Purpose & Overall Relevance for the Organization:

This position supports the Senior Manager, Consumer Engagement App & Personalization by utilizing the app to drive brand loyalty, membership growth, and revenue performance. By designing effective campaigns, optimizing user flows, and collaborating with cross-functional teams (especially Personalization & CRM), the manager ensures the app fuels sales growth and consumer advocacy.

Key Responsibilities:

1. Consumer Engagement with tailored Campaigns for App acceleration

• Develop and execute comprehensive app growth strategies to increase downloads, engagement, and retention.
• Support to position the app as the primary hub of the consumer journey by seamlessly integrating membership programs, push notifications, and loyalty mechanisms.
• Integrate brand storytelling and loyalty messaging with compelling call-to-actions that encourage purchase frequency and upselling opportunities.
• Coordinate with Brand Comms, Bus, Digital activation and all membership functions to design and promote app-exclusive deals, limited-time offers, and VIP experiences that elevate both loyalty and sales.

2. Strategic Campaign Management & Execution

• Plan and launch app-tailored campaigns and mechanics (push notifications, banners, pop-ups) that stimulate revenue growth with curated brand stories and premium product experiences.
• Maintain brand integrity across all in-app assets while clearly highlighting the sales value proposition (e.g., App-only launch mechanics – Draw, FCFS, exclusive product drops)
• Collaborate with eCommerce teams to track the sales funnel from app browsing to checkout, identifying friction points that hamper conversions.
• Support the personalization roadmap, delivering tailored app experiences based on consumer behaviour, preferences, and engagement history.
• Execute advanced targeting and segmentation strategies for app users, leveraging analytics to enhance conversion and retention.
• Integrate personalized content delivery across app-based touchpoints, including dynamic recommendations, lifecycle communications, and interactive features.

3. Membership Engagement & GTM Integration

• Enhance membership value propositions by offering app-first exclusive experiences such as rewards, early access, VIP access to money-can’t buy rewards, and gamified engagement features.
• Lead cross-functional initiatives to develop integrated GTM activations that enhance consumer loyalty and drive CLTV through the app.
• Utilize app data to identify high-value member segments and craft tailored strategies to maximize engagement and repeat purchases.
• Evaluate and refine membership engagement strategies to optimize KPI performance, including acquisition, retention, and renewal rates.

4. Membership Integration & Retention for Revenue Impact, SOB growth

• Aligned planning and execution with CRM and Personalization, Brand media and Traffic teams to embed revenue-generating loyalty features (e.g., spend-based rewards, targeted cross-sell offers) into app experiences.
• Launch app-first membership perks—such as early access to high-demand products—that boost repeat purchases and AOV
• Monitor membership funnel metrics (enrolment, activity, retention) and link these insights to revenue outcomes, recommending app updates that further drive sales.

5. Testing & Continuous Improvement based on Analysis & Insights

• Use Analytics tools (eg.- Appsflyer, and Google Analytics) and 3rd parties insights to assess revenue impact of each campaign, tracking KPIs like conversion rate, average basket size, and DAU/MAU.
• Conduct A/B or multivariate testing on elements such as in-app merchandising, push timing, and loyalty messaging to pinpoint which strategies lift sales most effectively.
• Deliver routine performance updates to senior leadership, showcasing revenue benchmarks met or exceeded and forming data-driven action plans.

6. Innovation and Cross-functional collaboration

• Propose and pilot new engagement / experience features that inherently tie back to brand & product loyalty, sales incentives, like point multipliers or surprise flash sales.
• Maintain open communication with BUs and Brand comms, Digital Activation to ensure user data, segmentation, and loyalty triggers are harnessed to maximize commercial outcomes.
• Remain informed on latest innovations and upcoming features and program delivery that can accelerate sales and reinforce brand loyalty.
• Support macro-level innovation initiatives that strengthen the app’s role as a future-ready consumer platform, focusing on scalability, automation, and seamless consumer experiences.
• Ensure continuous iteration and experimentation in campaign wireframe design, content creation, and traffic-driving activities, staying ahead of industry benchmarks.

6. App UI/UX Optimization and management

• Drive UI/UX improvements that streamline the app’s consumer journey and optimize the path to purchase.

• Leverage user feedback and analytics to enhance the app’s design, ensuring functionality and accessibility.
• Work closely with cross-functional teams to ensure the app provides a frictionless experience that aligns with the brand’s premium positioning.

Key Relationships:

Internal:

• adidas Global & Korea app program delivery & Ops
• adidas Global & Korea Membership growth, program, Ops, acquisition
• adidas Global & Korea Brand Marketing and media, digital activation
• adidas Global & Korea Confirmed app stakeholders
• adidas Korea eCom Merchandising, Ops, Digital Analytics and Insights
• adidas Korea Finance

External:

• App Development and Optimization Agencies
• Digital media, Design, Content agencies
• Membership Ops agencies
• Analytics and Data Science Providers

Knowledge Skills and Abilities:

• Strategic mindset with the ability to scale innovation and drive consumer engagement.
• Strong analytical and problem-solving skills to translate insights into impactful strategies.
• Expertise in app marketing, revenue-driving promotions, and loyalty-building mechanisms.
• Proven expertise in app growth, digital personalization, and campaign management.
• In-depth understanding of consumer behavior trends and the ability to anticipate future needs.
• Proficiency in analytics platforms (Kibana, Appsflyer) to correlate user engagement metrics with sales performance.
• Strong collaboration skills to align with Brand GTM milestone, CRM/Personalization strategies and eCommerce goals.
• Ability to interpret data insights and quickly adapt tactics for optimal commercial impact.
• Relationship management  specially for agency and partners

Requisite Education and Experience / Minimum Qualifications:

• Bachelor’s degree in Marketing, Digital Media, Business, or related fields (Master’s preferred).
• Excellent Excel, Powerpoint, MS word skill
• Excellent Written and spoken English
• 3-5 years of experience in app marketing or digital engagement roles, ideally with a focus on loyalty or membership and driving revenue.
• Proven track record in boosting sales conversion and improving user engagement.
• Familiarity with CRM systems and personalization best practices beneficial.
• Proven experience in management: agency management, planning, briefing, buying, delivery and analysis