Senior Manager Membership Operation

Purpose & Overall Relevance for the Organization:

  • Lead and implement CRM strategy, roadmap in retail to successfully enhance consumer recruitment and retention, effectively drive to conversion.
  • Project management for positive outcome of consumer acquisition & engagement
  • Agency management to implement best practices in consumer acquisition and engagement across different channels like online and offline, including WeChat, retail store, APP, etc.
  • Create and plan the CRM activation calendar by capitalising on different brand stories, product stories, inflexion events; develop/adapt consumer communication toolkits
  • Partner with Analytics lead to generate data driven insight and indication for CRM operation


Key Responsibilities:


  • Lead membership strategy and operation mechanism for retail.
  • Channelized program design and consumer activation calendar overlaying the annual CRM calendar
  • Membership 2.0 implementation in retail
  • Work closely with Brand Communications, Key City Activations, Digital marketing and other stakeholders to ensure consumer campaigns are aligned and seamlessly timed with brand campaigns
  • Partner with agencies to adapt/create programs for acquisition and engagement
  • Manage budget for responsible categories with a clear rationale of allocation to various campaigns



  • Lead operation and member lifecycle management in retail.
  • Design and implement retail member activation
  • Work with cross functions on membership instore operation
  • Members Week retail activation design and execution
  • Lead precise member communication in retail
  • Closely work with China Digital Hub on member coupon configuration and redemption
  • FRS dual membership integration and operation
  • Outline clear and trackable KPIs for operation performance



  • Track and adhere to budget for relevant categories
  • Support business cases with clear rationale as and when needed


Systems and Processes

  • Understanding of CRM, adidas products and storytelling
  • Awareness/Curiosity of best practice tools in the industry to make consumer acquisitions and engagement more efficient


People Management

  • Support team with all CRM/Digital projects
  • Develop and share best practices of acquiring and engaging adidas consumers


Key Relationships:

Internal: Brand Communications, Retail, Digital hub Key City Activations, eCom, Digital Marking, IT


External: Agencies, Partners, Complementary brands, Vertical sites, etc


Knowledge, Skills and Abilities:

  • Always puts consumer in the centre
  • Proven track record of creative thinking
  • Awareness of the ongoing trends especially digital & mobile eco-systems
  • Content management experience or understanding for brand communications and standard calendar
  • Basic understanding of CRM program and member communications
  • Demonstrated ability of taking initiative and collaborating with people


Requisite Education and Experience / Minimum Qualifications:

  • Bachelors in Engineering/Economics/Marketing/Business Administration preferred
  • Team sports fan with good knowledge about global & local football & basketball landscape
  • CRM Experiences preferred, Consumer Journey centric thinking & Good story telling skills
  • Ability to work in a matrix organisation
  • Fast learner, proactive working attitude and strong project management experience
  • Ability of working with agencies CRM/Media/Advertising 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 Membership Operation

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  466049
Date:  Aug 4, 2022