Manager Membership/Loyalty Europe

As Manager Membership at adidas you play a crucial role in bringing the Membership Program to life in Europe.  Our ambition with our adidas Membership program is to drive engagement and redemption in all member segments to grow NPS and member share of business across all consumer touchpoints.

Your primary focus will be on driving member engagement, redemption, and growing the member share of business across various touchpoints. Your responsibilities will include collaborating with the Global Membership team and local market stakeholders to continuously improve and localize the global Membership Program. Using consumer and business insights, you will work on activating, rewarding, and offering benefits to members, contributing to the program's evolution and success.


Key Responsibilities

Responsible for planning, delivering and improving the overall Membership Proposition

  • Drive the integration of the Membership Program in Europe by partnering with local teams including Business Unit representatives, planning, content, retail, ecommerce and other relevant business stakeholders to capture the best synergies for the business and our members.
  • Define the Europe Membership activation plan for each season (inc. Brand moments and campaigns) in collaboration with Europe digital and retail activation teams, as well as Global teams.
  • Execute the seasonal plan and ensure it delivers against EU strategic priorities and KPIs
  • Working closely with the Consumer Analytics teams to extract actionable insights from membership activations, using these insights to evolve the program to engage, re-engage and convert members.
  • Provide input to the Membership Operations team to support quarterly planning of program capability improvements.

Responsible for planning, delivering and improving the use of Redemption Tactics

  • Implement ongoing efforts to enhance the effectiveness of redemption tactics. This includes analyzing member feedback, staying informed about industry trends, and collaborating with cross-functional teams to identify and implement improvements.
  • Plan and execute strategic redemption campaigns that align with business goals to drive member engagement and contribute to broader adidas and membership KPI‘s.
  • Generate regular reports assessing the performance of redemption tactics. Evaluate key metrics such as redemption rates, member engagement, and overall impact on business objectives. Use these insights to identify areas for improvement.

Responsible for improving the Membership Value Proposition in our stores

  • Be a champion for Member Retail Activations in the Membership and larger Digital Activation Team
  • Partner with the retail activation and retail consumer excellence team to enable local store and activation teams to drive membership  in our stores through trainings and tools.
  • Continuously improve the membership value proposition and member journey in-store, and ensure it delivers premium, personalized and seamless experiences across digital (leveraging adidas apps) and physical touchpoints to our members.
  • Partner with Membership Operations, Global Digital and Global Retail Teams on landing new tools and projects in a timely, cost-efficient and quality manner in line with guidelines, across Europe. Challenge solutions that do not match market reality and land implementable alternatives.


Key relationships

  • Europe Digital Activation
  • Europe Retail Activation
  • Europe Retail Consumer Excellence (Operations)
  • Europe eCom Analytics
  • Global Membership
  • Global Retail Membership
  • Global and EU Business Units



Education & Experience

  • 5+ years of experience in a Digital Marketing environment
  • 5+ years of functional experience in CRM & Loyalty programs across eCom and retail. 
  • Experience in managing highly complex processes, involving multiple teams in different geographies


  • Ability to quickly adapt to changing business processes and business partners
  • Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely


  • 5+ years experience leading omnichannel marketing initiatives in the area of loyalty/membership. 
  • Data-driven and insights-focused individual with solid business acumen and in- depth knowledge of KPI management
  • Comfortable working with enterprise-level platforms and technologies
  • Fluent English both verbally and written
  • Project management and project monitoring experience
  • Documentation and ticketing tool knowledge (e.g. Confluence, Jira etc.)

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:  Manager Membership/Loyalty Europe

Brand:  adidas
Location:  Amsterdam
TEAM:  Marketing & Communications
State:  NH
Country/Region:  NL
Contract Type:  Full time
Number:  507561
Date:  Feb 7, 2024