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Director Membership & Dig Activations EM
Adidas
posted 9hr ago
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Job Description
This role is critical to driving growth and engagement within the Emerging Markets region by fostering a deeper connection with consumers through personalized, data-driven strategies.
The Director will lead initiatives to strengthen membership programs, enhance CRM capabilities, and deliver impactful digital activations that align with brand and commercial goals.
The position plays a pivotal role in creating seamless consumer journeys across touchpoints, maximizing retention and lifetime value, and ensuring the brand remains relevant and competitive in a fast-evolving digital landscape. By combining strategic leadership with innovative execution, this role directly supports the organizations mission to build meaningful, long-term relationships with its audience.
Key Responsibilities
Build a Winning Team: Focus on filling key roles with capable talent aligned with strategic needs. Enhanced Reporting Standards: - Collaborate with analytics to define consistent, data-driven KPIs across all functions. Transition from a bottom-up methodology to standardized performance tracking informed by actionable insights.
- Develop a structured test-and-learn framework to drive data-driven decision-making. Build strategies to scale personalization for inbound and outbound behaviors, leveraging insights for consumer journey optimization and campaign effectiveness.
- Provide adaptable templates and frameworks for clusters to localize campaigns effectively while ensuring alignment with overarching KPIs and membership FY calendars. Remove redundant deliverables, focusing on consumer-facing outputs.
- Strengthen the above-market function to serve as a strategic enabler for in-market execution. Align cross-functional teams, including brand, e-commerce, and mono-brand channels, for optimized campaign development and performance improvement.
Knowledge, Skills, and Abilities
Strategic Thinking and Leadership Ability to define and execute a clear vision for membership engagement, CRM, and digital activation. Proven experience leading multidisciplinary teams across markets and functions. Data-Driven Decision-Making Expertise in leveraging analytics and insights to drive strategy and optimize performance. Proficiency in interpreting KPIs, developing reporting standards, and utilizing advanced analytics frameworks. Consumer-Centric Approach Deep understanding of consumer behavior, membership lifecycles, and personalization techniques. Experience designing and implementing consumer-first strategies to enhance retention and engagement. Digital Marketing Expertise
Strong knowledge of digital activation, including campaign planning, execution, and optimization. Familiarity with managing centralized and localized digital activation calendars. CRM and Lifecycle Management Expertise in developing CRM strategies, including onboarding, reactivation, and loyalty-building campaigns. Proficiency in cross-channel integration (e.g., email, app notifications, SMS) and lifecycle communication strategies. Program and Project Management Skills in embedding program management principles to streamline workflows and improve operational efficiency. Ability to align cross-functional teams to deliver cohesive and efficient execution. Collaboration and Stakeholder Management Strong cross-functional collaboration skills, working with analytics, CX, e-commerce, and in-market teams. Experience building partnerships to align execution with broader brand and organizational goals. Technical and Analytical Skills
Knowledge of advanced analytics tools, test-and-learn frameworks, and A/B testing methodologies. Familiarity with CRM platforms, data visualization tools, and campaign tracking systems. Leadership in a Multicultural Environment Ability to manage and lead diverse teams across geographies, ensuring alignment with both global and local priorities. Strong interpersonal and communication skills to inspire and align teams across functions. Performance and Results Orientation Track record of delivering measurable results in revenue growth, engagement metrics, and conversion rates. Ability to set and achieve ambitious targets while driving continuous improvement. Requisite Education and Experience / Minimum Qualifications Bachelor s degree in Engineering, Economics, Business, Marketing, or a related field. 10+ years of progressive experience in consumer analytics, CRM, membership strategy, or digital marketing. - COURAGE: Speak up when you see an opportunity; step up when you see a need..
- OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
- INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
- TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
- INTEGRITY: Play by the rules. Hold yourself and others accountable to our company s standards.
- RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.
Employment Type: Full Time, Permanent
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Flexible timing
Monday to Friday
No travel
Day Shift
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