Director Membership

Area:                                                                                                          adidas GCA

Department:                                                                                            Membership

Director Reporting Line:                                                                        Head of Membership & Brand Planning

Indirect/Secondary Reporting Line:                                                     -

Location:                                                                                                   Shanghai

GSMS Grade:                                                                                            M2

Number of Personnel Managed:                                                          -

Cost Center/Budget and/or Revenue Responsibility:                        -

Purpose & Overall Relevance for the Organization:

• Develop and execute comprehensive Membership strategies to acquire, retain, engage and recall members to drive sustainable omni-channel member sales growth.
• Lead and manage the day-to-day omni-channel CRM operations
• Manage budget for CRM online & offline channels with a clear rationale of allocation
• Track and evaluate the effectiveness of omni-channel CRM activities, provide feedback and recommendations, and optimize for future strategies

Strategic Membership Management

• Utilize member data and analytics to segment audiences and execute tailored by channel strategies to drive member sales growth and retention across both online and offline channels.
• Align membership operations with key stakeholders from both online and offline channels to follow the overall business objectives and goals.
• Drive initiatives to improve member sales, engagement, retention, and lifetime value through effective membership strategies. Lead the membership operation team to ensure the execution of membership campaigns and initiatives.

Online Membership Operations

• Oversee membership operations of both EC platform (TM, JD, Douyin, PDD) and adidas own ecosystems (WeChat Mini Store, adidas App, CONFIRMED, .COM)
• Lead online membership operation team to achieve sales target and utilize data analytics to monitor member behavior, identity trends and adjust strategies to improve online membership experience.
• Collaborate with ECOM business team to align membership initiatives in mega moments including 618 & D11 and other commercial moments to deliver unique member experiences and achieve sales target.

Offline Membership Operations

• Coordinate with retail and sales teams to ensure consistent member experiences across all offline channels including adidas own stores and dual membership stores in franchises.
• Develop and execute in-store membership activations to drive offline business and members loyalty.
• Monitor and measure the effectiveness of offline membership activations, lead initiatives as needed to improve member performance.

Membership Insights & Analytics

• Drive business impact through advanced analytics, consumer insights, AI-driven modeling.
• Enable data-informed decision making by providing actionable consumer insights to senior leadership and cross-functional stakeholders.
• Lead and develop a high-performing CRM insights & analytics team while collaborating closely with Marketing, Retail, Digital, BU, and Technology teams.

Team Leadership and Collaboration

• Lead and mentor a team of CRM professionals, fostering a collaborative and high-performing work environment.
• Work closely with cross-functional teams, including retail, sales, IT, legal, and customer service, to ensure a cohesive membership strategy.
• Partner with external vendors and agencies to enhance CRM capabilities and tools.

Financial Management

• Track and adhere to budget for CRM projects
• Monitor and analyze CRM performance metrics to identify areas for improvement and drive data-driven decision making.
• Support business cases with clear rationale

KPI’s:

• Member Net Sales
• Member SOB
• Member Buyer
• Member Engagement

Key Relationships:

• eCom
• Offline Channels
• Brand Marketing Team
• Global Membership
• External Agency partners

Knowledge, Skills and Abilities:

• Proven track record of successfully managing membership operations across both online and offline channels.
• Strong understanding of CRM tools and technologies, such as lifecycle, segmentation, consumer lifetime value etc.
• Good communication and stakeholder management skills
• Ability to work in a fast-paced environment and manage multiple priorities.
• Analytical mindset with the ability to translate data into actionable strategies.

Requisite Education and Experience / Minimum Qualifications:

• Bachelor’s degree in marketing, business administration, or a related field. Master Degree/MBA preferred.
• 10+ years of experience in Membership Operations, with at least 3 years in a leadership role.
• Fluent in English