Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

A day in the life - Francesca Onoufriou

Adidas’s global director of retail communications doesn’t regret moving abroad to further her career.

I am not a morning person so I need my shower to wake me up just after 7am, although the first thing I do even before I get out of bed is check my emails on my iPhone. Working at a sports brand, I don’t have to dress formally for work - jeans and trainers are the staples.

I live with my fiancé in Nuremberg, Germany, and we drive the 25 minutes together to the Adidas campus, which is based in a small village called Herzogenaurach. The village only has a population of about 15,000, but there is an additional 2,500 of us on the main Adidas campus. I love working on a campus; I studied in central London so I missed out on the experience during my university years.

My daily routine is structured around the needs of my team - there are 12 of us, with four reporting into me. Adidas is a very meeting-oriented company.

When we aren’t having meetings we do a lot of brainstorming workshops, particularly with other departments, to facilitate the projects we are working on, or find new ideas.

I lead a creative-focused communications team that works on various in-store and technology communication projects. We create things such as product benefit communication, the newly launched interactive window shopping and the in-store social mirror. I feel so fortunate to work for such a fantastic and innovative company as Adidas.

I’ve also been lucky that the work I conduct is in English. We have 75 nationalities working on the campus, so there has to be a universal language, and fortunately it’s mine.

One of the great things about the Adidas campus is the sports facilities. We have a stadium with a running track and football pitch, a separate artificial pitch, plus tennis, basketball, beach volleyball courts and a gym.

We have a flexi-time system, so you are absolutely free to play a game of tennis mid-afternoon and then just work on later.

I definitely don’t take advantage of the facilities as much as I should do, and most of my exercise comes from climbing the four flights of stairs to my flat.

We usually leave the office between 6pm and 7.30pm depending on workloads. Carpooling means you are strict with your time and it stops you being tempted to stay too late.

We don’t go out a lot at night as I did when I lived in London, but I think that’s partly down to the fact I’m trying to organise my wedding, which is taking up most of my evenings.

Settling into working in a different country has its ups and downs. I worked in Zurich before moving to Germany and I’ve definitely found that the British sense of humour doesn’t always travel well. You have to allow time for integrating into the culture and it’s important to make an effort to learn the language. But there can be fantastic financial and career rewards associated with such a bold move, and I’m happy I did it.

  • Salaries for this position can range from anywhere from £40,000 to £90,000 depending on the size and scale of the organization (estimates provided by Fashion and Retail Personnel and Henry Fox)


2012 Director of global retail communications, Adidas (Herzogenaurach, Germany)
2010 Head of retail marketing, Triumph (Zurich, Switzerland)
2008 Head of visual merchandising, Triumph (Zurich, Switzerland)
2006 Deputy global head of visual merchandising, Puma (London)
2003 Visual merchandising manager, Puma UK (London)

  • If you want to be featured on the Drapers Jobs page, email

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.