Senior Director, City & Local Market Activation

Comms & Strategic Planning Amsterdam, Netherlands


Position at Mindshare Worldwide

Job title: Senior Director, City & Local Market Activation

Group: Mindshare Worldwide

Client: Nike, Amsterdam

Reports to: EMEA Team Lead


Company Background

Ours is the story of the eternal upstart and change is in our DNA. We were born with the ambition to change the world through media. Raised in Asia, we are now the world’s most geographically balanced global network spanning US, Latin America, Europe and Asia. Mindshare’s birth in 1997 shifted the focus from media as a pure commodity to media as a change agent.

Our ambition was to go beyond the traditional media descriptors of “Optimise, Capitalise, Maximise.” We will not be defined by the formulaic definitions of media. Mindshare’s story is about teamwork. It’s why we called ourselves Mindshare in the first place!

We were designed to be a global network, balanced in every region, with clients benefitting from both global and local insights. Today 75% of our business is global and our global network and integrated approach is our strength. We are a global media agency network with billings in excess of US$24 billion (source: COMvergence) and our network consists of more than 7,000 employees, in 116 offices across 86 countries. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

Discrimination, oppression and inequities towards people of different race, ethnicity, gender, sexuality, abilities, age or any other differences, are unacceptable and have no place in the world or amongst our Mindshare family. We strive for an environment where everyone is treated fairly and respectfully, has equal access to opportunities and resources, whose voice is heard and who can contribute to the organisation’s success.


The Role

The Mindshare Nike team in Amsterdam is responsible for Nike’s Brand Media output across EMEA.


A Unique Team & Client

The team is incredibly creative. We do it all for Nike: planning, storytelling, buying, production – and we have a distinctive view on what constitutes “Nike media”, the future of communications and brand greatness. Our work is crafted, obsessed and delivered with passion.

The Nike EMEA team at Mindshare is collaborative like no other. Working as an extension of the media team, we impact the idea far more than you see on other clients. We are in in daily communication with a range of clients and are often working from the Nike European campus at Hilversum.

We are a passionate and close-knit group who are committed to helping each other thrive – we want to work with people who can bring a vibrant  personality to the group.


Qualities we aim for in the team:

-          Passionate: Our people have a passion for and connection to sport and culture. Many are active athletes* and bring a unique curiosity for uncovering unexpected spaces in sport, culture and media. You will have a excellent knowledge of key media channels and platforms across EMEA.

-          Knowing what’s out there (and what’s coming): We are literate in the future of media and technology. We invest in searching out the new. We understand the consumer because we live the brand. Know what’s in, what’s out and what’s next.

-          Tenacious & energetic: We are creative, we bring energy and we are ambitious. We have a constant pursuit of betterment. It’s never been done before, until we do it.

*If you have a body, you are an athlete. All sports are welcome at Nike. For this role, a passion and knowledge of a range of sports is ideal.


The Person

You will be a self-starter who is eager to work and learn within a dynamic unit. We win as a team, so you should be a team player but also someone who is able to manage their time effectively across a number of projects. As the City & Market Activation Director, you will be managing multiple stakeholders, so excellent communication & co-ordination skills are essential to excel in this position.

The right person will be smart, driven and excited by the challenge of working with the world’s #1 sports brand. If you think that might be you, we want to hear from you. We work with a fast-moving client, so you need to be agile and of course we work in a sports environment; its unpredictable and dramatic, and incredibly fun. The right person will enjoy an adrenalin rush every now and then and be willing to knock down doors to make things happen.


Key Responsibilities

-          Local Market + Global Co-ordination

  • Lead the relationship with local Mindshare teams in UK, France, Germany, Italy and Spain + more across all elements of campaign creation and management. The market teams predominantly activate offline, as digital buying is done centrally in Amsterdam. This will be supported by the City & Market Account Executive.
  • Work alongside the Planning & Strategy team to keep our Mindshare Nike Global team in Portland up to date with EMEA media activity
  • Have an excellent working knowledge of the key cities – within six months of starting the role, you should be confident in speaking about the Nike’s role in each and how this varies between cities.


-          Strategic Planning & Media innovation

  • Excellent knowledge of the opportunities across the region – inspire our market teams to bring these to the surface to be realised in campaigns. Be proactive in sharing opportunities that create cut through with Nike.
  • Be a key partner to the Planning & Strategy Lead in EMEA - support through all planning & innovation
  • Channels: Some solid OOH knowledge is important, as this forms the bedrock of on the ground city activation, but we’d like this candidate to bring a future-facing view of bringing the brand to life in the cities, irrespective of channel.


-          Campaign Activation

  • Production
    • Oversee the co-ordination (supported by AE). Working closely with Nike, creative & production agencies.
    • Clear Management of expectations across all parties.
  • Finance
    • PO and Budget management – ensure that all incoming POs are logged and tracked accurately.
    • With the support of the City & Market AE, oversee the checks on media plans coming from the markets to ensure they are in line with allocated budgets
  • Stakeholder & Team management
    • There is a new Account Executive to support this role, so you will have one direct report who will work alongside you on market co-ordination.
    • Be able to manage multiple stakeholders from vendors, clients to internal teams.


·          Proven success at managing multiple market activation.

·          Strong knowledge in OOH although multi-channel knowledge is preferable (incl. Partnerships).

·          Strong understanding of finance and billing.

·          Commercially astute, suggesting opportunities for both the Mindshare Business and the client.

·          Fluent English, excellent written and spoken. An additional language from one of our other key cities in EMEA is a bonus (French, German, Spanish, Italian)

·          Excellent written and verbal communication skills

·          Ability/interest in working in a fast paced, dynamic environment and prioritise tasks, whilst managing multiple stakeholders.