: Follower count 2D and 3D engagement rate % Video views Positive sentiment % Post frequency (# of posts) Post formats (# of Reels/TikToks, # of Collab Posts) Community management (# of DMs/comments) Successful implementation of social content i.e. on-time-in-full Key Relationships: Pacific Brand Marketing (Brand Communications, Sports Marketing, Digital Activation) Pacific eCommerce (Customer Service) Regional Brand Marketing (Emerging Markets Social & Partner Publishing) Global Newsroom (Social & Partner Publishing) Local creative and social agencies Knowledge, Skills & Abilities: Strong knowledge of the social media ecosystem, ability to keep up to date with latest trends. Experience producing and editing lo-fi iPhone shot content to create IG Reels / TikToks. Experience editing content in-platform via IG Reels / TikTok or Capcut. Experience working with creative/social agencies for hi-fi content creation. Experience with design programs, e.g. Adobe Photoshop. Experience managing large budgets, negotiating agency fees, and influencer agreements. Strong professional conduct and confidence working with high profile athletes and partners. Excellent written and oral communication skills. Ability to craft copy for Gen Z audiences including references to pop culture. Ability to understand and translate brand tone of voice / brand personality into effective social copy and community management that drives engagement. Ability to work cross-functionally and collaboratively with multiple stakeholders to deliver and execute on an editorial calendar with frequent posting. Strong project management skills and track record for successful and timely implementation of plans. Experience using social media analytics (e.g. Sprinklr, Khoros, Talkwalker) to report on campaign and content performance. Passionate and knowledgeable about sports (especially AFL, NRL, rugby union, rugby league, soccer, running), culture, and fashion. Due to the nature of social media and international sport, the Senior Specialist Social & Influencer Marketing may be attending athlete appearances, sporting moments, and content capture opportunities outside of the Melbourne Head Office and outside of standard business hours. Flexible working arrangements are provided to support adhoc working hours and locations. Requisite Education & Experience / Minimum Qualifications: 3-5 years industry experience in brand, social media, and content creation, preferably within the sports industry, with a sporting goods brand, sporting club/team, or equivalent agency experience. Fluent in English (writing and verbal). Excellent presentation skills. IT skills: Outlook, Excel and Word: Basic; PowerPoint: advanced. adidas Pacific HQ is in a brand-new built, modern, and vibrant space nestled in the heart of Melbourne's iconic sporting precinct at 65 Dover Street, Cremorne. At our Head Office location, we're proud to offer a state-of-the-art work environment that champions innovation and collaboration. Embracing a hybrid work model, we're providing the flexibility of on-site and remote work, ensuring a balanced approach to productivity and well-being for all our valued employees. #J-18808-Ljbffr