PURPOSE AND OVERALL RELEVANCE TO ORGANIZATION

Digital is a key pillar of brand strategy at adidas ensuring the consumer experience is always premium, seamless, locally relevant, and personalized. The successful candidate will be responsible for supporting Membership & CRM team in acquiring new members and driving conversion, engagement & loyalty through flawless execution of CRM calendar and Membership key initiatives within brand and commercial campaigns as well as in DTC channels.

KEY RESPONSIBILITIES

• Managing end-to-end experience for members on key activations and campaign integrations to ensure targets are being met.
• Focus on growing and maintaining member segments based on targets and market opportunity through campaign executions.
• Develop briefs to BUs/agencies, and/or global for Membership activations integration and execution.
• Oversee operational set up, testing, launch, and monitoring of Membership activations including acquisition campaigns, member product, and raffles.
• Monthly Membership reporting including KPI’s tracking, analysis of channel’s & particular initiatives’ performance, insights/learnings, and corrective action plan (if necessary).
• CRM calendar execution through comms briefing, approval, and scheduling in close collaboration with external local agencies via special digital platforms. Rigid following of briefing SLA set by the agencies. Comms include e-mails, push notifications, SMSs and WA messages.
• Monthly CRM reporting including KPI’s tracking, analysis of channel’s & particular comms’ performance, highlights/lowlights, and corrective action plan (if necessary).
• Maintenance of Membership & CRM calendars.
• Managing external agencies on day-to-day basis and in the development of new initiatives and tools.
• Managing relationships with necessary global and regional teams, keeping them regularly informed on the projects (as per established process).
• Regularly searching for any best practices, latest innovations & digital concepts, competitor activity to be integrated whilst remaining consistently abreast of current CRM tools and techniques.

KPI’S

• Business KPIs:
  • Web traffic, Web + App revenue as per set targets
  • Members NS and SOB (share of business) as per set targets
• Membership metrics: acquisition, engaged members, buyers and repeated buyers, points burnt.
• CRM metrics: Open rate, Click rate in-line with industry benchmarks or above; consumer sentiment tracking & maintenance of healthy opt out rate.
• Campaigns briefing: 80% of in-time briefs, 0 grammar/punctual mistakes & broken links in consumer facing comms.

KEY RELATIONSHIPS

• Global teams: Digital, Digital Activation, Consumer Engagement & CRM, Membership, Hype Operations, Marketing.
• Regional teams: EM HUB (Membership & CRM, Brand comms), other clusters/markets Membership & CRM leads, E-commerce SP&E, Analytics, Digital Consumer Experience and Campaigns Ops.
• Local teams: Brand Marketing (Brand Comms, OMNI, SPOMA, CTC, Newsroom, MOPs), DTC, Supply Chain, local agencies.

KNOWLEDGE, SKILLS, AND ABILITIES

• Cross-functional Marketing knowledge in sport and/or fashion/lifestyle categories (FMCG or sporting goods industry candidates preferred).
• Attentive to the details and highly organized. Ability to work with big volumes of campaigns different scale & coverage) and in multi-language environment.
• Creative: ability to shape the implementation of marketing plans.
• Strong analytical skills: an ability to analyze channels performance and related data to improve strategic decision making or execute short-term reactive initiatives.
• Ability to work in ever-changing environment and under pressure keeping focus on delivering the results.
• Strong communication skills - written, oral and presentation.
• Demonstrated understanding and experience in delivering solutions or services via new and emerging technologies.

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS

• University degree in Marketing and a proven previous experience (minimum 3 years) in either agency (CRM, Membership or paid social) or a client-side digital marketing role.
• Fluency in English both spoken and written is mandatory. Arabic is a plus.
• Adobe Analytics user (optional).