Purpose & Overall Relevance for the Organization:

The Director of Livestreaming Management is a key driver of our eCommerce success, responsible for the strategic end-to-end planning and execution of all livestreaming initiatives. This role is critical in maximizing Adidas’ brand investment and optimizing resources within our eCommerce ecosystem to accelerate product incubation and boost sales through both store-based and Key Opinion Leader (KOL) livestreaming channels.

Key Responsibilities:

Strategic Leadership & Business Impact

• Define and own the end-to-end livestreaming strategy, ensuring alignment with Adidas’ eCommerce goals and driving measurable business growth.
• Lead long-term planning, budgeting, and resource allocation for livestreaming initiatives, balancing innovation with operational efficiency and ROI.
• Establish and maintain a governance framework to ensure livestreaming meet brand, compliance, and quality standards, in line with industry best practices.
• Monitor and analyze competitive trends, emerging technologies, and consumer behavior shifts to proactively adapt strategy and maintain market leadership.

Livestreaming Operations & Performance Management

• Oversee the full lifecycle of store and KOL livestreaming programs, from content ideation and talent management to live execution and post-event optimization.
• Implement robust KPIs, dashboards, and analytics tools to track livestream performance, traffic quality, conversion rates, and overall sales impact. Use data insights to continuously refine content strategies and maximize customer engagement.
• Ensure livestreaming integrates seamlessly with broader digital marketing campaigns and omnichannel initiatives, optimizing cross-function synergies.

Partnership & Vendor Ecosystem Management

• Strategically select, negotiate, and manage relationships with multiple external vendors, MCNs, and KOLs, ensuring contracts reflect Adidas’ commercial and brand standards.
• Drive performance management processes for external partners, including regular reviews, feedback loops, and corrective action plans to maintain content excellence and delivery timelines.
• Identify and secure innovative content collaboration opportunities, leveraging industry networks and partnerships to enhance livestreaming capabilities.

Team Leadership & Cross-Functional Collaboration

Lead, mentor, and grow a high-performing team of livestreaming specialists, fostering a culture of accountability, creativity, and continuous improvement.

Collaborate closely with internal stakeholders—brandcomms, BU and other digital functions sales to align livestreaming goals with organizational priorities and compliance requirements.

Act as a senior advisor and influencer within the organization, providing strategic recommendations to executive leadership on livestreaming trends, risks, and opportunities.

KPI:
- Overall commercial targets of eCommerce China
- Business growth and penetration share of livestreaming & ranking on platforms
- Specified execution KPIs on livestreaming with reasonable Yoy growth.

Key Relationships:

• eCommerce buying, trading, Analytics, UX & Site operations
• eCommerce store managers
• Brand activation, BU
• MCN agencies, Tmall, JD, PDD and other EC platforms

Knowledge, Skills and Abilities:

• Strong understanding of ecommerce/digital landscape in China
• Solid digital expertise and Agency management experience
• Ecommerce Platform marketing experience & content management experience, experience in deal with MCN, KOL live stream.
• Creative thinking & solution-focused personality, can multitask and perform under tight deadlines.
• Experience in data-driven role with strong analytical skills and fact-based orientation in decision making
• Ability to influence cross functional teams, cultivate relationships; Build consensus & influence business partners. Both within and outside the organization.
• Excellent verbal and written communication skills, with the ability to communicate effectively across organization functions and levels and to write and prepare executive-level business correspondence.
• A good understanding of the competitive landscape/trends in the sportswear industry

Requisite Education and Experience / Minimum Qualifications:

• Minimum 8+ year experience in digital marketing, eCommerce, or focusing on content marketing deeply; preferably with a background in sporting goods.
• A Bachelor’s or Master’s degree in business, marketing, or related field.