Portland, OR, US
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Senior Director - Cultural Trends & Design Insights

Country : USA USA

State : Oregon

County : Multnomah County

Town : Portland

Category : Design

Contract type : Permanent

Availability : Full time

Job description

As a global sport and sport-culture brand, understanding our consumer in the context of our rapidly changing world, understanding the effects of politics, economics, & global movements on the mindset and behaviour of our consumer is essential to grow cultural & creative relevance, the heart of our success.
This role helps to provide the necessary context and meaning to these trends around sports, art, science, design, fashion, pop culture & subculture; bringing them into our creative processes and culture to help fuel and shape our vision, narrative, brand direction as well as supporting design solutions across product and expression.
Key Responsibilities:
- Support the creative direction development process at adidas through the identification and dissemination of emerging societal, cultural, technological and consumer trends, and design/ creative insights.
- Create meaningful methodologies for collecting macro/micro consumer, design, & cultural trends.
- Bring forward research on science, technology, sport, art, & fashion to fuel creative direction and design direction.
- Identify distinctions and/or similarities across the key cities, markets, and communities in partnership with partner Insights teams eg. Strategy/Analytics.
- Deliver business/brand priority relevant insights & trends to be directly applied to: Innovation, Creative Direction, Brand Expression, Product Color, Material, Graphics & for direct handover to the Label/BU & stakeholder functions with foundational directives.
- Be the constant guide and partner to the brands global design/creative communities as they apply insights and guidance.
- Inform Key Concepts & Creative Strategy with applied design insights & trends with ongoing seasonal cadence. Inform current design and trend lifecycles of what is evolving, emerging, & accelerating.
- Own, Curate, Design, & Drive Visual Communication Tools for creative trend and cultural direction. Identify new digital & mixed media platforms for enablement, upskilling, & constant sharing.
- Lead trend and insight sessions and deep dive applications, guidance, & tangible recommendations with all brand label and BU creative teams.
- Lead a feedback loop with the creative communities of how their work should/can/has impacted culture to ensure constant learning and a drive towards increased standards toward design excellence.
- Be the global cultural and creative trend intelligence leader and representative for the brands global creative direction and design communities.
- Represent creative community needs with related insight stakeholders in strategy, innovation, marketing, merchandising and digitial analytics.
- Establish to maintain a resource library of distilled and relevant trends & cultural insights for the creative organisation. Embed tools that are shaped by the world of the consumer & culture that are physical, digital, experimental.
- Lead Open-Source partnerships with credible academics, insight research partners, creative/sport communities, & cultural intelligence platforms.
- Co-lead the Global brand Trend Working Group. Key partners: Design; Brand Strategy; Key Cities, Digital Innovation; Communications, Merchandising, & Retail. Evangelize & shepherd across the brand & group end-to-end.
- Drive onboarding, workshopping, and education of the organization on defined and documented near-, mid-, and long-term design/creative trends and cultural direction that provide the foundation for business and creative strategies
- Drive & own briefings to external agency partners with all relevant Cultural Trend & Design Insight toolboxes, most particularly for all Creative Direction, also in collaboration with Innovation Foresight Teams, & Brand Marketing/Communication Teams respectively.
Key Relationships:
- Direct Design Community & Concepts peer teams - S.E.E.D, Concept Development & Design Community & Culture.
- Global design community members across Business Units, Innovation & Creative Direction functions.
- Insights teams and/or recipients within Brand Strategy, Innovation, marketing and merchandising.
- Market insights and digital analytics teams.
- Open-Source Partners: Agencies, Academics, Maker/Design Culture, Sports Science & Innovation Research Fields, Top Creators, Key Citiies


- Big picture and visionary thinking.
- Extensively analyze complex issues.
- Leading through visions & values.
- Collaborator and connector, with ability to build and maintain extensive networks as well as be strong team leader, role model and mentor.
- Proven track record in
- Research/insight gathering and sensemaking.
- Product or graphic design. Transforming finger-on-the pulse insight into creative/style/ product expression solutions.
- Selling strategies and recommendations based on consumer insight / futures that align with business objectivces.
- Excellent presentation skills
Requisite Education and Experience / Minimum Qualifications:
- >10-15 +years functional experience in research/insight development/creative direction
- > 10 years leadership experience with proven track record of leading functional teams/and or running a business
- Degree in Design or related field
- Fluent in English
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