Senior Manager CRM Engagement

Purpose & Overall Relevance for the Organization:


  • Planning and delivering CRM strategies across the company engaging memberships.
  • Create the CRM engagement & communications calendar by capitalising on different brand stories, product stories, inflexion events; develop/adapt consumer communication toolkits
  • Customize communication content based on data attribution and collaborate with agency to product messages across different channels viz. SMS, EDM, WeChat, APP’s, etc with redirection to official site or Own Retail (store locator).
  • 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)
  • Train other team members in understanding the importance of right message, right channel, right time

Key Responsibilities: 

Engagement Calendar

  • Ensure engagement communications calendar creation adheres to the timeline and content is consumer segment and lifecycle stage sensitive
  • Own key cultural moments to engage consumers beyond product
  • Clear retention targets for the year

    Life Cycle Communications
  • Own consumer engagement from 1st purchase to their continuous journey with adidas
  • Interlace brand, product and key moments to give an engaging experience
  • Articulate offers for increasing repeat purchase

  • Lead membership focused conversations across all stakeholders
  • Manage and execute membership benefit program
  • Manage the membership access
  • Partner with retail activation team on membership events



  • Identify and brief appropriate new membership interactions to Hub
  • Own all membership touch points and continuously improve
  • Enhance membership benefits
  • New roll outs in HK/TW


  • Manage budget
  • Support business cases with clear rationale as and when needed 

Systems and Processes

  • Exposure to CRM transactional and reporting tools preferred
  • Awareness of best practice tools in the industry to make engagement more efficient

People Management

  • Mentor direct report to reach full professional potential via training and counsel

Key Relationships: 


  • Brand Marketing, Retail, eCommerce, News Room, Digital Marking, Digital Hub


  • Agencies, Complementary brands, Vertical sites, etc

Knowledge, Skills and Abilities:

  • Proven track record of creative thinking when it comes to engaging consumers
  • Awareness of the ongoing trends in direct consumer communication
  • Solid CRM content management experience according to brand communications and standard calendar
  • CRM content adaptation experience, especially from global toolkits
  • Past experience of handling omni – channel communications
  • Demonstrated ability of taking initiative and influencing people
  • Tech Savvy
    Requisite Education and Experience / Minimum Qualifications:
  • Bachelor’s in marketing/Business Administration preferred
  • Progressive experience in cosmetics, consumer goods, apparel preferred
  • 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 CRM agencies 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:  Senior Manager CRM Engagement

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  31
Country/Region:  CN
Contract Type:  Full time
Number:  268668
Date:  Dec 27, 2020