Senior Director Digital Ecosystem Marketing, Marketplace

Purpose & Overall Relevance for the Organisation:

Marketplace plays a key strategic role in accelerating our digital brand eCommerce strategy in China. Winning on each of these marketplace touchpoints through our online platform stores while delivering a premium end-to-end consumer experience will be key to success for this role.


This role is key to the successful adoption, development and implementation of Global digital strategies and seasonal plans as well as local reactive in-season trading and activation 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 activation plans.


The Senior Director, Digital Ecosystem Marketing is responsible to lead Digital Strategy and Activation for the responsible online platform stores. 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 responsible eCom.


You are expected to build & lead the Marketplace digital marketing organization to deliver the signed-off digital roadmap ambitions for 2025.


Key Responsibilities:

  • Lead Digital Ecosystem Marketing, Marketplace team covering Experience Planning, Campaign Management, Content and Performance Marketing on a market level.
  • Lead the relationship with key digital media and conglomerate stakeholders to optimize the brand visibility and effectiveness on their social platform, in partnership with Digital Media.
  • Identify gaps and opportunities within the digital journey to maximize brand experience and sales conversion in the consumer journey.
  • Enable digital and data driven thinking across the brand for seamless consumer experience & increased media effectiveness.
  • Enable digital and data driven thinking by deep understanding of consumer strategy/insights.
  • Through experience planning, plan all the consumer pathways in the digital journey: from the display to the engagement and conversion on Ecom or CRM.
  • Through campaign management 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 livestream, serves the specific needs for content creation and understand the missing points.
  • Through performance marketing team, manage budgets and campaigns across all digital channels to drive strong return on investment.
  • Provide digital thought leadership and guidance to non-digital first functions in market such as Retail Marketing, SPOMA and Strategy teams.
  • Key digital marketing interface for brand & communication, eCommerce and platform and also 3rd party platform.
  • Create and promote a culture of testing, innovation, and data driven decision making.
  • Accountable for creation and activation of holistic digital campaign plans.
  • Accountable to deliver the signed-off digital roadmap ambitions for 2025.



Key Relationships:

  • Global digital team
  • Global digital leadership team
  • GCA leadership team
  • China digital team
  • Platforms
  • Media agency & 3rd parties



Knowledge, Skills and Abilities:

  • At least 15+ 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.
  • Understands digital consumer engagement and who can inspire our consumers across our digital touch points.
  • Creativity/innovative mindset.
  • 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.
  • Collaborative, able to build strong relationships quickly.
  • Comfortable presenting to stakeholders at various organizational levels both in person and remotely.
  • Proactive with a positive attitude.
  • Strong (written and verbal) communication and interpersonal skills in 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 Ecosystem Marketing, Marketplace

Brand:  adidas
Location:  Shanghai
TEAM:  Digital
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  379212
Date:  Nov 20, 2021