Senior Specialist, Brand Coach (New Zealand)

Senior Specialist, Brand Coach (New Zealand)

Purpose & Overall Relevance for the Organisation :

As the adidas Senior Specialist, Brand Coach for New Zealand, you’ll be the product knowledge expert for running, while also supporting rugby, football, basketball, and other sports categories. Your role will focus on delivering engaging product education, inspiring in-store and digital training, and creating memorable consumer experiences such as wear tests and activations. By partnering with key accounts and communities across New Zealand, you’ll help strengthen adidas’ presence, drive sell-through, and elevate the overall brand experience.

Key Responsibilities :

Deliver high-quality training sessions and consumer activations that showcase adidas products and technologies across running and other key categories.

Support priority accounts (Shoe Clinic, Frontrunner, Rebel Sports, The Athlete’s Foot, and specialty stores) with tailored training and product knowledge solutions.

Build and maintain strong relationships with retail partners by understanding their customer base, needs, and growth opportunities.

Adapt global training tools to suit the local market, while ensuring consistency with adidas’ brand standards.

Provide seasonal product training and ensure resources are clear, relevant, and accessible to partners and staff.

Use sales and performance data to identify opportunities to enhance training effectiveness and product sell-through.

Inspire confidence in retail staff through product storytelling, practical demonstrations, and customer engagement strategies.

Organize and support community running and consumer events (virtual and in-person) to build awareness and connection.

Collaborate across Sales, Marketing, Sports Marketing, and Omni-Channel teams to align training with market priorities.

Represent adidas at expos, races, and national events, ensuring a premium consumer experience.

Track and report on activities weekly and monthly, measuring training impact and gathering insights from the field.

Key Relationships :

Omni-Channel Marketing Activations Team

District Trainers (DTS)

Lead Business Analyst

Sports Marketing Teams

Knowledge, Skills and Abilities :

Strong facilitation and coaching skills with the ability to educate, motivate, and connect with different audiences.

Excellent project and time management skills; comfortable managing multiple priorities.

Solid understanding of omni-channel retail and sports marketing environments.

Confident communicator with strong presentation and interpersonal skills (in-person and virtual).

Strong team player, adaptable, and collaborative across functions.

Fluent in English, with strong written and verbal communication skills.

Requisite Education and Experience / Minimum Qualifications :

3+ years’ experience in retail, training, events, sales, or customer engagement.

Proven experience delivering presentations or training sessions to varied audiences.

Knowledge of retail operations, merchandising, and consumer engagement practices.

Comfortable participating in and supporting running events and activations.

Genuine passion for running and awareness of industry trends and product innovations.

Highly motivated, flexible, and organized.

Proficient in Microsoft Office (Outlook, Word, Excel, PowerPoint).

Willingness to travel up to 30% of the time.

Valid Driver’s License and reliable vehicle recommended.

AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE’S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE : THIS IS HOW WE WIN WHILE PLAYING FAIR.

• COURAGE : Speak up when you see an opportunity; step up when you see a need.
• OWNERSHIP : Pick up the ball. Be proactive, take responsibility and follow-through.
• INNOVATION : Elevate to win. Be curious, test and learn new and better ways of doing things.
• TEAMPLAY : Win together. Work collaboratively and cultivate a shared mindset.
• INTEGRITY : Play by the rules. Hold yourself and others accountable to our company’s standards.
• RESPECT : Value all players. Display empathy, be inclusive and show dignity to all.

At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage. Culture Starts With People, It Starts With You. By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.

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