Purpose & Overall Relevance for the Organization:

The OS ecosystem plays a key strategic role in accelerating our digital brand eCommerce strategy in China. As the most important store in this ecosystem, the flagship app needs to provide more professional products, more premium shopping experience, and more comprehensive brand information to consumers. Building flagship app into an online Brand Centre will be the key success for this role.  

Key Responsibilities:

• Define the long-term vision for the apps and setting measurable goals aligned with overall business objectives.
• Accountable for all commercial and operational KPIs for flagship app and work externally with partners and internal stakeholders to deliver the result.
• Engage with stakeholders across departments, including CDH, E-marketing, user experience design, and CRM, to gather input and ensure alignment on goals and priorities.
• Collaborate with cross-functional teams to oversee daily operations, including spot planning, store activation calendars, sales mechanisms, business planning, traffic management, store site design, features, and innovation management.
• Lead, drive & own the communication with all key stakeholders including BU and Brand marketing teams in adidas to drive and deliver premium shopping experience.
• Enhance Sports credibility in the FSAPP, work with relevant functions to better promote key sports categories and products, ensuring high-quality offerings that resonate with target audiences.
• Monitor app performance metrics (downloads, engagement, conversion rates) and analyse user behaviour to support decision-making and optimize strategies.
• Gather user feedback and collaborating with the CDH team to address issues and implement updates or new features.
• Work together with CRM to optimize user engagement, retention and satisfaction, aiming to implement personalized user experiences and communications.
• Engage with various departments to facilitate comprehensive app lifecycle management.
• Quick learn and deep dive on mechanism to run the store well

Key Relationships:

• OS store management teams
• Digital marketing teams
• eCommerce Operations teams (site ops, content, post order, CS)
• eCommerce Business Planning & Analytics team
• China Digital Hub
• eCommerce Buying & Trading
• adidas Brand & Brand Activation teams
• CRM team
• External agencies and technology partners

Knowledge, Skills and Abilities:

• Bachelor or Master’s degree required, with solid years in consumer industry with at least 5-8 years in eCom business
• Strong experience in working with .com/platforms
• Deep thinking and daily running business skillset to achieve outstanding performance.
• Strong analytical skills with a data-driven approach to decision-making.
• Ambitious and results & profit oriented.
• Excellent communication and leadership skills, with the ability to manage cross-functional teams.
• Maintains a positive outlook, fostering resilience and a can-do attitude in the face of challenges.
• Strong (written and verbal) communication and interpersonal skills. Collaborative, able to build strong relationships quickly.
• Excellent English language skills.