GENERAL PURPOSE

As Manager Membership at adidas you play a crucial role in driving growth of the Membership Program in Europe.  Our ambition with our adidas Membership program is to drive consumer engagement and redemption in all member segments and  across all consumer touchpoints to drive retention and buying behaviour.

Your responsibilities will include collaborating with the Global Membership team, local market teams, Ecommerce, retail teams and many more stakeholders to continuously improve the Membership Program. Using consumer and business insights, you will work on (re)-activating, rewarding, and offering benefits to members, contributing to the program's evolution and success. Although this role does not have direct managerial responsibilities, it includes a strong element of team support and mentorship, particularly in guiding and collaborating with two junior team members. Additionally, when internship positions are active within the team, the intern will report directly to this role for the duration of their placement.

KEY RESPONSIBILITIES 

RESPONSIBLE FOR THE VALUE PROPOSITION OF THE MEMBERSHIP PROGRAM

• Continued evaluation of the current value proposition and reward catalogue while growing it with more relevant rewards for our member cohorts/segments across all touchpoints (site, adidas apps, retail stores).
• Enhance the effectiveness of (redemption) tactics through analyzing member feedback, staying informed about industry trends, and collaborating with cross-functional teams to identify and implement improvements.
• Evaluate existing member journeys and implement new ones ensuring personalized and seamless experiences across digital and physical touchpoints to our members.
• Plan and execute tactical campaigns that align with business goals to drive member engagement, retention and repeat buying while contributing to broader adidas and membership KPI‘s.
• Generate regular reports assessing the performance of our membership tactics and the overall program. Evaluate key metrics such as number of redeemers, points redeemed, retention and overall impact on business objectives. Use these insights to identify areas for improvement.
• Be a champion for continues innovation by pushing boundaries and challending the status quo.
• Implementing tests, pilots and alternatives for continues growth.
• Provide input to the Membership Operations team to support quarterly planning of program capability improvements.

RESPONSIBLE FOR THE VISIBILITY AND COMMUNICATION OF OUR MEMBERSHIP PROGRAM

• Drive the integration of the Membership Program and it’s tactics into Europe’s Brand Calendar by partnering with local teams including Business Unit representatives, planning, content, retail, ecommerce and other relevant business stakeholders to capture the best synergies for the business and our members
• Define the Europe market Membership activation plan for each season (inc. Brand moments and campaigns) in collaboration with Europe digital and retail activation teams- ensuring we are using the right tactics at the right moments throughout the consumer journey.
• Execute the seasonal plan and ensure it delivers against EU strategic priorities and KPIs.
• Working closely with the Consumer Analytics teams to extract actionable insights from membership activations, using these insights to evolve the program to engage, re-engage and convert members.

KEY RELATIONSHIPS

• Europe Digital Activation
• Europe Retail Activation
• Europe Retail Consumer Excellence (Operations)
• Europe eCom
• Analytics
• Europe Buying & Merchandising
• Global Membership
• Digital Product and UX
• Global and EU Business Units

REQUIREMENTS

EDUCATION & EXPERIENCE

• 5+ years of experience in a Digital Marketing environment
• Knowledge of CRM & Loyalty programs
• Experience across eCom and Retail preferred
• Experience in managing highly complex processes, involving multiple teams in different geographies

SOFT-SKILLS

• Ability to quickly adapt to changing business processes and business partners
• Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely

• Ability to work effectively within necessary organizational structures and processes while finding creative ways to continuesly innovate within those structures by challenging the status quo

HARD-SKILLS

• Experience in leading omnichannel marketing initiatives as well as loyalty/membership programs
• Data driven and insights focused individual with solid business acumen and in- depth knowledge of KPI management
• Comfortable working with enterprise-level platforms and technologies
• Fluent English both verbally and written
• Project management and project monitoring experience
• Basic knowledge of documentation and ticketing tools (e.g. Confluence, Jira etc.)