PURPOSE AND OVERALL RELEVANCE TO ORGANIZATION

Digital is a key pillar of brand strategy at adidas ensuring the consumer experience is always premium, seamless, locally relevant, and personalized. The successful candidate will be responsible for building an industry-leading loyalty program of premium, personalized experiences both from the brand and the partners and driving members acquisition, engagement & retention, alongside with conversion, repeated purchases and members Net Sales across DTC channels.

KEY RESPONSIBILITIES

• Building of Membership strategy across all EMC countries and promotion of Membership first mentality within EMC organization.
• EMC Membership calendar’s creation including brand, category and commercial activations across both e-com and retail channels. Interaction with all key functions (CRM, Paid Media, Key City, Brand Comms, Retail Marketing, SPOMA, Newsroom, DTC) to ensure successful implementation of the calendar. Maintenance of the calendar.
• Managing end-to-end consumer experience for loyal consumers within key activations and campaign integrations planned in the calendar.
• Oversee operational set up, testing, launch, and monitoring of adiclub activations including acquisition campaigns, redemption offers, member only products, and raffles.
• Constant collaboration with DTC channels to drive consistent growth of Members SOB across the channels.
• Close collaboration with CRM, Paid Media, Newsroom and SPOMA teams to ensure the activations are promoted properly.
• Develop briefs to BUs/agencies, and/or global for adiclub activations integration and execution. Managing external agencies on day-to-day basis and in the development of new initiatives and tools.
• Build partnerships with local brands and introduce new partners’ offers to drive engagement and redemption with healthy ROI.
• Monthly reporting on adiclub loyalty program including KPI’s tracking, analysis of channel’s & particular initiatives’ performance, insights/learnings, and corrective action plan (if necessary).
• Responsible for adiClub program enhancement in collaboration with Global HQ (new capabilities and features roll out, UAT).
• Creating & executing new innovative & localized membership drivers against KPIs, reporting back to the wider business on these initiatives.
• Regularly searching for any best practices, latest innovations & digital concepts, competitor activity to be integrated.
• Managing relationships with necessary global and regional teams, keeping them regularly informed on the projects (as per established process).

KPI’S

• Engagement: Engaged Members
• Redemption: Unique Redeemers, Points Burnt
• Conversion: Members NS, Members SOB, Repeated / New buyers
• New members acquisition
• Open rate, Click rate for Membership related CRM Comms

KEY RELATIONSHIPS

• Global teams: Digital, Digital Activation, Consumer Engagement & CRM, Membership, Hype Operations, Marketing.
• Regional teams: EM HUB (Membership & CRM, Brand comms, Consumer Engagement, Digital Activation), other clusters/markets Membership & CRM leads, E-commerce SP&E, Analytics, Digital Consumer Experience and Campaigns Ops.
• Local teams: Marketing (CRM, Paid Media, Key City, Brand Comms, Retail Marketing, SPOMA, CTC, Newsroom, MOPs), DTC, Supply Chain, local agencies.

KNOWLEDGE, SKILLS, AND ABILITIES

• Cross-functional Marketing knowledge in sport and/or fashion/lifestyle categories.
• Strong project management skills and solid experience in omni/digital consumer journeys and experiences are required.
• Strong analytical skills and critical strategic thinking.
• Creative: ability to shape the implementation of marketing plans.
• Ability to work in ever-changing environment with different international cultures and under pressure, keeping focus on delivering the results.
• Ability to handle ambiguity and untangle complex situations into actionable activities.
• Solutions-oriented approach and entrepreneurial mindset.
• Strong interpersonal skills (communication, influencing, stakeholder management), especially when interacting with different levels of business.
• Good level of commercial awareness – both for e-com and retail channels, business acumen and practical judgement.
• Mental flexibility, initiative, determination and results orientation.
• Demonstrated understanding and experience in delivering solutions or services via new and emerging technologies.

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS

• Industry: sporting goods or comparable industry.
• University degree in Marketing/Digital Marketing and a proven previous experience (minimum 3 years) in with digital apps, membership programs and digital marketing.
• Strong level of Digital projects management expertise with demonstrably successful results in Membership.
• Experience in briefing and working with external agencies.
• Experience in working and negotiating deals with external partners is a plus.
• Fluency in English both spoken and written is mandatory. Arabic is a plus.