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 role requires close collaboration with eCommerce Marketing, Brandsite, App, Platform, Retail, Digital Marketing, CRM system partners, and regional and global stakeholders.
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 the CRM communication calendar and campaign priorities across App, LINE OA, SMS and eDM.
- Define audience segmentation and targeting logic to improve communication effectiveness, reduce overlap and enhance cost efficiency.
- 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 acquisition, onboarding, first purchase, repeat purchase, reactivation and retention.
- Partner with Brandsite, App, Platform, eCommerce Marketing and Retail teams to support eCommerce sales targets and consumer engagement objectives.
- Manage and leverage CRM tools for campaign setup, segmentation, tracking and system enhancement.
- Work with 91APP and other CRM system partners to provide feedback, business requirements and improvement recommendations.
- Prepare post-campaign reports and monthly CRM and membership performance reviews.
- Identify opportunities for CRM automation, personalization and process optimization.
- Ensure CRM activities follow compliance requirements, data privacy standards and adidas brand communication guidelines.
Knowledge, Skills and Abilities
- Understanding of CRM, membership management, consumer lifecycle and eCommerce business models.
- Strong analytical skills and ability to translate CRM data into business insights and action plans.
- Hands-on experience with App push, LINE OA, SMS and eDM communication channels.
- 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, communication and coordination skills.
- Proficiency in Microsoft Excel and performance reporting tools.
- Knowledge of CRM, CDP or marketing automation tools is a plus.
- Passion for sports, sports fashion and consumer experience.
Minimum Qualifications
- Bachelor’s degree or above in Business, Marketing, Communications, Data Analytics or a 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 with CRM platforms, marketing automation tools, LINE OA, App push, SMS or eDM systems is preferred.
- Experience working with cross-functional teams and external agencies or 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.
Culture
adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity and respect. The company is committed to diversity, equity and inclusion.