Manager – Media & Consumer Engagement

Purpose of the Role

The Manager – Media & Consumer Engagement is responsible for driving adidas India's consumer engagement strategy across paid media and owned consumer channels. The role leads the planning and optimization of brand media investments while strengthening consumer relationships through CRM, adiClub Membership, and personalized engagement.

Working across Brand Communications, Sports Marketing, Retail, eCommerce, Digital, Analytics and Global teams, this role ensures every consumer touchpoint is connected, measurable and contributes to long-term brand equity and business growth.

Key Responsibilities

Media Strategy & Effectiveness

• Develop integrated media strategies across top and mid-funnel campaigns  aligned with brand and business priorities.
• Partner with media agencies to define audience strategy, channel mix, budget allocation and campaign phasing across the annual marketing calendar.
• Drive media planning excellence by ensuring campaigns are insight-led, audience-first and optimized for effectiveness.
• Monitor campaign performance, evaluate media effectiveness and recommend optimizations to improve future investment decisions.
• Champion a data-led approach to media planning by translating campaign learnings into actionable recommendations.
• Identify new media opportunities, platforms and consumer trends to drive innovation and maximize brand impact.
• Support annual media planning, forecasting and budget management in collaboration with Brand Communications leadership.

CRM & Consumer Lifecycle Management

• Own the CRM strategy and execution across Email, Push Notifications, SMS and other owned communication channels.
• Drive the growth, engagement and retention of the adiClub Membership programme through personalized consumer journeys.
• Develop lifecycle communication strategies that improve consumer acquisition, activation, engagement, loyalty and repeat purchase.
• Integrate CRM initiatives with the annual brand and commercial campaign calendar to deliver a seamless consumer experience.
• Lead membership benefit activation, redemption planning and engagement initiatives to enhance member value.
• Continuously improve personalization, segmentation and automation strategies to deliver relevant consumer experiences.
• Benchmark industry best practices and identify new technologies, communication channels and engagement approaches.

Consumer Insights & Analytics

• Analyse consumer behaviour, campaign performance and membership health to generate actionable business insights.
• Build audience segmentation frameworks to improve targeting, personalization and campaign effectiveness.
• Develop dashboards and reporting frameworks covering media performance, CRM effectiveness and membership KPIs.
• Partner with Analytics teams to evaluate consumer journeys, identify growth opportunities and improve the overall digital consumer experience.
• Lead a test-and-learn approach across media and CRM initiatives, using data to drive continuous optimization.

Cross-functional Collaboration

• Partner closely with Brand Communications, Sports Marketing, Retail, eCommerce, Digital, Consumer Insights and Technology teams to deliver integrated marketing programmes.
• Collaborate with Global and Emerging Markets Media and Membership teams to localize global strategies for the India market.
• Lead relationships with media, CRM and analytics agency partners across planning, execution, reporting and optimization.
• Ensure governance, operational excellence and alignment across global, regional and local stakeholders.
• Foster a consumer-first and data-driven marketing culture across the organization.

Key Relationships

Internal

• Brand Communications
• Sports Marketing
• eCommerce
• Retail
• Consumer & Digital Analytics
• Technology
• Concept to Consumer (Product)
• Finance
• Omni-channel

External / Regional

• Media Agency
• CRM & Marketing Automation Partners
• Global Membership Team
• Emerging Markets CRM & Membership Team
• Global Media Team
• Social, PR & Newsroom Partners

Knowledge, Skills & Experience

Experience

• 7–10 years of experience in Brand Media, CRM, Consumer Engagement or Digital Marketing.
• Proven experience developing integrated media strategies and consumer engagement programmes for leading consumer brands.
• Experience managing media agencies, CRM platforms and cross-functional marketing initiatives.
• Strong understanding of full-funnel marketing, consumer lifecycle management and media effectiveness.
• Experience working within global and matrix organizations is preferred.

Technical Expertise

Working knowledge of:

• Adobe Analytics
• Google Analytics 360
• CRM & Marketing Automation Platforms
• Tableau, Power BI or MicroStrategy
• SQL (preferred)
• Appsflyer
• Personalization Platforms
• Qualtrics or Voice of Customer tools

Reporting to:

• Director- Brand Activations