Senior Director Digital Brand Activation

Purpose & Impact on Organization:

Digital Brand Activation delivers a premium digital experience centered around our consumers. The aspiration is to define and build a consistent digital strategy, direction and capabilities, leading all one seamless experience across all digital touch points.

This role is key to the successful adoption, development and implementation of Global digital strategies and seasonal plans.

The role best suits a candidate who can create strategic digital ideas and has the category and consumer understanding to create highly structured digital plans.  


The Senior Director, Digital Activation is responsible to lead Digital Strategy and Activation within the Brand for the Market. The function is key to own and influence key areas of the digital ecosystem to ensure a seamless consumer experience, delivering more personal consumer interactions, and driving efficient traffic and sales to own and wholesale eCom.


Key Responsibilities:



  • Lead Digital Activation team covering Digital Planning, Digital Content, and CRM on market level
  • Lead the relationship with key digital media and conglomerate stakeholder to optimize the brand visibility and effectiveness on their social platform, in partnership with Digital Media
    Through digital planning, plan all the consumer pathways in the digital journey: from the display to the engagement and conversion on Ecom or CRM
    Lead the SEM plan in partnership with Ecom team
    Identify gaps and opportunities within the digital journey to maximize brand experience and sales conversion in the consumer journey
    Through digital content team, serves the specific needs for content creation for Ecom, looking at the full eco-system and understanding what is missing on Ecom platform.
    Through CRM team, lead the acquisition and retention of consumers with CRM digital platform
  • Provide digital thought leadership and guidance to non-digital first functions in market such as Retail Marketing, SPOMA and Strategy teams.
  • Key brand interface for DBC and local eCom leadership.
  • Ingest global digital strategy, localize and oversee implementation in market.
  • Enable digital and data driven thinking across the brand for seamless consumer experience & increased media effectiveness
  • Create and promote a culture of testing, innovation, and data driven decision making.
  • Accountable for creation and activation of holistic digital campaign plans
  • Accountable and responsible for driving traffic and conversion on adidas.com through aligned targets and KPI with Ecom market team
    Key Relationships:
  • Markets: Brand Activation, Market CRM teams, Media & Planning, Digital Media eCom
  • Brand Business Units: Brand Marketing Communications and Sports Marketing Teams
  • Ecom team
  • Digital Brand Commerce: Digital Experience Team, Digital Analytics and SEO / SEM, Digital Strategy and Delivery, Global Creative Services, Digital Account Management
  • Brand Management: Newsrooms, Entertainment and Influencer Marketing, Sports Marketing
  • Brand adidas: CTC (Concept to Consumer), Brand Design
    Knowledge, Capabilities and Experience:
  • At least 10+ years digital marketing experience (agency or client)
  • Strategic mindset with strong executional abilities
  • Digital savvy person with sound knowledge and experience of consumer digital marketing. We’re looking for somebody who lives and breathes in the digital space. Someone who understands digital consumer engagement and who can inspire our consumers across our digital touch points.
  • Passionate about digital marketing within the broader marketing mix
  • Results-driven and process focused with problem-solving and decision-making abilities
  • Strong aesthetic and creative sense
  • Ability to balance aesthetics with business acumen
  • Superb written and verbal communication and presentation skills, especially in English
  • Excellent leadership and cross functional management skills
  • Proactive with a positive attitude
  • Excellent verbal and written communication skills (both English and Mandarin)
    Requisite Education and Experience / Minimum Qualifications:
  •  University degree in business, ideally with marketing and sales focus or equivalent professional experience
    •  10+ years of digital marketing experience (agency or client)
  • Comprehensive marketing communication experience, preferable in consumers industry and/or leading marketing communication agency
  • 10 years+ of leading and managing a diverse team (remote management)
  • Passion for sports

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:  Senior Director Digital Brand Activation

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  31
Country/Region:  CN
Contract Type:  Full time
Number:  278412
Date:  Oct 19, 2021