Manager CRM

Purpose & Overall Relevance for the Organization:

  • Develop and implement CRM strategy, roadmap in retail to successfully enhance consumer recruitment and retention, effectively drive to conversion.
  • Support key projects for positive outcome of consumer acquisition & engagement
  • Collaborate with agency to implement best practices in consumer acquisition and engagement across different channels viz. WeChat, SMS, APP’s, etc
  • Execute the CRM 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:

  • Create annual CRM engagement planfor Retail and relevant categories (Swimming, Tennis, Cycling) and segments
  • Work closely with Brand Communications, Key City Activations, Digital marketing and other stakeholders to ensure consumer campaigns are aligned and seamlessly timed with brand campaigns
  • Conceptualise and execute a consumer journey calendar overlaying the annual communication calendar
  • Partner with agencies to adapt/create content for acquisition and engagement
  • Outline A/B tests/experiments with Analytics lead 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 all projects related to responsible categories as and when needed
  • Implement A/B tests in campaigns for continuous improvement in reach and response rate
  • Manage campaigns for unplanned product/brand stories
  • Execute special consumer centric campaigns above planned brand campaigns
  • Outline clear and trackable KPI’s for each campaign



  • 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 projects
  • Develop and share best practices of acquiring and engaging adidas consumers


Key Relationships:

  • Internal: Brand Marketing, Retail, eCommerce, News Room, Digital Marking, IT
  • External: Agencies, 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
  • Progressive Marketing/CRM experience in sports business, cosmetics, consumer goods, etc
  • Good story telling skills
  • Ability to work in a matrix organisation
  • Fast learner, proactive working attitude and strong project management experience
  • Proven 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

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  342508
Date:  Oct 18, 2021