Senior Specialist, Performance Marketing

Purpose & Overall Relevance for the Organisation:

Help shape how consumers connect with adidas and turn their interest into action. As Senior Specialist, Digital Performance Marketing, you’ll drive online growth across Australia and New Zealand through paid advertising that brings people to adidas’ online store and app and inspires them to purchase. Based in Melbourne, you’ll combine creative thinking, data and commercial judgement to connect brand campaigns with measurable business results.

You’ll own media strategy, campaign planning and advertising budget, partnering with local agencies and brand, eCommerce and analytics teams to make every investment count. Your focus will be on setting direction, challenging ideas and turning insights into stronger campaigns, with agencies managing daily activity within advertising platforms. It’s an opportunity to bring your passion for sport and digital marketing together, test new approaches and see the impact of your decisions on adidas’ growth.

Key Responsibilities:

• Develop and deliver the performance marketing strategy for Australia and New Zealand. Translate brand and eCommerce objectives into mid- and lower-funnel media plans with clear channel priorities, investment recommendations and performance targets.
• Lead campaign planning and delivery across Google Search and Shopping, Meta, TikTok, display advertising and affiliate marketing. Set campaign objectives, target audiences, channel roles and timelines, and guide agency delivery to grow qualified traffic, conversions and revenue while supporting app growth and customer lifetime value.
• Manage local media agencies through clear briefs, thorough media plan reviews and regular performance discussions. Oversee day-to-day campaign delivery, challenge recommendations and resolve issues so campaigns launch on time and meet agreed requirements. Agencies manage daily activity within advertising platforms.
• Own the planning, allocation and management of a multi-million-dollar paid media budget. Track spend against plans and targets, adjust investment across channels and campaigns, and balance growth opportunities with efficient use of budget, return on investment and return on advertising spend.
• Lead a structured test-and-learn approach with media agencies across audiences, creative, channel mix and campaign approaches. Evaluate results against agreed objectives, apply insights to improve campaign efficiency and expand successful approaches to support growth.
• Partner with the regional Emerging Markets Performance Marketing and Analytics teams to align campaign measurement and assess results against traffic, app installs, conversions, revenue, return on advertising spend and customer lifetime value objectives. Use these insights to understand commercial impact and guide planning and investment decisions.
• Work with Brand Activation, eCommerce and Category Merchandising teams to align media plans with brand campaigns, product priorities and commercial objectives. Coordinate timing and messaging, and adapt activity as priorities change to maintain a consistent consumer experience and focus investment where it is most relevant.
• Stay up to date with paid media platforms, consumer behaviour and performance marketing practices. Evaluate new opportunities with agency and regional partners, recommend relevant trials and introduce proven improvements that support brand and eCommerce objectives across Australia and New Zealand.
• Provide regular performance updates and post-campaign reviews covering results, budget performance, key learnings and next steps. Translate technical findings into clear commercial recommendations that help stakeholders make informed decisions.

KPIs:

• Achievement of agreed targets for online store visits, adidas app downloads and revenue generated through paid media, demonstrating contribution to eCommerce growth.
• Contribution to customer lifetime value growth, assessed with analytics teams through repeat purchases and long-term revenue from customers acquired through paid media.
• Achievement of agreed return on advertising spend targets, with investment managed within approved budgets and directed towards channels and campaigns that support sales and growth.
• On-time campaign delivery across agreed channels, meeting approved plans, budgets and requirements, with issues resolved promptly alongside agencies and internal teams.

Key Relationships:

• Brand Activation (Communications & Digital)
• eCommerce & Category Merchandising
• Emerging Markets Performance Marketing & Analytics
• Local Media Agencies

Knowledge, Skills & Abilities:

• Strong knowledge of mid- and lower-funnel performance marketing across Google Search and Shopping, Meta, TikTok, display advertising and affiliate marketing.
• Ability to develop media strategies, critically assess agency plans and guide campaign optimisation through sound technical judgement.
• Strong analytical skills, with the ability to turn campaign data into practical recommendations that improve traffic, conversions, revenue and return on advertising spend.
• Commercial understanding of eCommerce, budget management and effective media investment.
• Clear communication and relationship management skills, with the ability to work effectively with agencies and brand, merchandising, eCommerce and analytics teams.
• Strong planning and prioritisation skills, curiosity to test and learn, and the flexibility to respond to changing business priorities and media trends.

Requisite Education & Experience / Minimum Qualifications:

• Practical experience in digital performance marketing, with a sound understanding of marketing strategy, performance analysis and commercial outcomes.
• Experience planning and overseeing multi-channel paid media campaigns focused on eCommerce traffic, conversions and revenue.
• Experience managing media agencies and campaign budgets, including reviewing media plans, tracking spend and assessing return on investment.
• Experience using campaign reporting, testing and analysis to identify opportunities and improve performance.
• Experience working across teams to align paid media activity with brand, merchandising and commercial priorities.