Director Consumer Engagement & Personalization (m/f/d)

General Purpose


As a Director Consumer Engagement at adidas Digital Brand Commerce (DBC) you are responsible for the quality and strategic impact of a wide range of Consumer Engagement Concepts/Programs with focus on Personalization. Together with product owners and digital teams, you work on continuously improving and evolving the programs, maximizing the value for the customer and the company.

Partnering with Business Units and markets to define a robust Consumer Engagement Concept Planning and Evolution, identifying capability expansion increments and leading the teams towards definition of new functionalities & best practices are a few examples of the activities that will be expected from this role. Additionally, you will be the strategic interface to various global key stakeholders, including Global Markets, Brands and Global Digital IT, driving consumer engagement and satisfaction, as well as incremental revenues out of delivering digital experiences.


Key Responsibilities 

Scope:  Accountable for the strategic direction of a wide range of products (>1m € budget)


Strategy & Delivery

  • Be accountable for the success of Consumer Engagement Concepts/Programs with focus on Personalization of content and overall experience considering the value for the consumer and the company (ROI).
  • Define the long-term vision and roadmap of the product area considering the value for the consumer and the company as well as its role and impact on the adidas digital ecosystem.
  • Be accountable for the Consumer Engagement Programs/Concepts in line with the roadmap and committed delivery dates.
  • Identify and solve dependencies within and beyond your product area to ensure efficient delivery.

Stakeholder Management

  • Represent the business for the area, fostering strong relationships with key global stakeholders to ensure that their views and requirements are captured in the product backlogs and activation/campaign plans.
  • Act as the ambassador for your area, showcasing the key functionalities, driving adoption and assuring operational excellence together with Digital Growth peers.
  • Manage relationships outside the area efficiently to ensure that the teams can work autonomously.

Backlog Management

  • Drive the evolution of the area in collaboration with the product owners.
  • Coach the product owners in your area to ensure that the product teams are delivering the right enhancements to drive consumer and business value.
  • Influence backlog priorities in the digital product area.
  • Influence dependent product backlogs from other product areas.


People Management

  • Build the appropriate structure to be able to manage the respective organization effectively, identify and develop the future talents and create realistic succession scenarios for key positions.
  • Ensure appropriate leadership skills are present at every level by creating a motivational and supportive work environment in which employees are coached, trained and provided with career opportunities through development.
  • Continuously monitor and evaluate team workload and organizational efficiency with the support of data and team feedback and make appropriate changes in order to meet business needs.
  • Provide team members/direct reports with clear direction and targets that are aligned with business needs and DBC objectives.


Education & Experience

  • Ideally master degree in business administration or comparable degree
  • 10+ years of professional experience in multi-national business environment (thereof 5+ year experience in a Digital and/or eCommerce environment)
  • Experience in working with stakeholders and experts at various organizational levels
  • Experience in creating strong internal business cases to support investment and internal resource requests
  • Experience leading Consumer Engagement and Personalization areas
  • 2+ years of experience in leading a team


  • Distinctive strategic mindset and ability to prioritize and delegate high numbers of tasks with varying workload and importance
  • Ability to handle ambiguity and untangle complex situations into actionable activities
  • High resilience and solution oriented attitude
  • Very good leadership skills


  • In-depth domain knowledge
  • Comfortable working with enterprise-level platforms and technologies
  • In-depth understanding of digital IT products and capabilities
  • Fluent in English both verbally and written

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 & Personalization (m/f/d)

Brand:  adidas
Location:  Amsterdam
TEAM:  Digital
Country/Region:  NL
Contract Type:  Full time
Number:  214528