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Director, Loyalty Program (Membership)

Purpose & Overall Relevance for the Organization:

 

MEMBERS FIRST "Members first” is one of the key focus areas of Own the Game, and the Membership Team will be central to embedding and executing this key strategic program across all channels. The team will implement an industry-leading consumer experience closely aligned with the global program to fuel the growth ambitions of the company as outlined in the adidas Japan OTG and Country Attack Plan. 

 

The Membership Director is responsible for driving the membership agenda across the organization and all channels. The role is expected to evangelize the organization by being the change agent in the drive towards a consumer and members first approach. The role would work in a fast-paced and highly strategic environment with many opportunities to develop and to gain exposure to and influence decision making at Senior Leadership levels. Success will rely on the ability to establish the fundamentals, build the country membership organization, and establish the interaction model with the various cross-functional teams and APAC to ensure that membership percolates through the organization.

 

Key Responsibilities

 

Strategy

  • Establish the new membership organization within the Country Organization
  • Execute the membership strategy for the country and keep the country cross- functional teams on the same page
  • Lead the organization transition to be data and consumer insights led to constantly personalize membership interactions
  • Lead the establishment of standard frameworks to measure membership
  • Establish ways of working/interaction model to drive Membership across all cross-functional teams
  • Lead conversations with APAC and Global membership to ensure that membership proposition evolves continuously
  • Drive membership thought leadership across Early Access, Special Price, Member exclusive products, special promotions, etc in the country
  • Drive membership KPI’s to ensure the country achieves its membership ambition

 

 

Planning

  • Conceptualize and implement the membership strategy for the country in partnership with the APAC membership team
  • Own the adoption and implementation of all membership KPI’s to push the organization in the right membership discussion
  • Enable the creation of a consumer journey online and offline that puts in place a scientific approach for interacting with consumers based on their stage in the journey (personalized)
  • Oversee implementation of KPI's across engagement and monetization that would be tracked to understand the efficacy of campaigns and the program in general.
  • Work closely with CTC, Brand Activation, eCommerce, Retail, DPC, WHS and other stakeholders to ensure membership is front and centre
  • Manage budget for responsible categories with a clear rationale of allocation to various campaigns

 

Management

  • Ensure the Membership strategy is delivered as per timelines
  • Ensure all deliverables within the Membership initiatives are delivered in full
  • Collaborate with agency partners to ensure effective implementation of acquisition across existing and new channels including partnerships (where applicable)
  • Partner with cross – functional teams to leverage national campaigns
  • Collaborate with APAC to leverage developed intelligence and systems expertise
  • Partner with the (Digital) Content team to leverage adidas APP’s to give consumers a consistent experience
  • Partner with agencies and be fact based in conceptualizing campaigns
  • Accountable for ensuring membership initiatives and deliverables are executed as per plan

 

 

Financial

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

 

Systems and Processes

  • Understanding of the membership organization as a function of Global, APAC and country
  • Understanding of global Brand GTM process
  • Understanding of Membership set up, CRM systems, CRM tools, adidas products and storytelling
  • Awareness of best practice tools in the industry to make consumer acquisitions and engagement more efficient
  • Awareness of how membership flows into all aspects of the organization

 

People Management

  • Build a high performing team with a focus on developing individuals to their full potential and creating a strong sense of belonging
  • Accountable for all membership projects
  • Own, share, and lead implementation of best practices

 

Key Relationships:

  • Brand Activation
  • Concept to Consumer
  • Retail
  • eCommerce
  • WHS
  • APAC Membership

 

Knowledge, Skills and Abilities:

  • Ability to work in a fast-paced environment with different international cultures
  • Ability to handle ambiguity and untangle complex situations into actionable activities
  • Solutions-oriented approach and entrepreneurial mindset
  • Distinctive pragmatic mindset and ability to prioritize high numbers of tasks with varying workload and importance
  • Strong interpersonal skills (communication, influencing, stakeholder management), especially when interacting with different levels of business
  • Good numerical and analytical skills
  • Solid understanding of digital landscape and KPIs

 

Requisite Education and Experience / Minimum Qualifications:

  • Bachelor’s in Engineering/Economics/Marketing/Business Administration preferred
  • 8+ years of progressive Marketing/CRM/Membership/Loyalty/eCommerce experience in sports business, cosmetics, consumer goods, marketplaces, etc (Indicative)
  • Good story telling skills
  • Ability to excel in a matrix organisation
  • Fast learner, proactive working attitude, and strong project management experience
  • Proven ability of working with global and APAC organizations

 

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, Loyalty Program (Membership)

Brand:  adidas
Location:  Tokyo
TEAM:  Strategy
State:  13
Country/Region:  JP
Contract Type:  Full time
Number:  361264
Date:  Aug 26, 2021