Sports Marketing Manager, APAC

Job ID: 301

Job Title:         Speedo Sports Marketing Manager

Division:          APAC Region Commercial and Speedo Sports Marketing

Location:         Shanghai ideally

Date:                August 2021

Reports To:     Head of Brand Planning, China

Indirect Reports: Global Head of Sports Marketing                            


Key Purpose of the Job:

Sports Marketing

  • Ownership for co-ordinating the regional strategic sports marketing plan with high focus on support of Speedo’s federation sponsorship with the Chinese Swimming Association (CSA)
  • To ensure the Asia business, Global Brand and Global Sports Marketing is providing a full management service (by department) to the CSA plus other sponsored teams, athletes and federations and that each department is delivering against the strategic plans, KPIS & milestones
  • To develop a partnership approach that focuses on quality of experience and high-value client servicing of each team, ensuring the needs of both parties are met and opportunities are leveraged in order to maximise ROI
  • To be viewed in China as the global  and regional sponsorship expert and the first point of reference for issue resolution, sponsorship insight and strategic planning
  • To be the key point of contact for all governing bodies, and sponsored federations, teams…etc in the region.

Team Sales

  • Joint owner with sales team of the Team Sales strategy to ensure that the brand plans & objectives are being delivered.
  • Support sales team in China to identify Team Sales opportunities, drive the growth of Team Sales building Speedo’s brand visibility & desirability with provincial teams, schools, universities and clubs. Work side-by-side with the sales team as the technical expert in competitive swim to ensure the selection of right Team Kit and help deliver the brand KPI to increase Team Sales market share within the Chinese market. Promote the Speedo competitive product lines and ensure Speedo is the dominant brand in competitive delivering against growth targets across the Provincial & Educational sector in line with the brand strategy.
  • Evaluate and identifying TB customers’ needs and provide innovative and feasible solutions for prospective customers.
  • Work closely with regional partners to ensure they are maximizing their territory.

Strategy, Planning & Insights:

Sports Marketing

  • Day-to-day support and key contact for the CSA, cultivating trusted raletionship with team management, executives and athletes.
  • Where relevant identify new regional sponsorship opportunities in line with global SBP plans conveying the size of opportunity & market relevance. Works with the Head of Sponsorship to establish a regional strategy plan, project framework & timeline for the new opportunities to be introduced into the business
  • To be involved in the renewal process of regional teams as appropriate
  • Responsible for leading the creation of X-functional detailed plans & KPIs for all sponsorships
  • Project lead of X-functional teams to ensure that all aspects of the plan are delivered via constant communication and regular co-ordination (either directly or via direct reports)
  • Ensures all departments are delivering against of project milestones and relationships with teams are being managed effectively (across all functions)
  • Champions forward planning with the team ensuring the Brand seeks out and exploits new opportunities with each team
  • Delivers specific team insights that will enhance overall performance for the global business
  • Uses data & insights to identify opportunities for both parties (Brand & Team)
  • Champions collaboration across all departments & visibility of activities is shared across all stakeholders (& with clubs)

Relationships & communication:

  • Fosters the best possible professional and personal relationships with sponsored clubs, agencies and internal stakeholders
  • Internal: Headquarter Brand Team, Sports Marketing Team, Regional Team, Sales Team, Product Team, Demand Planning, Finance and Customer Service.

Internal specific:

  • Ensures that the relationship between all departments is managed efficiently, contractual rights are professionally delivered against and that we constantly develop new and innovative ways to provide value to both parties (to Brand & club)
  • Ensures that the internal Brand team has a robust understanding of the sponsors’ organisation, goals & objectives
  • Ensures collaboration across all departments & visibility of activities is shared across all global stakeholders (& with clubs)
  • Daily communication with sales team for demand planning, sales tracking, forecasting and call off.

External specific:

Sports Marketing:

  • Communicates the broader brand vision and strategy plans to each club and update them on a regular basis about the business as a whole and the developments within it
  • Works with sponsorship management teams to identify ways that both parties can enhance and contributes towards the delivery of each other’s strategies & objectives
  • Ensures monthly progress meetings take place between both parties (Brand & Team) including seasonal debriefs and key learnings
  • Produces and communicates quarterly & annual presentations by club that summarises overall performance, successes, lessons learnt & future opportunities (communicate to the club & internally)
  • Establishes strong relationship with sponsored athletes that enhances insights for the brand whilst building positive relationship with sponsorship management personnel to maximise strategic opportunities and ensure delivery of the brands’ strategic objectives & KPIs
  • Manages relationships with sponsorship agencies / agents and other relevant external clients

Leveraging contractual obligations:

  • Supports & contributes to succession planning & associated contract negotiations
  • Responsibility for ensuring that all aspects of the contracts are delivered across all Brand departments, that the team are engaged in the partnerships and provide the necessary support to deliver against contractual rights
  • Recruits, negotiates & establishes contracts with all ambassadors (working closely with the Pentland legal team)
  • Manages the activities of the club teams or individual ambassadors during key periods (including appearances and other related activities) in line with contractual obligations
  • Manages all aspects of corporate hospitality & ticketing aligning with relevant members of the team

Support & Assistance to other departments (directly or via direct reports):

  • Be on duty during key activations to co-ordinate contractual rights and branding and to ensure that the brand is being well serviced by the relevant club management team
  • Supports marketing to ensure our brand identities are fully implemented and correctly used across all Partner activity including, but not limited to, advertising
  • Assists & supports the marketing team on sponsorship activation plans to ensure opportunities are maximised
  • Assists with the delivery of commercial match day components such as perimeter signage, tickets, programme advertising, and experiential activity
  • Assists the Finance Department to ensure that all invoices or payments are issued on time and promptly paid
  • Assists in the development of new revenue streams for the Brand via relationships with other club sponsorship contacts or club initiatives. Only required to initiate relationships between external sponsors & internal Business team rather than manage the B2B process & securing the sale
  • Assists the Product & Marketing team throughout the approval process where applicable (via matrix working rather than direct ownership).
  • Where applicable assists in the delivery of the team outfitting service to all clubs and manages the ordering process & related budgets / costs
  • Gives leadership & direction across any specific sponsorship presentations during the seasonal product launches

Leadership Specifics:

Sports Marketing:

  • Be seen as a credible and professional sports marketing leader externally and internally, able to influence an persuade across departments, functions and cultures
  • Regional ownership for the assigned budget and resources related to the sponsorship department or related clubs
  • Responsible for identifying and implementing process improvement opportunities
  • Responsible for driving increased performance management throughout the team
  • Be an effective X-functional leader being able to deliver through influence as well as authority
  • Experience within the Sports industry and a passion for sports brands
  • At least 5 years’ experience in brand building working in international brands
  • Experience of how to maximize sponsorship investments (ROI)
  • Proven track record with robust experience of working in China / Asia
  • Experience of contract initiation, coordination & completion with individual ambassadors
  • Marketing principles understanding & experience
  • Proven ability to manage and deliver multiple, complex projects on time and in full
  • Relationship building & networking (skills & personality)
  • Excellent project management, strategic, organisational and planning skills
  • Commercially astute, quick to identify patterns and trends within consumer and competitor behaviour
  • Ability to articulate point of view with clarity and authority
  • Experienced in working effectively across multiple functions in a global business
  • Strong communications skills in a multi-cultural environment
  • PC literate: Microsoft Word, Excel, and PowerPoint
  • Good command of spoken and written English and Mandarin
  • Sales oriented, innovative mindset.
  • Willing to travel domestically in China and internationally
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