Sr Director Direct To Consumer

Purpose & Overall Relevance for the Organization:


Responsible for developing and leading the adidas Direct to Consumer (DTC) strategy within designated Country (including omni-channel roadmap).

Achieve profitable and sustainable market share growth and drive strategies through all channels of the direct-to-consumer business (eCom, Retail, Franchise).

Ensures division sales, profitability, margin, and operational objectives are met through an executed strategic business plan.

Leads a service culture and develops people within the channel to drive employee engagement, retain talents, and develop capabilities across the business to achieve Global and Market/Country strategic goals.


Key Responsibilities:



  • Design and implement the strategy for the Direct-to-Consumer business throughout the Country to grow the business and achieve a competitive advantage in the Country for all DTC Channels (eCom, Retail, Franchise).
  • Overall fiscal responsibility for achieving the Country Direct to Consumer business plan goals and budgeted objectives through sales, margins, profitability, and other financial measurements for the adidas Group Brands. (Includes Leading and managing the full P&L for direct-to-consumer business).
  • Manages implementing Global Brand and Sales & Latin America (LAM) Market initiatives, programs, and procedures across the DTC Channel to promote key messages and achieve a competitive advantage in the omnichannel marketplace.
  • Maintain a collaborative approach and consistently communicate vertically and cross-functionally to ensure alignment of internal priorities and ensure resources are allocated appropriately to achieve desired results. This applies within the Country team.
  • Lead and inspire a cross-functional team (for example: (HR, IT, Finance) to achieve their business goals by setting clear and measurable objectives, developing their functional and relationship skills, and owning career progression planning for the team.



  • Directs and continuously improves store operations to meet Country and LAM Market objectives for operational excellence (Retail and Franchise). 
  • Develops and implements in-store programs designed around industry best practices to increase operational and Brand excellence efficiency.
  • Drive market strategy for retail expansion (store roll-out, remodeling & optimization of Retail Country Store fleet) to fulfill brand and commercial objectives, partner closely with Global Retail & LAM DTC team to finalize investment decisions.
  • Accelerate the e-commerce business as part of an omni-channel consumer strategy by closely collaborating with the centralized eCom team in Bogota. Acting as a critical advocate & go-to person within the Country for the eCom business.
  • Own internal procedures for the adidas brands to ensure full compliance with internal audit and published guidelines/procedures.
  • Drive and implement agreed Global Retail processes and guidelines for field and Retail Back Office operations, feeding back Market needs to the Global Retail organization for the ongoing development of global processes.
  • Manage Key Performance indicators (KPI’s): Traffic, Conversion, UPT (Unit Per Transction), ATV (Avegrage Transaction Value), % channel contribution to be continuously monitored at store level and shared with respective teams.
  • Manage and control operational expenses (stores and back office) in line with the Country Retail budget!
  • Ensure elaboration of a rolling ‘Retail deployment schedule’ by store, covering all Retail marketing, visual merchandising, and other activities and ensure implementation by operational coordination and close tracking!
  • Ensure identification and improvement of best practices by own store format and compliance within the Country Retail store portfolio.
  • Drive Franchise business expansion by identifying appropriate Franchise partners and Franchise store locations.
  • Develop and implement advanced components for enhancing the adidas Retail business model (logistics, IT, reporting, staff deployment planning, training) with the respective functions.
  • Implement and adhere to the Global Retail Store Operations Manual and related materials/processes.



  • Lead and advocate the service model and methodology – be an active ambassador for the Connect Engage and inspire methodology and live this in your day-to-day leadership practices.
  • Lead the implementation of Global Sales Academy team initiatives and adoption in your local Country.
  • Create and drive a high-performance service culture by setting clear expectations and targets, analyzing stores performance, holding leadership teams accountable, and giving appropriate and prompt feedback.
  • Continuously improve consumer service and in-store experience to maintain the highest brand equity.
  • Visit stores (both Retail and Franchise) to evaluate business operations and develop solutions to current operating practices to increase Brand awareness, productivity, workflow, and profitability and ensure a seamless consumer shopping experience.
  • Leading “Consumer Obsession” - Identify, plan, and execute areas for improvement to ensure consumers understand and receive the whole Brand experience in stores and online.



