Purpose & Overall Relevance for the Organization:

This role is a dynamic leadership position designed to accelerate app growth and personalization strategies, driving tailored consumer experiences and boosting loyalty. By leveraging data-driven insights, innovative approaches, and collaboration across teams, this role ensures impactful business outcomes, including enhanced membership value, elevated app performance, and increased CLTV.

The position will focus on building the app ecosystem as a central consumer touchpoint, while driving cross-channel alignment and developing scalable innovation strategies. It aims to future-proof the digital consumer journey, ensuring the organization remains competitive and forward-thinking in personalization, engagement, and customer satisfaction.

Key Responsibilities:

1. Strategic Leadership for App Ecosystem Growth

• Develop and execute comprehensive app growth strategies to increase downloads, engagement, and retention.
• Position the app as the primary hub of the consumer journey by seamlessly integrating membership programs, push notifications, and loyalty mechanisms.
• Collaborate with internal stakeholders to align the app strategy with GTM plans, membership goals, and broader business objectives.
• Monitor key app metrics, ensuring data-driven enhancements to meet user expectations and drive business growth.

2. Driving Personalization at Scale

• Lead the personalization roadmap, delivering tailored app experiences based on consumer behaviour, preferences, and engagement history.
• Develop 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.
• Partner with global and regional teams to implement scalable personalization models and apply learnings to other digital channels.

3. Membership Engagement via personalization & GTM Integration Lead

• 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. Campaign Management and App Traffic Optimization Lead

• Develop and execute traffic-driving strategies to grow app usage, leveraging organic, paid, and social channels.
• Optimize app store performance through SEO/ASO best practices and collaborate with media teams to maximize campaign impact.
• Lead A/B testing initiatives to refine app content, push notifications, and engagement tactics in real time.
• Ensure app campaigns align with campaigns objectives and broader business and financial Kpis, tracking performance and reporting key insights to stakeholders.

5. Innovation and Future-Proofing Leadership

• Lead macro-level innovation initiatives that strengthen the app’s role as a future-ready consumer platform, focusing on scalability, automation, and seamless consumer experiences.
• Identify and implement emerging technologies that optimize app performance and enhance personalization without compromising simplicity.
• Collaborate with cross-functional teams to develop forward-thinking strategies around consumer engagement, anticipating future digital trends.
• 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

• Oversee 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.

7. Leadership and Team Collaboration

• Build and manage a high-performing team focused on app growth, personalization, and digital innovation.
• Foster collaboration across departments, including CRM, Analytics, Membership, and Digital Operations, to deliver seamless execution of strategies.
• Define and track team KPIs, ensuring alignment with strategic goals and driving accountability.

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.
• Proven expertise in app growth, digital personalization, and campaign management.
• Exceptional communication skills to lead cross-functional collaboration and stakeholder engagement.
• In-depth understanding of consumer behavior trends and the ability to anticipate future needs.
• Proven ability to balance short-term wins with long-term vision and sustainability
• Relationship management  specially for agency and partners
• Innovative thinker, challenges the status quo while understanding the value in the fundamentals

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
• 8+ years of experience in digital marketing, with at least 3-5 years in app-focused growth or personalization initiatives.
• Demonstrated success in implementing scalable personalization models and enhancing app ecosystems.
• Proficiency in app analytics platforms, personalization tools, and media management software.
• Proven experience in management: agency management, planning, briefing, buying, delivery and analysis