Vice President, Direct to Consumer



Holistic accountability of the P&L for all owned stores in Japan. Leading the stores, retail back office and acting as a member of the Japanese Executive Team. Responsible for profitable and sustainable market share growth and to be the primary leader in driving all initiatives and strategies through the Branded Concept Stores, Flagships and Factory Outlets in Japan.


Create and deliver the vision and strategy for all stores formats in Japan, and the Retail Back Office. Cultivate and develop talent and future leaders with an identified succession plan throughout the organization. Be passionate about people and inspire/motivate the organization to deliver internal talent for future store growth and promotional opportunities cross-functionally within Japan.


Ensure channel sales, profitability, margin and operational objectives are met through an executed strategic business plan. Stay in close alignment with Market APAC and Global Retail direction, giving input to Market and Global on behalf of Japan and ensuring flawless execution at Country level.



• Design and implement the strategy for the Direct to Consumer Own Retail business throughout Japan to grow the business and maintain a competitive advantage in the market

• Lead and manage the full P&L for the Direct to Consumer business (Own Retail)

• Drive the Retail 5 P’s : People , Product , Premises, Processes and Profit to continuously maximize profitability from the store portfolio whilst ensuring this covers the requirements for Japan in conjunction with key stakeholders including the GM / SVP Japan, Global Sales, and APAC Retail organizations

• Identify key growth strategies to win in Key City Tokyo in alignment with the Tokyo Key City Team, as part of the wider strategic focus to close market share and grow sales without impacting negatively the existing eco-system and supporting further enhancements to our consumer experience

• Expand that City focus to Market Focus City Osaka, and Country Focus Cities, Nagoya, Fukuoka, and Sapporo

• Ensure the service proposition, brand standards and digital capabilities remain at the forefront of what our brand expects and is capable of, again to deliver a world class experience

• Seek to expand Omni-channel capabilities to support our increasingly connected consumers journey and link the physical eco-system to digital platforms and own site

• Work with brand and digital activation to expand focus on driving active membership to enhance the consumer lifetime value of people visiting our own retail stores

• Ensure our own retail fleet regularly tests and deploys the latest store environments, from Brand Halo to Value and that dilutive stores or those no longer fit for purpose are improved or closed to optimize profitability

• Leverage Direct to Consumer Strategies and localize with cultural nuances, considering language and market insights to ensure effective implementation

• Ensure robust operational ways of working in place in all back office, field and store environments and employees to protect the company’s assets, staff, premises and products

• Ensure our back office and particularly store population receive regular and engaging development platforms and tactical/ operational training to optimize results

• Ensure the maintenance and optimization of our consumer service proposition at all times and in all stores

• Align with the Wholesale channel on eco-system-based decisions related to new spaces or remodeling/ format changes to existing store portfolio across the country

• Ensure clear goal setting and quarterly plans are set and in place reflecting both Market and Country focuses as well as channel specific initiatives and targets to drive a common focus

• Ensure robust buying and allocation processes in place to blend art and science to offer the latest and best ranges to our consumers, driving the highest margin and full price mix possible in our concept store business, whilst mitigating excess inventory via our Factory business to protect overall company profitability

• Drive and implement agreed Global Sales processes and guidelines for field and RBO operations; feeding back country needs to market Retail team to champion on our behalf to Global

• Manage Key Performance indicators (KPI’s): Traffic, Conversion, UPT, ATV, % channel contribution to be continuously monitored at store level and shared with respective teams

• Manage and control operational expenses (stores and back office) in line with the Market Retail budget

• Ensure elaboration of a rolling ‘Retail deployment schedule’ by store, covering all Retail marketing, visual merchandising and other activities and ensure implementation by operational coordination and close tracking

• Ensure identification and improvement of best practices by own store format and compliance within the Market Retail store portfolio

• Develop and implement advanced components for enhancing the adidas Group Retail business model (logistics, IT, reporting, staff deployment planning, training) with the respective functions

Set clear and measurable objectives for direct reports; assess and help develop their functional and soft skills; identify and help develop talent for career and leadership opportunities. Leveraging the company system for performance management.

• Ensure high employee engagement and performance at every level through effective motivation, coaching, training, and development of personnel in the team, both in the back office and in the field.



• Japan Executive Team (JET)

• Brands and other Sales Channels (WHS, eCommerce), Business Development, Support Functions (Finance, HR, IT, SCM)

• APAC Retail, Business Development, Cities and Marketplace, and Category BU’s

• Global Sales team



• Strong leadership skills, management and coaching skills and the ability to capitalize on and apply these skills, resulting in the growth and development of employees at all levels of the organization.

• Deeply experienced in leading multi-cultural field and back office teams in an international, brand led retail environment.

• Highly consumer centric and growth mindset

• High degree of commercial business and financial acumen

• Broad knowledge of Real Estate and Store Development cycles and processes

• Understanding of buying and allocation

• Excellent communication skills; presentation, influencing, and driving change

• Understanding of Digital eco-systems and functionality without necessarily being a digital native

• Advanced numeracy and literacy, with good IT skills (Word, Outlook, Excel, PowerPoint)

• Fluency in English (local language as a plus)



• BA or BS degree from a four-year college or university or equivalent relevant experience

• Minimum of 15-year experience in large-scale multi-unit retail gained in a senior leadership retail role

• Fast/ Vertical/ High Street Fashion, Luxury, Sports or Lifestyle all considered

• Experience of working internationally

• Understanding of operating in a matrix organization and ideally a cross-channel environment

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:  Vice President, Direct to Consumer

Brand:  adidas
Location:  Tokyo
TEAM:  Retail (Back Office)
State:  13
Country/Region:  JP
Contract Type:  Full time
Number:  319488
Date:  Apr 8, 2021