Senior Manager CRM, Reebok

  • CRM Strategy plan for Reebok China CRM consumers
  • Drive Reebok customer database growth and member share of business%
  • Develop and deploy local-relevant customer loyalty program for Reebok China
  • Design the CRM communications calendar by capitalising on different brand stories, product stories, inflexion events; develop/adapt consumer communication toolkits
  • Collaborate with cross-department functions (eCom, MKT, WOS, Newsroom) to for best practices in consumer acquisition and engagement across different channels viz. WeChat, SMS, EDM, etc
  • Partner with CRM agency to make A/B testing an integral part of all campaigns by focussing on efficiency of communications (both engagement and monetisation)


Key Responsibilities:


  • Create annual CRM communications calendar for all categories
  • Work closely with Brand Communications, Digital marketing and other stakeholders to ensure consumer campaigns are aligned and seamlessly timed with brand campaigns
  • Set communication strategy in partnership with agency
  • Conceptualise and execute a consumer journey calendar overlaying the annual communication calendar
  • Partner with agency to adapt/create content for acquisition and engagement
  • Outline A/B tests/experiments with CRM agency to incorporate, test and iterate on succeeding campaigns
  • Manage budget for responsible categories with a clear rationale of allocation to various campaigns




  • Ensure communications calendar for responsible categories adheres to the timeline, ensuring content is consumer segment and consumer lifecycle stage sensitive
  • Manage all projects related to responsible categories as and when needed
  • Implement A/B tests in campaigns for continuous improvement in reach and response rate
  • Manage campaigns for unplanned product/brand stories
  • Execute special consumer centric campaigns above planned brand campaigns
  • Outline clear and trackable KPI’s for each campaign



  • Track and adhere to budget for relevant categories
  • Support business cases with clear rationale as and when needed


Systems and Processes

  • Understanding of CRM, Reebok products and storytelling
  • Awareness/Curiosity of best practice tools in the industry to make consumer acquisitions and engagement more efficient


People Management

  • Support team with all CRM projects
  • Develop and share best practices of acquiring and engaging Reebok consumers


Key Relationships:

Internal: Brand Marketing, Retail, eCommerce, News Room, Digital Marking, IT


External: Agencies, Complementary brands, Vertical sites, etc


Knowledge, Skills and Abilities:

  • Proven track record of creative thinking in engaging consumers
  • Awareness of the ongoing trends in direct consumer communication
  • Solid Content management experience according to brand communications and standard calendar
  • CRM content adaptation experience, especially from global toolkits
  • Understanding of omni – channel communications
  • Demonstrated ability of taking initiative and influencing people


Requisite Education and Experience / Minimum Qualifications:

  • Bachelors in Engineering/Economics/Marketing/Business Administration preferred
  • Progressive Marketing/CRM experience in sports business, cosmetics, consumer goods, etc
  • Good story telling skills
  • Ability to work in a matrix organisation
  • Fast learner, proactive working attitude and strong project management experience
  • Proven ability of working with agencies CRM/Media/Advertising and generating excellent work from them

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:  Senior Manager CRM, Reebok

Brand:  Reebok
Location:  Shanghai
TEAM:  Marketing & Communications
State:  31
Country/Region:  CN
Contract Type:  Full time
Number:  330189
Date:  Jun 11, 2021