  • Lead by example staff progression and development using Global tools and programs; Performance management, coaching, career planning, career experiences, placements, and participation in relevant development programs.
  • Actively lead and participate in Global and Market/Country talent management through mentorship. Sponsorship, sharing talent, and providing market development opportunities for global talents to reach their full potential.
  • Ensure the Global Retail HR in-store SHINE training and development program is executed to strive for constant improvement in in-store personal capability. Act as a strong advocate of adidas Retail University.
  • Lead and drive people initiatives, bring the people strategy to life in the context of the local function and Market, leverage global tools and programs to enable this, and identify local needs in partnership with HR Business Partner.


Key Relationships:

  • Country First Line Management
  • Centralized LAM eCom team
  • Global Sales, especially DTC
  • RBO and Retail Field
  • Regional Category BU’s
  • Local Brand teams
  • Finance
  • HR
  • Profit Protection
  • IT/Tech


Knowledge Skills and Abilities:

  • Ability to think strategically, define business opportunities and problems, understand complex business challenges, and formulate effective solutions to improve results.
  • Demonstrated experience developing and completing successful financial and business plans for achieving sales, service, and contribution goals in large Retail organizations.
  • Strong leadership and coaching skills and the ability to capitalize on and apply these skills, resulting in the organization's growth and development of managers and employees.
  • Possesses strong interpersonal skills and can achieve desired results in a fast-paced, highly competitive, multi-tasking environment.
  • Solid in merchandising and store operations, preferably industry knowledge within footwear & apparel.
  • Ability to form effective internal and external business partnerships that influence the business.
  • Ability to understand and interpret legal contracts.
  • Ability to read, interpret, and initiate action against financial reports.
  • Ability to conduct and analyze consumer, industry, market, and competitor research.
  • Must have creative and innovative approaches to practical business problems.
  • Ability to effectively present information to senior management and large groups.
  • Possess strong organizational, problem-solving, negotiation, and resolution skills.
  • Experience in understanding and managing brand and marketing concepts.
  • Experience in administration and reconciliation of sales figures and ability to write and read business plans.
  • Ability to travel domestically (at least 30% of the time) & internationally.
  • Strong computer skills:  Proficient in Microsoft Office, including Outlook, Excel, Word, and PowerPoint.


The successful candidate will possess an optimal combination of integrity, a strong sense of accountability, a practical ability to get things done, superior communication skills, a high, positive energy level, and a demonstrated ability to balance roles and responsibilities in a matrixed global organization diplomatically. A consistent, dependable, and authentic leader, the ideal candidate will be approachable and have a sense of humor and humility. Above all, this executive must embrace and be passionate about the leadership brands we own. 


Leadership and Communication

  • Experience setting a shared vision and direction and building the excitement and enthusiasm to engage various stakeholders.
  • Experience building organizations with solid teams and committed staff – evidenced by employee retention and engagement.
  • Demonstrated ability to bring out the best in others through coaching and mentoring and providing honest feedback.
  • Demonstrated commitment to service excellence with experience in a branded retail organization.
  • A superb, engaged, energetic public communicator who can tailor messages to various audiences and mediums.
  • Demonstrating and leading by Example to drive the adidas DTC team toward a “Culture of Diversity and Inclusion.”


Requisite Education and Experience / Minimum Qualifications:

  • Bachelor's degree from a four-year college or university.
  • 10+ years of retail management experience with progressively increasing scope and responsibility (a combination of education and experience may be substituted in lieu of a degree)
  • 10+ years managing and leading teams.
  • Minimum 7 years’ experience successfully leading, managing, and developing multi-store, multi-channel retail teams.
  • Previous experience managing a global/market/country matrix organization is required.
  • Sporting goods industry experience required.
  • Fluent in English
  • Fluent in local language (if applicable) preferred.
  • Has lived and worked in different cultures or has substantial experience working in the country & with regional teams.

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:  Sr Director Direct To Consumer

Brand:  adidas
Location:  Santiago
TEAM:  Retail (Back Office)
State:  RM
Country/Region:  CL
Contract Type:  Full time
Number:  507569
Date:  Feb 8, 2024