Manager CRM Engagement

Purpose & Overall Relevance for the Organization:

  • Execute the engagement and communication strategy for adidas China CRM consumer
  • Support key projects for positive outcome of consumer engagement
  • Collaborate with agency to implement best practices in consumer engagement across different channels viz. WeChat, SMS, EDM, APP’s, etc
  • Execute the CRM engagement communications calendar by capitalising on different brand stories, product stories, inflexion events; develop/adapt consumer communication toolkits
  • Partner with Analytics lead to make A/B testing an integral part of all campaigns by focussing on efficiency of communications (both engagement and monetisation)
    Key Responsibilities:
    Engagement Calendar
  • Create annual CRM engagement & communications calendar
  • Ensure communications calendar for responsible categories adheres to the timeline, ensuring content is consumer segment and consumer lifecycle stage sensitive
  • Support key cultural moments to engage consumers beyond product
  • Partner with agencies to adapt/create content for engagement
    Life Cycle Communications
  • Conceptualise and execute a consumer journey calendar overlaying the annual communication calendar to give an engaging experience from 1st purchase to their continuous journey with adidas
  • Work closely with Brand Communications, Key City Activations, Digital Marketing, E-Com and other stakeholders to ensure consumer engagement program are aligned and seamlessly timed with brand campaigns
  • Outline A/B tests/experiments with Analytics lead to incorporate, test and iterate on succeeding campaigns
  • Manage budget with a clear rationale of allocation to various campaigns


  • Own and execute membership benefit program
  • Manage the membership access
  • Partner with retail activation team on membership events


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

Systems and Processes

  • Understanding of CRM, adidas products and storytelling
  • Awareness/Curiosity of best practice tools in the industry to make consumer acquisitions and engagement more efficient

People Management

  • Support team with all CRM/Digital projects
  • Develop and share best practices of acquiring and engaging adidas consumers
    Key Relationships:
    Internal: Brand Communications, Retail, Sales, Key City Activations, eCom, Newsroom, Digital Marking, IT
    External: Agencies, Partners, Complementary brands, Vertical sites, etc
    Knowledge, Skills and Abilities:
  • Always puts consumer in the centre
  • Proven track record of creative thinking
  • Awareness of the ongoing trends especially digital & mobile eco-systems
  • Content management experience or understanding for brand communications and standard calendar
  • Basic understanding of CRM program and member communications
  • Demonstrated ability of taking initiative and collaborating with people
    Requisite Education and Experience / Minimum Qualifications:
  • Bachelors in Engineering/Economics/Marketing/Business Administration preferred
  • Team sports fan with good knowledge about global & local football & basketball landscape
  • CRM Experiences preferred, Consumer Journey centric thinking & Good story telling skills
  • Ability to work in a matrix organisation
  • Fast learner, proactive working attitude and strong project management experience
  • Ability of working with agencies CRM/Media/Advertising and generating excellent work from them

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 CRM Engagement

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  31
Country/Region:  CN
Contract Type:  Full time
Number:  269808
Date:  Nov 19, 2020