Purpose & Overall Relevance for the Organization:

Accelerating eCommerce and strengthening direct consumer relationships are key pillars of adidas Taiwan’s long-term DTC strategy. CRM and Membership play a critical role in connecting consumers with the brand through more relevant communication, personalized engagement, and lifecycle management across digital touchpoints.

The Assistant Manager, CRM & Membership will be responsible for driving member engagement, CRM KPI optimization, communication planning, lifecycle journey improvement, and CRM system utilization. This role will support adidas Taiwan in improving member acquisition, activation, conversion, retention, and customer lifetime value through data-driven CRM strategies and effective execution.

The ideal candidate should have a strong understanding of CRM, membership operation, digital consumer behavior, and eCommerce business priorities. This role requires close collaboration with eCommerce Marketing, Brandsite, App, Platform, Retail, Digital Marketing, CRM system partners, and regional / global stakeholders to ensure CRM initiatives are aligned with business objectives and consumer experience standards.

This position will work closely with internal and external partners:

• to develop and execute CRM communication plans across App, LINE OA, SMS and eDM.
• to optimize member lifecycle journeys and improve engagement, conversion and retention.
• to leverage CRM data and tools to generate actionable business insights.
• to support eCommerce sales growth through member-led activation and personalized communication.

Key Responsibilities:

• Monitor and analyze core CRM and membership KPIs, including member acquisition, activation, engagement, conversion, retention and customer lifetime value.
• Develop and implement data-driven CRM strategies to improve member engagement, conversion efficiency and long-term consumer value.
• Own CRM communication calendar and campaign priorities across App, LINE OA, SMS and eDM, ensuring clear planning, audience relevance and business alignment.
• Define audience segmentation and targeting logic to improve communication effectiveness, reduce overlap, and enhance cost efficiency under a MECE approach.
• Manage end-to-end CRM campaign execution, including campaign briefing, audience setup, message coordination, system configuration, performance tracking and post-campaign review.
• Design, optimize and maintain automated lifecycle journeys across key member stages, including acquisition, onboarding, first purchase, repeat purchase, reactivation and retention.
• Partner with Brandsite, App, Platform, eCommerce Marketing and Retail teams to ensure CRM initiatives support overall eCommerce sales targets and consumer engagement objectives.
• Manage and leverage CRM tools to support both strategic and operational business needs, including campaign setup, segmentation, tracking and system enhancement.
• Work closely with 91APP and other CRM system partners to provide user-end feedback, business requirements and improvement recommendations.
• Prepare post-campaign reports and monthly CRM / membership performance reviews, translating data into actionable business insights and next-step recommendations.
• Identify opportunities for CRM automation, personalization and process optimization to improve operational efficiency and consumer experience.
• Ensure CRM activities follow internal compliance requirements, data privacy standards and adidas brand communication guidelines.

Key Relationships:

• Own Retail
• Brand Marketing
• Tech
• Finance
• Legal / Compliance
• Regional / Global CRM and Membership teams

Knowledge, Skills and Abilities:

• Good understanding of CRM, membership management, consumer lifecycle and eCommerce business model.
• Strong analytical skills with the ability to translate CRM data into business insights and action plans.
• Hands-on experience in CRM communication channels such as App push, LINE OA, SMS and eDM.
• Good knowledge of audience segmentation, targeting logic, campaign performance tracking and lifecycle journey optimization.
• Ability to manage multiple campaigns and stakeholders in a fast-paced digital business environment.
• Strong project management skills with attention to detail and execution accuracy.
• Good communication and coordination skills to work effectively with internal teams and external partners.
• Data-driven mindset with curiosity toward consumer behavior, personalization and automation.
• Proficient in Microsoft Excel and performance reporting tools. Knowledge of CRM / CDP / marketing automation tools is a plus.
• Passion for sports, sports fashion and consumer experience.skills

Requisite Education and Experience / Minimum Qualifications:

• Bachelor’s degree or above in Business, Marketing, Communications, Data Analytics or related field.
• Minimum 5+ years of experience in CRM, membership, digital marketing, eCommerce marketing or customer lifecycle management.
• Hands-on experience in CRM campaign planning, audience segmentation, communication calendar management and performance review.
• Experience in working with CRM platforms, marketing automation tools, LINE OA, App push, SMS or eDM systems is preferred.
• Experience in working with cross-functional teams and external agencies / system partners.
• Experience in retail, sports, fashion, FMCG, eCommerce or consumer-facing industries is a plus.
• Fluent in Mandarin and good command of business English.