Director, Retail and Franchise

Purpose & Overall Relevance for the Organization:

  • Responsible for developing and leading the SEA DTC + franchisee strategy within designated market (including omni-channel roadmap).
  • Achieve profitable and sustainable market share growth and drive strategies through all channels of the DTC + franchisee business.
  • Ensures division sales, profitability, margin, and operational objectives are met through an executed strategic business plan.
  • Leads a service culture and develops people within the channel to drive employee engagement, retain talents and develop capabilities across the business in order to achieve Global and Market strategic goals.


Key Responsibilities

  • Design and implement the strategy for the DTC , franchisee  business throughout Market to grow the business and achieve a competitive advantage in the market
  • Overall fiscal responsibility for achieving the Market DTC + franchisee  business plan goals and budgeted objectives through sales, margins, profitability and other financial measurements for the adidas Group Brands. (Includes - Lead and manage the full P&L for DTC + franchisee business)
  • Manages the implementation of SEA Brand and Sales initiatives, programs, and procedures across the DTC +franchisee Channel to promote key messages and achieve a competitive advantage in the omni-channel marketplace.
  • Maintain a collaborative approach and consistently communicate vertically and cross-functionally to ensure alignment of internal priorities and resources are allocated appropriately to achieve desired results.
  • Directs and continuously improves channel store operations to meet market and global objectives for operational excellence. 
  • Develops and implements in-store programs designed around industry best practices to increase efficiency in operational and Brand excellence.
  • Drive market strategy for retail expansion to fulfill brand and commercial objectives, partner closely with SEA DTC Hub team to finalize investment decisions.
  • Own internal procedures for the adidas Group brands to ensure full compliance with internal audit and published guidelines/procedures.
  • Lead and advocate the service model and methodology – be an active ambassador for the Connect Engage and inspire methodology and live this in your day to day leadership practices


  • Create and drive a high performance service culture by setting clear expectations, targets, analyzing stores performance, holding leadership teams accountable and giving appropriate and prompt feedback.
  • Lead by example staff progression and development using Global tools and programs; Performance management, coaching, career planning, career experiences and placements plus participation in relevant development programs.
  • Overall fiscal responsibility for achieving the Market DTC + franchisee business plan goals and budgeted objectives through sales, margins, profitability and other financial measurements for the adidas Group Brands. (Includes - Lead and manage the full P&L for DTC + franchisee business)
  • Ensure the Global Retail HR in-store SHINE training and development program is executed to strive for constant improvement in store personal capability
  • Lead and drive people initiatives bring the people strategy to life in the context of the local function and Market, leverage global tools and programs to enable this and identify local needs in partnership with HR Business Partner.


Knowledge, Skills and Experience

  • Ability to think strategically, define business opportunities and problems, understand complex business challenges and formulate effective solutions designed to improve results.
  • Demonstrated experience in developing and completing successful financial and business plans for achieving sales, service, and contribution goals in large Retail organizations.
  • Strong leadership and coaching skills, and the ability to capitalize on and apply these skills, resulting in the growth and development of managers and employees in the organization.
  • Possesses strong interpersonal skills and is able to achieve desired results in a fast-paced, highly competitive, multi-tasking environment.
  • Extremely strong in the areas of merchandising and store operations, preferably industry knowledge within footwear & apparel.
  • Ability to conduct and analyze research related to consumers, industries, markets, customers and competitors.
  • Possess strong organizational, problem solving, negotiation and resolution skills.
  • Experience setting a shared vision and direction and building the excitement and enthusiasm needed to engage a wide variety of stakeholders;
  • Experience building organizations with strong teams and truly committed staff – evidenced by employee retention and engagement;


Requisite Education and Minimum Qualifications

  • Bachelor's degree from four-year college or university
  • Ten or more years retail & FRS management experience with progressively increasing scope and responsibility (a combination of education and experience may be substituted in lieu of a degree)
  • 10+ years managing and leading teams
  • Minimum 7 years’ experience successfully leading, managing and developing multi store, multi-channel retail teams.







Location:  Ho Chi Minh City
Country:  Vietnam
Team:  Sales
Brand:  adidas
Position Type:  Full time
Number:  194864