Purpose & Overall Relevance for the Organization

The Senior Director, Consumer Engagement will lead the transformation and integration of CRM and Membership into a unified, data-driven function focused on maximizing customer lifetime value across the adidas North America marketplace. This role will champion the consumer, leveraging first-party data, loyalty programs, strategic partnerships, and audience-based planning to drive omnichannel growth and deepen brand relationships.

Key Responsibilities

Strategic Leadership & Vision

• Define and execute the future-state roadmap for Consumer Engagement, integrating CRM and Membership under a single strategic vision.
• Champion the use of first-party data to deliver personalized, high-impact experiences across DTC, retail, and wholesale channels.
• Serve as the strategic connector for Consumer Engagement between global digital capabilities and market-level business needs.
• Forward thinking and growth minded.  Pushing our capabilities and capacity through new approaches, experimentation, and new technology.
• Recruit, mentor, and develop a team of CRM and Membership experts, fostering a culture of innovation, collaboration, and continuous learning to build a best-in-class Consumer Engagement function.

Consumer-Centric Growth

• Drive acquisition, engagement, and retention strategies that increase customer lifetime value (CLTV).
• Innovate and evolve the adidas Membership program, including the development of new activation levers, benefits, and experiential rewards to drive deeper engagement and loyalty.
• Lead omnichannel expansion of CRM and Membership programs, ensuring relevance across digital and physical retail environments.
• Set and manage growth targets aligned with broader business objectives.

Partnership & Collaboration

• Represent adidas Consumer Engagement needs in strategic negotiations with key partners.
• Collaborate cross-functionally with Brand, Retail, eCommerce, Media, and Global teams to ensure alignment and shared impact.
• Partner with Finance and Global Membership to evolve performance modeling and long-range planning metrics (e.g., CPA, CLTV).
• Partner with key stakeholders to explore, develop, and execute opportunities to grow and leverage our 1st party and partner data.

Operational Excellence

• Guide the development and execution of scalable, cost-effective, and locally resonant engagement programs.
• Ensure governance and prioritization of global Consumer Engagement initiatives based on market needs and impact.
• Own and manage the Consumer Engagement budget, including forecasting, and demonstrate a strong understanding of the financial drivers of the business to ensure a positive return on investment for all initiatives.

Key Relationships

• Local Brand Marketing - Digital Activation, DTC Retail Marketing, Brand Studio NAM, Brand Communications, Media
• Commercial Channel Teams
• Global Digital – Membership, Consumer Engagement, Product Owners

Knowledge, Skills and Abilities

• Proven leadership in CRM, loyalty, or consumer engagement roles, ideally in a retail or DTC environment.
• Deep understanding of data-driven marketing, customer segmentation, and lifecycle management.
• Experience with enterprise level CRM systems, Customer Data Platforms, Data Clean Rooms, and analytics tools.
• Strong strategic thinking, with the ability to translate insights into actionable plans.
• Excellent communication, negotiation, and stakeholder management skills.
• Experience with omnichannel marketing and integrating digital and physical consumer journeys.
• High comfort with analytics, performance modeling, and financial planning.

Requisite Education and Experience  

• Bachelor’s or Master’s degree in Marketing, Business, or related field.
• 10+ years of experience in CRM, Membership, or Consumer Engagement.
• 5+ years of experience leading cross-functional teams and managing senior stakeholders.
• Experience working with complex data ecosystems and strategic partnerships.

• 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.
• adidas offers robust and progressive medical, including HSA (Health Savings Account) with employer funding or FSA (Flexible Spending Account) options, dental, vision, prescription drug coverage, adoption, with surrogate and fertility support, short and long-term disability, and basic life and AD&D insurance, which can be supplemented with employee-paid coverage. Employees are able to enroll in adidas’ 401k plan and Stock Purchase Plan with employer match. Full-time employees are eligible for education assistance and generous Leave policies including 12 weeks of paid parental leave.
• Employees are eligible to earn an annual bonus based on both company and personal performance. Employees accrue prorated flexible time off in the amount .4388 hours per day that increases with years of service, twelve paid holidays throughout the calendar year and Service Time Off during milestone years.
• At adidas we offer a Hybrid work policy which requires attendance in the office Monday through Thursday, with the flexibility to work remotely on Friday each week. For work requiring a high degree of collaboration or an in-person presentation, in-office attendance is required even on Friday. The working location of this position is Portland, Oregon.
• Though our teammates hail from all corners of the world, our working language is English.