Purpose & Overall Relevance for the Organization:

MEMBERS FIRST is one of the key focus areas of our corporate strategy and the market Membership Team is central to embedding and executing this key strategic program. The strategic objective is to transform the successful membership initiative to market-wide global program at scale and to fuel the growth ambitions of the company. The role will drive engagement & loyalty through constant innovation and careful curated value proposition aimed at exciting, engaging & satisfying our key consumer groups.

The Senior Manager Membership Planning & Performance is responsible for developing membership business plan and performance management along with driving member insights, advanced member analytics, audience selection for accelerating our data led membership strategy implementation across the organization.

Key Responsibilities

Planning and Analysis

• Performance planning and management with integrated membership operating model
• Establish and drive the standardization of membership processes across the adidas ecosystem to ensure a seamless omnichannel experience for consumer
• Performance architecture and modelling for membership programs/campaigns - Point Redemption/Members Week/Moments etc
• Own and manage membership database as a SME of the first party data query
• Regular reporting and MicroStrategy market dashboard management
• Implementing global performance frameworks with market data input to Global
• Establish the play book for audience selection considering various scenarios
• Set up the regular cadence dashboards for leadership team review to provide clear insights into progress of membership across global and country levels
• Set up regular cadence dashboards for channel level deep dives to constantly iterate and improve the membership proposition
• Collaborate with cross-functional teams to set up self-service dash boards to provide membership insights and next steps
• Establish standard reports for campaign reporting that drive awareness and clear next steps
• Establish the building blocks of advanced analytics powered by automation to enable personalization at scale
• Establish the advanced analytics use case back log system so that we are constantly testing, learning, and scaling personalization
• Periodically review performance of commercial and experiential membership privileges to provide insights for iterating/improving the membership program offerings
• Continuously review and report on the efficacy of membership first initiatives such as early access, member exclusive and other member incentives
• Review and suggest best practices for membership communications across lifecycle and campaign communications

Consulting

• Support stakeholders in leveraging membership understanding to define goals, select appropriate KPIs framework, monitor performance and derive trends and opportunities
• Provide stakeholders with actionable recommendations and calls for action based on insights
• Translate insights into actionable and easy to digest insights presentations
• Drive the implementation and use of data driven decision processes, in line with a fact-based decision culture
• Identify use cases based on membership insights that would benefit the larger organization such as product preferences, product launch calendar, product buy, etc

Financial

• Manage budget planning and control overall expenditure for the entire functions, monitor campaign and promotional executions for respective area
• Track and adhere to budget for relevant categories, regular forecast budget/expense with compliance to the guideline
• Support business cases with respect to membership projects with clear rationale as and when needed

Systems and Processes

• Understanding of global brand Go-To-Market process
• Understanding of membership set up, CRM systems/tools, membership analysis and reporting tools
• Awareness/curiosity of best practice tools in the industry to make consumer acquisitions and engagement more efficient

Key Relationships:

• Retail
• eCommerce
• WHS/Mono
• Concept to Consumer
• Brand Activation
• Digital Brand Activation
• Data and Analytics
• Global Membership (Strategy, planning and product)
• Global Digital and Digital Analytics
• Tech and IT

Knowledge, Skills and Abilities:

• Fast learner, proactive working attitude, and growth mindset with excellent project management skills and experience
• Experience in conceptualizing, business planning and executing reports and dashboards
• Data driven and insights focused individual with a pragmatic outlook
• Hands on experience of using SQL, Microsoft Power BI, Web analytics tools such as Adobe Analytics, Google Analytics 360, and personalization platforms, data visualization such as Tableau etc.
• Well versed with key membership indicators, personalization, and insights reporting
• Excellent all-round communication, documentation, and presentation skills
• Demonstrated ability of taking initiative and influencing people
• Experience in cross-functional and cross-geo stakeholder management in global company
• Experience in leading a team as a scrum master, focusing on people development and empowerment
• Experience in articulating strategic issues and negotiating with C-level executives - experience in leading strategy consulting projects a plus

Requisite Education and Experience / Minimum Qualifications:

• Minimum Degree in Business Administration, Economics, Statistics, Marketing, Advertising or relevant disciplines, MBA or advanced degree is preferred
• 10+ years progressive experience within business planning, consulting, performance management, data analytics, consumer analytics/data science, or project management
• Ability to excel in a matrix organisation
• Fluency in English/Korean, both in writing and speaking is a must.