Purpose & Overall Relevance for the Organization:

As the primary architect of App personalization and CRM ecosystem, the Membership Personalization & CRM Manager lays the groundwork for data-driven strategies that boost sales, loyalty, and overall consumer value. Reporting to the Senior Manager, Consumer Engagement App & Personalization, this role is responsible for implementing advanced personalization efforts, ensuring that every customer touchpoint is optimized to maximize revenue alongside engagement.

Key Responsibilities:

1. Strategic Personalization Ownership for Revenue Growth

• Own and refine personalization frameworks, from defining segmentation logic to orchestrating multi-channel campaigns that uplift sales.
• Evaluate and deploy Automation / AI-driven models (predictive scoring, recommendation engines) that stimulate incremental purchases, upsells, and cross-sells.
• Collaborate with cross-functional teams to synchronize personalization triggers across in-app touchpoints and beyond, ensuring cohesive revenue-driving experiences.
• 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.
• Collaborate with Digital Analytics 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.

2. Integrated CRM Strategy & Execution

• Collaborate with cross-functional teams to synchronize personalization triggers across in-app touchpoints and beyond, ensuring cohesive revenue-driving experiences.
• Manage multi-channel CRM efforts (email, app, SMS, social, Kakao) to execute integrated rollout by each campaign, ensuring data accuracy, granular segmentation, and personalized offers that resonate with customer buying patterns.
• Maintain the CRM database, emphasizing data integrity and high-quality audience segmentation for more effective, profit-oriented outreach.

3. Innovation & Excitement through App features, G.E.T Beyond

• Fully utilize and experiment for all features in Flagship app & Confirmed app including G.E.T
• Develop and support pilot projects or POCs with Global Digital org. that can scale across global markets, ensuring the Global Digital organization stays competitive in acceleration and innovation for Flagship App and Confirmed App with personalization and data-driven commerce.
• Continuously scout new personalization technologies (e.g., real-time content, triggered offers) that boost conversion while maintaining brand integrity.
• Plan and launch app-tailored campaigns and CRM and In-app event mechanics (G.E.T, push notifications, banners, pop-ups) that stimulate revenue growth with curated brand stories and premium product experiences.
• 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.

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:

• Champion personalization and CRM best practices, educating stakeholders on revenue-driving innovations and emerging trends.
• Continuously scout new personalization technologies (e.g., real-time content rollout, triggered offers) that boost conversion while maintaining brand integrity.
• Expertise in CRM platforms and marketing automation solutions, with a focus on driving incremental revenue & membership growth.
• Advanced analytical capabilities to craft strategies that directly correlate consumer behavior with sales outcomes.
• Strong analytical and problem-solving skills to translate insights into impactful strategies.
• Proficiency in analytics platforms (Kibana, Appsflyer) to correlate user engagement metrics with sales performance.
• Ability to interpret data insights and quickly adapt tactics for optimal commercial impact.
• Exceptional communication skills to advocate for personalization and CRM initiatives among diverse stakeholders.
• Relationship management especially 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 Writen and spoken English
• 4-6 years of hands-on experience in personalization or CRM roles with a proven ability to boost sales and improve profitability.
• Familiarity with CRM systems and personalization best practices beneficial.
• Familiarity with AI/ML-based personalization, predictive modeling, and advanced segmentation that resulted in sales uplift.
• Proven experience in management: agency management, planning, briefing, buying, delivery and analysis