Director, Consumer Engagement

Purpose & Overall Relevance for the Organization:


As a member of the Reebok DBC team, the Director of Consumer Engagement leads and execute the Reebok global CRM and on-site personalization strategy.  They will the global Reebok membership program proposition, strategy and execution in the US including partnership activities.  Working closely with the Reebok markets, they will be accountable for the consumer CRM lifecycle and developing communications which continue to engage the consumer and increase the consumer lifetime value. 


Key Responsibilities:

  • Lead and execute on the Reebok global CRM and on-site personalization strategy, foundation, roadmap, plan and way of working to be inclusive of the fitness instructor community.
  • Create and lead the conceptualization, implementation and brand adoption of the Reebok Membership Program.
  • Drive strategy to achieve to KPI’s for Consumer Engagement activities.
  • Build strategy for global digital partnerships to support CRM and Loyalty initiatives.
  • Drive operations of US Reebok membership program.
  • Drive partnerships and initiatives and advise BU’s to acquire user data and drive value to the membership program.
  • Work closely with Global DBC to scale membership program globally and provide Best Practice.
  • Work with key business units to ensure that CRM is a key component of major activation efforts. 
  • Act as the key brand partner to the US ecomm email operations team, working in partnership to bring consumer engagement activations to life.
  • Work closely with owned and wholesale retail teams on point-of-sale acqusition as well as at-retail engagement opportunties.
  • Utilize data and insights to deliver a better understanding of consumer shopping behavior, helping to drive strategies and activations based on this understanding.
  • Work with key technologies and tools to help in planning, activation, and analysis. 
  • Be a progressive leader within the DBC team, pushing to keep the consumer at the center of all activations.
  • Think outside of just email, helping cross functional teams innovate in consumer engagement.
  • Actively lead and act as an evangelizer for the dynamic content / personalization initiatives in the US market, assuring appropriate level of market buy-in and contribute to successful drive personalization forward, by connecting content, data/analytical models and all relevant front-end channels
  • Manage all CRM campaign execution related topics in the US market, assuring the smooth operations of all campaigns while driving the optimization of the relevant local business results
  • Build, lead and sustain a highly engaged, high performance diverse team and provide the platform for long term cross functional careers.


Key Relationships:


  • Global DBC
  • Reebok DBC
  • Reebok US Ecom team
  • Global BU’s
  • Newsroom


Knowledge, Skills and Abilities:


  • Strong interpersonal/communication skills and high level of strategic thinking.
  • Superior writing, research, presentation and project management skills.
  • Experience in CRM / consumer engagement
  • Ability to manage and / or collaborate with internal and external cross-functional groups.
  • Solid understanding of available CRM tools and platforms
  • Experience working in a data-driven organization
  • Solid understanding of consumer messaging and brand reputation.
  • Broad understanding of and passion for the sports and fashion/entertainment industry.
  • Strong written and verbal, presentation and organizational skills


   Requisite Education and Experience / Minimum Qualifications:


  • Degree in Marketing, Communications, PR or a related field. Master Degree / MBA a plus.
  • 8+ years’ industry and / or relevant work experience.
  • 5+ years people management
  • Experience in managing highly complex processes, involving multiple teams in different geographies
  • Fluent written and spoken English language skills.

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title:  Director, Consumer Engagement

Brand:  Reebok
Location:  Boston
TEAM:  Digital
State:  MA
Country/Region:  US
Contract Type:  Full time
Number:  213971