Director CRM

Purpose / Mission:

• Responsible for conceptualizing and executing a holistic CRM strategy for adidas China (enabling the wheel way of working and optimizing the same)
• Relentless about delivering the best experience to consumers while leveraging new technologies in order to drive repeat interactions (Loyalty)
• Responsible for building and leading a team that that enables seamless consumer journeys starting from the first interaction across channels (Retail, ecommerce, social, franchise, etc)
• Cognoscente or curious about all the consumer touch points/interactions and will devise mechanisms for creating favorable experience for the consumer
• Enabling a data centric communication point of view across the organisation



• Conceptualize and implement the CRM strategy for adidas China in partnership with external consultants
• Lead the creation of an acquisition calendar that consistently increases the adidas China consumer data base (valid data) across Retail, ecommerce, social, franchise
• Lead the creation of consumer journey that puts in place a scientific approach for interacting with consumers based on their stage in journey (data centric)
• Oversee the creation of communication calendar that speaks to the persona of a consumer
• Evaluate and oversee the implementation of technologies to reach state of the art CRM capabilities
• Oversee implementation of KPI's across engagement and monetization that would be tracked to understand the efficacy of campaigns and the program in general
• Ensure the adidas China CRM strategy is delivered as per schedule
• Ensure all the projects within the CRM Module scope are on track
• Collaborate with agency partners to ensure effective implementation of acquisition across existing and new channels including partnerships
• Collaborate with agency partners to create and implement communication calendars which are based on consumer lifecycle stage and consumer personas
• Partner with cross – functional teams to leverage national campaigns
• Partner with newsroom on Social channels and define a way of working which is consumer centric
• Partner with global teams to leverage developed intelligence and systems expertise
• Partner with digital assets teams and leverage existing (adi – energy) and to be rolled APP’s (Confirmed) to give consumers a consistent experience
• Partner with agencies and be fact based in conceptualizing campaigns
• Lead business cases as and when they arise, from new system implementation to franchise roll out to effectiveness of campaigns
• Oversee and control MWB and OPEX costs
• Strategic outlook towards cost/benefit

System and Processes

Process driven and an ability to standardize tasks for greater efficiency
• Clear understanding of business problems and an innate ability to formulate clear business cases to illustrate the same. Ability to ask the right questions.
People Management
• Build the CRM organisation with forward looking team players with ability to lead
• Mentor the team to reach its full potential professionally
• Engage the right talent in partners to reach common goals


Group competencies:

• Ability to take initiative and follow through
• Excellent organizational skills and capability of working and influencing cross-functionally
• Excellent communication and interpersonal skills
• Solid team player



• Excellent marketing skills
• Excellent presentation skills
• Excellent influencing skills
• Self – starter
• Ability to multi-task



• CRM Database size (complete profiles)
• Engagement KPI’s for CRM database consumers
• Monetization of CRM database Members (Revenues, Repeat Rate, Active, Attrition, others)


Professional background / Experience:

• Progressive cross – functional experience and an ability to leverage existing organisation competencies
• Ability to manage the science and the art
• Experience of leading and completing projects across different topics
• Experience of managing and nurturing team members for professional growth
• Ability to think globally and act locally
• Data consciousness



• Advanced Degree
• Background in quantitative degrees preferred (Engineering, Economics, Statistics)


IT skills:

• Proficient with MS Office, especially excel, power point
• Understanding of CRM systems, both transactional and reporting
• Able to understand and formulate IT needs


Language skills:

Fluent in English



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 CRM

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
Country/Region:  CN
Contract Type:  Full time
Number:  190428