The Senior Director, Brand Activation will lead the end-to-end Go-To-Market (GTM) strategy in Mexico, ensuring adidas wins at the point of purchase by delivering relevant, locally amplified consumer experiences. This role owns the integration of product, marketing, and activation to drive market share growth, commercial results, and brand heat in one of adidas’ most strategic markets. Key Responsibilities Commercial Mindset & Business Acumen (20%) Act as a strong commercial partner, working cross-functionally with Sales, Commercial teams and Key Accounts to drive growth. Lead with a solid financial understanding of key KPIs (standard margin, go-in margin, OOH, operating margin) and actively influence results across the P&L (from gross to net). Drive a high sense of urgency and competitive ambition, consistently challenging the status quo to outperform competitors in the Mexican market. Own the full product lifecycle, from launch to sell‑out, managing availability, slow movers, delays a...