Department:                                                                           eCommerce

Direct Reporting Line:                                                           VP Digital Commercial

Indirect/Second Reporting Line:                                          

Subsidiary/Country:                                                               adidas China

Location:                                                                                Shanghai

GSMS Grade:                                                                                         M2

Number of Personnel Managed:                                           2

Purpose & Overall Relevance for the Organization:

As Director Performance Marketing, you will be the strategic leader responsible for driving profitable growth across our key e-commerce platforms in China such as Tmall, JD, and WeChat. You will develop and execute the overarching performance marketing strategy, managing all paid media efforts to maximize ROI and achieve customer acquisition, engagement, and revenue targets. Leading a team of specialists and collaborating closely with other digital commercial leaders, you will harness data and insights to optimize performance media effectiveness, manage significant budgets, and collaborate with broader cross-functional teams to solidify our competitiveness in the digital space.

Key Responsibilities:

Strategic Leadership & Planning

• Develop and own the integrated performance marketing strategy for Tmall, JD.com, and WeChat E-commerce, setting clear goals for consumer acquisition, market share growth, and revenue targets.
• Provide traffic forecast and planning across paid and organic sources, and plan for detailed traffic plan for each paid traffic source. Most importantly, apply a strategic approach in determining the mix between new and repeated traffic, leveraging platform’s capabilities.
• Stay at the forefront of industry trends, platform algorithm updates, and emerging technologies in the Chinese digital landscape to maintain a competitive edge and identify new growth opportunities .

Paid Media Excellence & Data Analysis

• Drive the optimization of e-commerce conversion rates by collaborating with the web experience and product teams on A/B testing, landing page optimization, and user journey enhancements .
• Implement robust test-and-learn frameworks for creative assets, audience segmentation, and bidding strategies to continuously improve campaign performance and cost-efficiency .
• Utilize analytics tools to track, measure, and analyze performance against KPIs beyond ROI.
• Provide regular performance reports to senior leadership with actionable insights and strategic recommendations for optimization.

Team Leadership & Cross-Functional Collaboration

• Lead, mentor, and develop a high-performing team of performance marketing professionals, fostering a culture of data-driven decision-making, creativity, and excellence.
• Collaborate closely with cross-functional teams including platform commercial leaders and broader digital related functions.
• Manage relationships with external partners such as performance media agency and TP, ensuring they are aligned with commercial objectives, delivering against KPIs, and providing high-quality services.

Knowledge, Skills and Abilities:

Core Skills

• Exceptional analytical skills with the ability to interpret complex data, analyze trends, and derive actionable insights to optimize marketing performance and budget allocation.
• High proficiency with data analysis and marketing tools such as DMP and data bank, as well as a solid understanding of the integration between marketing automation platforms and CRM systems.
• Excellent leadership and communication skills, with the ability to inspire a team, manage stakeholders, and articulate strategies and results to senior management .
• A strategic thinker with a customer-centric approach, capable of translating business objectives into effective, data-driven marketing plans. Proven ability to manage and optimize partnerships with external advertising agencies, ensuring strategic alignment and maximum value delivery​.

Personal Attributes

• Results-oriented with a strong passion for innovation and continuous improvement in a fast-paced, dynamic environment .
• A collaborative team player with strong interpersonal skills and the ability to lead cross-functional initiatives .
• Agile learner who can quickly adapt to new technologies, platform changes, and evolving consumer behaviors

Qualifications & Experience

• A demonstrated track record of developing and executing successful performance marketing strategies that drive measurable revenue growth and ROI on major Chinese e-commerce platforms (Tmall, JD.com, WeChat) is essential .
• In-depth, hands-on knowledge of advertising platforms and tools relevant to the Chinese market (e.g., Tmall Jingzhun Tong, JD Precision Marketing, Tencent Ads, Douyin/巨量千川) is required .
• 8+ years of proven experience in performance marketing or digital marketing, with a specific focus on e-commerce in the retail or consumer goods sector.
• Bachelor's degree in Marketing, Business, Data Analytics, or a related field; Master’s degree is preferred.

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Received by (Name):                ____________________________________

Effective (date):                                                       __________________