Senior Director Digital Commerce - EM

Purpose & Overall Relevance for the Organization

As the key digital change agent and central interface to key stakeholders, the role leads the Digital Brand Commerce (DBC, adidas.com) and Digital Partner Commerce (DPC, digital partner.com) channels for adidas and Reebok in the Emerging Markets to deliver superior consumer experience and strong business results, Drives the brands and the business through the required strategies, cluster and hub collaboration and stakeholder management. Represent the Emerging Markets in global interactions to drive development and strategy inline with the market’s plans.


Key Responsibilities

  • Build and drive implementation of short and long term Emerging Markets Digital Strategy across Emerging Markets in a way to further brands’ distribution, maximise profitability, increase market share and deliver improved consumer shopping experiences.
  • Lead transitions to monobranded eCOM portals and ensure appropriate representation of the brands (adidas & Reebok) on own portals and partner channels.
  • Ensure right strategy, plans and work flows are in place to partner with digital retailers across Emerging Markets in a way to elevate consumer experience. Drive execution of these plans by local teams, cascade global strategies to ensure alignment and provide guidance where needed.
  • Ensure identification, improvement and implementation of best practices across Emerging Markets DBC & DPC portfolio.
  • Ensure right resource, process and vendor management to further develop the cluster Digital Commerce businesses (logistics, IT, reporting, staff deployment planning, training) with respective functions.
  • Provide guidance to Emerging Markets clusters on merchandising, analytics, commercial strategy, launches, digital activations and partners development.
  • Responsible for commercial decisions at Hub level by analysing the DBC & DPC KPI’s together with trends and needs.
  • Lead large scale digital projects across Emerging Markets, and devise plans to add digital solutions to deliver improved consumer engagement and business performance.
  • Leverage changing consumer insights to support the decision-making process, and strategic plans changes in own eCOM and through our joint partner planning.
  • Ensure high employee engagement through effective feedback, coaching and development of the team members.
  • Build collaborative relationships with key internal and external stakeholders, including Global Headquarter for DBC & DPC functions, market leads and external vendors and retail partners.
  • Manage and control operational expenses in line with EM DBC & DPC budgets.


Key Relationships

  • Global DBC and DPC Teams
  • EM Senior Leadership Team (specifically General Managers, Market Sales Directors,  adidas and Reebok Brand Leads, IT leads)
  • Cluster Digital Teams
  • External technology vendors
  • Retail partners


Knowledge, Skills and Abilities

  • Minimum of 15 years’ experience in the eCommerce and trade marketing industry, ideally in apparel/fashion/shoes or FMCG, with an operational background
  • Strong leadership skills, with experience of leading Regional eCommerce teams
  • Strong impact and influence skills
  • Ability to lead and drive change
  • Excellent communication skills including impactful presentation and negotiation skills
  • Strong understanding of consumer base and purchasing behaviour
  • Experience in P&L management and accountability
  • Experience managing diverse teams and working in a complex matrix organisation
  • Fluency in English

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 Commerce - EM

Brand:  adidas
Location:  Dubai
TEAM:  Digital
State:  DU
Country/Region:  AE
Contract Type:  Full time
Number:  246488