Manager Go‑To‑Market Lifestyle, SEA

Purpose

The Go-To-Market (GTM) Manager for Lifestyle is responsible for executing seasonal GTM plans in market, translating SEA category direction into locally relevant assortments, strong channel execution, and impactful consumer experiences that drive sustainable growth.

Key Responsibilities

• Seasonal GTM Planning & Process Leadership
• Own and orchestrate the full GTM calendar for the country, ensuring all milestones, deadlines, and cross‑functional deliverables are aligned with global and SEA timelines.
• Translate SEA GTM direction into locally executable plans, ensuring alignment with consumer insights, channel priorities, and market opportunities.
• Lead GTM workshop readiness through country, category, and franchise planning, actively representing local market perspectives in seasonal GTM workshops
• Facilitate local GTM execution across pre-lines, range building, sell-in, SMM / Brand Days, and post-season reviews, ensuring strong seasonal readiness and cross-functional alignment.
• Assortment & Range Management
• Partner with Category & Merchandising to translate SEA concepts into localized assortments that fit the country consumer needs and channel requirements.
• Lead product segmentation and distribution strategies across wholesale, key accounts, ecommerce, and adidas‑owned retail environments.
• Support demand planning through clear seasonal priorities, volume guidance, and market input.
• Commercial & Channel Readiness
• Equip sales teams with seasonal product stories, segmentation briefs, and sell-in tools to support strong commercial execution.
• Collaborate with Key Account Managers and Retail Operations to ensure marketplace consistency and brand elevation.
• Cross‑Functional Alignment
• Act as the central connection between Brand Activation, Merchandising, Sales, Retail, and Supply Chain.
• Ensure all teams are aligned on seasonal priorities, hero stories, channel focus, and commercial targets.
• Partner with Brand Activation to bring product stories to life through consumer‑relevant campaigns and in‑store experiences.
• Consumer & Market Insights
• Monitor competitor activity, pricing dynamics, consumer behavior, and channel trends to identify assortment gaps and local market opportunities.
• Identify opportunities for local relevance while maintaining brand consistency.
• Provide actionable market feedback on assortment needs, competitive positioning, and pricing realities to SEA GTM and Category teams.
• Performance Optimization
• Lead post‑season analysis to evaluate product performance, sell‑through, distribution, and campaign effectiveness.
• Provide actionable insights to improve future assortments, channel allocation, and storytelling.
• Leverage reporting and performance dashboards to monitor GTM effectiveness and identify commercial opportunities.
  
  

Key Relationships

• SEA Category & Merchandising Teams
• Country Brand & Activation Team
• Country Sales & Key Account Teams
• Retail Operations & Visual Merchandising
• Demand Planning & Supply Chain
  
  

Knowledge, Skills & Capabilities

• Strong understanding of local consumer trends, marketplace dynamics, and channel needs within the country market.
• Good knowledge of assortment planning, product segmentation, and commercial execution across Wholesale, Retail, and Digital channels.
• Ability to translate SEA GTM direction into clear local execution plans and commercial actions.
• Strong analytical mindset, with the ability to interpret sell-in, sell-out, inventory, and market data into actionable insights.
• Effective stakeholder management skills, with the ability to collaborate across cross-functional teams in a matrix environment.
• Strong organizational and project management skills, able to manage multiple seasonal milestones and priorities.
• Commercially aware, solution-oriented, and comfortable operating in a fast-paced environment.
• Proficiency in Microsoft Office (Excel, PowerPoint) and familiarity with merchandising / BI tools.
  
  

Education & Experience Requirements

• Bachelor’s degree in Business, Marketing, Merchandising, or related field.
• 5+ years of experience in GTM, Merchandising, Category Management, or Commercial roles—preferably in sportswear, fashion, FMCG, or retail.
• Experience working with cross‑functional teams in a regional or global organization is 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.