Director eCommerce Douyin

Purpose & Overall Relevance for the Organization

As the business owner of adidas China's largest Douyin business, this role sets the strategic direction and long-term growth agenda for one of the company's most significant digital revenue engines. With accelerated growth of eCommerce and Douyin business, this role leads strategic direction-setting, platform partnership management, cross-functional influence, and external partner governance.

Key Responsibilities

• Business Leadership & P&L Ownership: Own end-to-end business performance and commercial results for adidas' flagship Douyin business, including revenue growth, profitability, consumer acquisition, member development, and operational KPIs. Set platform strategy and annual priorities, and drive growth plans that maximize market share and competitiveness.
• Platform Strategic Partnership: Represent adidas in strategic engagements with Douyin, build executive-level relationships, secure strategic resources and innovation opportunities, shape platform development priorities, and build brand equity and consumer engagement.
• Leadership Team Influence & Cross-Functional Management: Contribute to adidas GCA growth and digital transformation, align senior stakeholders, drive organization-wide decision-making and resource allocation, and establish collaboration models that accelerate execution.
• Product and Merchandising: Apply product and merchandising expertise, implement product strategy, cooperate with the buying team to develop dedicated product assortments, and build brand engagement on Douyin.
• DP Vendor & Operating Model Leadership: Own the operating model and governance structure, lead large-scale DP partnerships and the external vendor ecosystem, define partner expectations and service standards, and drive agency effectiveness and execution quality.
• Organization Development: Strengthen leadership capability through coaching and succession planning, foster accountability and innovation, and develop a future talent pipeline.

Knowledge, Skills and Abilities

• Bachelor’s or master’s degree required.
• 10+ years of consumer goods industry experience, including leadership of large-scale eCommerce businesses with significant revenue responsibility.
• Rich experience working with eCommerce platforms, product and merchandising expertise, and experience building brand heat and integrating brand campaigns.
• Strong strategic thinking and the ability to translate long-term strategy into annual priorities and execution.
• MNC experience, cross-cultural sensitivity, excellent communication and interpersonal skills, and strong English language skills.
• Strong influence across matrix organizations and demonstrated success influencing C-level and senior executive stakeholders.
• Experience managing complex partner ecosystems, including large-scale DP and agency organizations.
• People leadership experience, including team management, coaching, succession planning, and talent development.
• Strong commercial acumen and a record of delivering sustainable growth and profitability.

Culture and Inclusion

adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity, and respect. The company believes that embedding diversity, equity, and inclusion into its culture and talent processes creates belonging and strengthens its competitive advantage.