Purpose & Overall Relevance for the Organization:

Develop and implement an omnichannel consumer experience strategy for the Korean market in alignment with global principles, ensuring efficient execution across all retail doors. Guide the Korea market to effectively adopt and execute global VM/ISC concepts, while optimizing all consumer touchpoints to enhance the overall consumer journey.

Evolve global guidelines to reflect local market needs, ensuring that adidas products are presented in the most effective and impactful way for Korean consumers. Deliver visually compelling executions that are aligned with campaigns and seasonal priorities, while being tailored to each store’s unique characteristics and spatial environment.

Ensure that all in-store executions are closely linked to store performance, with a strong focus on driving sales and maximizing commercial impact.

 

Key Responsibilities

Visual Merchandising (VM) and In-store Communication (ISC) Excellence:

• Ensure all retail stores clearly understand and adhere to global VM and ISC standards.
• Adapt and develop global guidelines to align with local market needs and establish market-relevant VM/ISC guidelines.
• Execute VM and ISC strategies that enhance the shopping experience and drive sales.
• Plan and implement product zoning for new and renovated stores, optimizing customer flow and store environment; define and execute graphic placement to ensure strong consumer impact in each space.
• Regularly update visual displays in line with current trends, promotions, marketing calendars, and seasonal changes.

Store Collaboration:

• Deliver and train retail store VM/ISC teams on global guidelines, ensuring flawless execution of VM and ISC plans.
• Provide guidance and support on VM/ISC best practices, leading store teams to maintain best-in-class store standards.
• Regularly update visual displays to reflect current trends, promotions, and seasonal changes.
• Collaborate with the stakeholders to ensure alignment on VM/ISC initiatives.

Performance Analysis:

• Ensure products are placed in the most optimal locations in line with trends and campaign priorities, and lead regular meetings to review, evaluate, and update zoning plans, maximizing product sell-through.
• Understand the characteristics and volume of each category and adjust product placement to align with store-specific trends. Ensure key highlight products are delivered to customers in the most immediate and impactful way, driving sales growth across all categories.

Training & Development:

• Mentor and coach store VM/ISC teams to enhance their capabilities and professional expertise.
• Develop and deliver training programs for store teams on global guidelines, as well as fundamental VM/ISC standards and techniques.
• Collaborate with global and store VM/ISC teams to localize VM/ISC tools in alignment with global guidelines while meeting market needs.

Compliance & Standards:

• Forecast and manage the marketing budget (RFC), ensuring it is utilized in the most effective way within the approved budget, and in full compliance with internal company policies.
• Act as the key point of contact between Global VM/ISC team and Korea market, communicating global guidelines to the market while reporting local needs and feedback back to the global team.
• Conduct regular store visits to review whether VM/ISC execution aligns with plans, assess quality standards, and provide feedback for continuous improvement.

Stakeholder Collaboration:

• Receive VM/ISC guidelines from retail marketing team about campaigns, provide feedback, and ensure proper execution at store level.
• Collaborate with Trading team to ensure alignment and plan in-store implementation, including when and which products should be launched in each store.
• Partner with the Training team to develop and deliver foundational VM/ISC training programs for store staff.
• Work closely with the Sales team to discuss and align VM/ISC plans that drive sales growth in line with market trends.
• Collaborate with Consumer Experience team when team plan store openings and renovations, providing input on the most effective VM layouts and leading fixture and mannequin zoning strategies.

Team Management

• Coach and mentor team members on an ongoing basis, fostering their personal growth and development.
• Create an autonomous and highly motivated work environment that encourages diverse thinking.
• Build a team culture where key issues are discussed openly and constructively.
• Drive a high-performance culture by setting clear objectives, expectations, and individual goals.
• Regularly assess both hard and soft competencies of team members, providing timely feedback and guidance to support continuous development.

KEY RELATIONSHIPS

• Global and Market Consumer Experience
• Market Brand Business Unit and Brand Activation team
• Global and Market Retail Marketing
• Market Sales and Sales Operation team
• Market Finance and NTP

 

Knowledge, Skills, and Abilities

• Strong presentation, communication, and influencing skills, including engagement with senior stakeholders in a global matrix organization.
• Proven cross-functional collaboration and stakeholder management experience across commercial and support functions.
• Proficiency in computer applications: Photoshop, Illustrator, Outlook, MS Word, Excel, and PowerPoint.
• Business-level proficiency in both Korean and English, both spoken and written.
• No restrictions on international travel.

Requisite Education and Experience / Minimum Qualifications

• 8+ years retail VM/ISC planning and execution.
• Regional expertise desired
• University degree ideally in Interior design/ fashion design/ Visual Merchandising/ Graphic design