The Challenge
adidas is hunting a culture maven to own their Entertainment & Culture strategy across France and globally. You'll be the bridge between the three stripes and the tastemakers-musicians, artists, designers, and entertainment players-turning cultural moments into brand gold.
Your Mission
Map and validate your existing network in French music, fashion, art, and entertainment; identify 20+ high-potential talent partnerships aligned with adidas strategy
Land and execute 3 flagship talent activations (campaigns, product placements, or event partnerships) that hit brand KPIs
Establish operational workflows with the in-house Culture Marketing agency; document all processes, contracts, and reporting templates
Build retail/wholesale integration plan: identify 5-8 talent partnerships that drive foot traffic and wholesale partner engagement
Deliver 8-10 completed talent activations with documented ROI; achieve 90%+ KPI attainment across campaigns
Expand network to 50+ active relationships; host 2 industry events (showcases, listening parties) that position adidas as culture leader
Launch product placement strategy; secure 5+ high-visibility placements in music videos, films, or cultural moments with measurable reach metrics
Train and mentor internal team + agency partners on process improvements; reduce activation lead time by 20%; present quarterly business reviews to Director CM
KPIs You'll Own
Talent Activation ROI
Measure campaign performance, reach, and engagement per talent partnership against investment; track cost-per-impression and brand sentiment lift.
Network Expansion Rate
Quarterly growth in active talent relationships and deal pipeline; conversion rate from prospect to active partnership.
Product Placement Reach
Aggregate impressions, views, and audience quality from placements across music, film, and entertainment channels.
On-Time & On-Budget Execution
Percentage of activations delivered on schedule and within budget; operational efficiency of contract management and coordination.
Brand Sentiment & Awareness
Sentiment analysis from culture/entertainment audiences; brand lift in target demographics post-activation.
Tools & Stack
Your Team
Your Manager
Director Culture Marketing
Current Team
Dedicated Culture Marketing agency partner; cross-functional collaboration with Communication, Retail, and Wholesale teams
Senior leadership backfill or expansion-managing agency + potential junior coordinator
The Package
Salary
€55K-€75K base
Remote
On-site (Paris) with flexibility for evening/weekend events
Benefits & Perks
Company Intelligence
adidas is a global sportswear and retail powerhouse with 500+ employees, grounded in values of responsibility, courage, innovation, integrity, teamwork, and respect. The brand operates at the intersection of sport, culture, and entertainment-this role taps directly into that cultural DNA.
Team Size
500+
Customers
Global athletes, artists, musicians, designers, and culture-forward consumers
Culture
Values-driven, collaborative, innovative, with a mandate to integrate culture deeply into brand strategy
Is This Role For You?
- You've got a genuine, credible network in music, fashion, art, or entertainment-not just LinkedIn connections
- You've shipped 5+ years of culture/entertainment marketing campaigns or talent partnerships with documented results
- You thrive juggling 10 projects at once, managing personalities and egos, and turning relationships into contracts
- You're fluent in French and English (C1 level) and can present to both stakeholders and talent with equal confidence
- You're entry-level or lack real culture/entertainment marketing experience; this is a senior, autonomous role
- You see talent partnerships as transactional, not strategic-you need genuine passion for culture, music, and entertainment
- You're expecting full remote; this is on-site Paris with evening/weekend events as standard
Interview Process
Initial Screening
Phone call with recruiter to validate culture/entertainment network depth and marketing fundamentals
Director CM Conversation
Deep-dive on strategy alignment, past campaigns, and how you'd approach key talent partnerships
Case Study / Portfolio Review
Walk through 2-3 past activations: deal structure, results, lessons learned
Team & Stakeholder Interviews
Meet with Communication, Retail, and Wholesale partners to assess cross-functional collaboration fit
Offer & Background Check
Final negotiation, reference verification, and onboarding
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.