Senior Manager, Visual Direction & In-Store Communication

Senior Manager, Visual Direction & In-Store Communication

Purpose & Overall Relevance for the Organization:
This role holds a pivotal position in enhancing the in-store experience across a range of Direct-to-Consumer stores including Concept Stores, Factory Outlets, and other retail locations. Responsibilities encompass driving the overall aesthetic of stores, evolving the in-store communication strategy, and developing specific category ’s tailored to the North American market. This role drives how brand and product campaigns come to life throughout the consumer touch points in store from windows and launch zones to category areas.

It also involves fixture development, maintenance, and repair of the visual merchandising tools including fixtures, mannequins, and in-store communication tools. The role owns the GTM Planning process and collaborates closely with fleet team leadership to ensure seamless execution from conceptualization to installation. It is instrumental in shaping and optimizing the in-store identity of stores to elevate consumer engagement and drive successful retail outcomes.

• Positively communicate and actively demonstrate the Brand Values and NAM Retail Mission.
• Live a consumer-first mindset to drive visual excellence across the NAM market.
• Drive the in-store experience across Direct-to-Consumer stores, ensuring a cohesive and engaging consumer experience that aligns with brand standards and drives consumer engagement.
• Develop and evolve the in-store communication strategy, including signage, displays and messaging.
• Collaborate with merchandising and internal marketing teams to highlight product categories effectively.
• Drive the execution of brand and product campaigns across all in-store touchpoints.
• Lead the development, maintenance & repair of in-store communication tools, including fixtures, mannequins and displays.
• Work closely with fleet leadership to ensure seamless execution from conceptualization to installation of in-store elements.
• Shape and optimize the in-store identity to elevate consumer engagement and drive successful retail outcomes.
• Manage budgets related to in-store experience initiatives, encouraging optimal resource allocation and cost-effectiveness.
• Analyze market trends and consumer behaviors to identify opportunities for in-store strategy updates.
• Establish and track key performance indicators (KPIs) to measure success of in-store experience initiatives.
• Focus on improving sell-through of adidas footwear, apparel, and accessories.
• Develop and implement a comprehensive consumer experience strategy that aligns with the brand identity and resonates with the target audience.
• Collaborate with cross‑functional teams to integrate consumer‑centric approaches into all aspects of the in‑store experience.
• Oversee the creation and implementation of effective in‑store communication materials, ensuring consistency with the brand message and design guidelines.
• Work closely with marketing teams to synchronize promotional campaigns and messaging throughout the customer journey.
• Develop and implement visual merchandising strategies that align with brand identity and seasonal campaigns.
• Support product launches by coordinating timelines, deliverables, and cross‑functional inputs within the GTM Process.

• Regional Directors
• District Managers
• Store Managers | VM Leaders
• Retail Marketing team
• Merchandising | Allocation
• Business Units
• Global Retail

• Ability to role‑model a proactive approach to strategy implementation, consistently communicating up, across, and down to ensure alignment of priorities.
• Ability to lead and inspire teams through complex, challenging and changing organizational climates.
• Possess strong interpersonal skills through which desired results are delivered in a fast‑pace, highly competitive environment.
• Ability to interact at all levels within an organization—both orally and in writing.
• Ability to develop and implement innovative strategies, analyze data and identify retail solutions.
• Ability to brief internal and external agencies on design projects and evaluate creative against brand direction.
• Broad…