Senior Manager Digital PR Europe

This is a chance to turn an emerging capability into scalable ways of working for markets across Europe, with a strong emphasis on setting strategic direction, building the frameworks teams need, and delivering clear performance insights and business impact.

adidas, a global sports brand, is looking for a senior leader who can unite different disciplines and markets to push digital PR and AI-driven search forward in Europe. The ideal candidate is comfortable operating across large, matrixed teams and thrives when turning strategy into practical, repeatable practices.

Steering the European digital PR journey

In this role, you’ll design and execute adidas Europe’s Digital PR and GEO strategy, making sure priorities align with the wider business goals. You’ll drive initiatives that improve brand authority, boost organic visibility and strengthen discoverability in AI-driven search environments. You’ll bring together Communications, SEO/GEO, Affiliate Marketing, Paid Media and Category teams to magnify the impact of earned media, and you’ll partner with local market PR teams to embed best practices and scale approaches across Europe. You’ll also build governance frameworks, playbooks, tools and training to raise capability and ensure consistent execution. Finally, you’ll define performance metrics, use insights to optimise delivery, and provide strategic counsel on Digital PR, GEO and emerging AI-search developments.

The essentials you’ll bring to adidas Europe

The following qualifications are a must for this role, reflecting the experience and capabilities adidas is seeking:

• Extensive know-how in Digital PR, communications and content strategy, with a solid grasp of SEO, GEO and AI-powered search ecosystems
• Five or more years working across Digital PR, communications, SEO, content marketing or related digital marketing disciplines
• A track record of guiding strategic initiatives across several markets and thriving in a matrix organization
• Experience coordinating with agencies and external vendors
• Proven stakeholder management and influencing skills, including the ability to work with senior leaders to drive change
• A commercial, analytical mindset, a capacity to drive change in fast-moving environments, a university degree in a related field, and fluency in written and spoken English

There are no additional nice-to-haves listed in the description beyond these, but a background that blends communications, content and data-driven storytelling across European markets would naturally support success in this role.

London life and the adidas benefits

The successful candidate will join the London hub, located in the heart of Farringdon, close to Hatton Gardens and Leather Lane. The space features a modern layout with multiple showrooms, themed meeting rooms and creative spaces, and sits within a multi-disciplinary team of more than 70 adidas employees working across Brand Marketing, Commercial and business support. The role follows a hybrid model with three days in the office and two days working remotely, complemented by adidas’ flexible working policies to support varied personal circumstances.

As part of the adidas experience in London, you’ll be part of a package that includes a competitive salary and a range of benefits. These include 25 days of holiday plus bank holidays, private medical insurance and a health cash plan, a leading pension scheme, a generous employee discount, and an annual bonus. You’ll also have access to an annual fitness allowance for gym membership or classes, tickets to sport and music events, educational resources to support development, enhanced maternity and paternity benefits, and a life of work that recognises achievement and offers a clear pathway for growth.

Tips from a recruiter for this post

First, put your Digital PR and GEO experience at the top of your resume, and include a line about five-plus years in Digital PR, communications, SEO, content marketing or related areas, plus any track record in leading cross-market initiatives within a matrix structure.

Second, demonstrate how you’ve turned governance and playbooks into real capabilities. Share concrete examples of frameworks you built, KPIs you defined, and how you used insights to optimise delivery and influence senior stakeholders.

Third, prepare to talk through how you’ve collaborated across Communications, SEO/GEO, Affiliate Marketing, Paid Media and Category teams to amplify earned media. Bring a market-wide lens and a story about scaling an approach across Europe.

Fourth, think of a thoughtful question to ask, such as how adidas measures the business impact of Digital PR and GEO across European markets and what the near-term priorities for digital PR are, along with how success is tracked across markets and teams.