Manager, Membership Engagement, APAC

In view of the current global pandemic related to COVID-19 and the increased visa and border restrictions, we are unable to extend offers to candidates who are not currently in the physical location where this role will be based. As a result, we will be prioritising applications who are able to start work in Singapore within a set timeframe. We will be reviewing our position constantly and will make the necessary adjustments where appropriate. Thank you for your continued interest in a career at adidas.


MEMBERS FIRST is one of the key focus areas of our ‘Own the Game’ strategy and the APAC Membership Team is central to embedding and executing this key strategic program. The strategic objective is to transform the successful membership initiative to a APAC-wide global program at scale and to fuel the growth ambitions of the company. The role will drive engagement & loyalty through constant innovation and careful curated value proposition aimed at exciting, engaging & satisfying our key consumer groups.

The Manager Membership Engagement is responsible for execute the member activation, engagement and retention.


Key Responsibilities



  • Drive, Evaluate and fine tune membership engagement value proposition
  • Drive membership thought leadership across Early Access, Special Price, Member exclusive products, special promotions, etc
  • Drive member lifecycle communications strategy (Playbook)
  • Create and drive annual membership communications calendar and cascade the same to the Country teams and ensure adherence
  • Closely collaborate with Concept to Consumer to ensure member specific assortment, early access and member exclusive products
  • Drive key membership weeks to realize full membership potential
  • Ensure that we take a full Direct to Consumer approach to deliver strong experiences across both eCommerce and our own retail/franchise stores.
  • Work closely with Brand Activation, DBA, eCommerce, Retail, DPC, Franchise and other stakeholders to ensure consumer campaigns are aligned and seamlessly timed with brand campaigns, product Chases and other pan-APAC opportunities
  • Partner with APAC DBA to adapt/create content for creating engaging consumer journeys
  • Outline A/B tests/experiments with Performance team to incorporate, test and iterate on succeeding campaigns
  • Manage budget for responsible categories with a clear rationale of allocation to various campaigns



  • Ensure communications calendar for responsible categories adheres to the timeline, ensuring content is consumer segment and consumer lifecycle stage sensitive
  • Manage  projects related to responsible categories as and when needed
  • Manage membership campaigns for unplanned product/brand stories/chases
  • Execute special consumer centric campaigns above planned brand campaigns
  • Outline clear and trackable KPI’s for each campaign in partnership with performance team



Systems and Processes

  • Understanding of global brand GTM process
  • Understanding of Membership set up, CRM systems, CRM tools, adidas products and storytelling
  • Awareness/Curiosity of best practice tools in the industry to make consumer acquisitions and engagement more efficient



Key Relationships:

  • APAC Brand Activation
  • APAC Concept to Consumer
  • APAC Retail
  • APAC eCommerce
  • APAC Membership
  • Country Membership
  • Global Membership Team (Strategy, planning and product)
  • Global Digital


Knowledge, Skills and Abilities:

  • A successful track record in leading multi-channel, own-brand membership/loyalty programs across multiple countries
  • Experience in building digital products or channel experience in eCommerce or Retail stores would be highly desired
  • Experience in developing and executing strategy and plans to drive one to one engagement with members
  • Data driven and insights focused individual
  • Demonstrated ability of taking initiative and influencing people
  • Experience in cross-functional and cross-geo stakeholder management in APAC
  • Well versed with segmentation and personalization
  • Awareness of the ongoing trends in direct consumer communication
  • Solid Content management experience according to brand communications and standard calendar


Requisite Education and Experience / Minimum Qualifications:

  • Bachelor’s in Engineering/Economics/Marketing/Business Administration preferred
  • 3-5 years of progressive Marketing/CRM/Membership/Loyalty/eCommerce experience in sports business, cosmetics, consumer goods, marketplaces, etc (Indicative)
  • Experience in leading a team with a focus on people development and empowerment
  • 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 agencies Membership/Loyalty/Media/Advertising and generating excellent work from them



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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 Engagement, APAC

Brand:  adidas
Location:  Singapore
TEAM:  Sales
State:  01
Country/Region:  SG
Contract Type:  Full time
Number:  359608
Date:  Jan 15, 2022