Director Membership

Purpose & Overall Relevance for the Organization

Develop and execute comprehensive Membership strategies to acquire, retain, engage and recall members to drive sustainable omni-channel member sales growth.

• Lead and manage day-to-day omni-channel CRM operations.
• Manage budget for CRM online and offline channels with a clear rationale for allocation.
• Track and evaluate the effectiveness of omni-channel CRM activities, provide feedback and recommendations, and optimize future strategies.

Strategic Membership Management

• Utilize member data and analytics to segment audiences and execute tailored, by-channel strategies to drive member sales growth and retention across online and offline channels.
• Align membership operations with key stakeholders from online and offline channels to support overall business objectives and goals.
• Drive initiatives to improve member sales, engagement, retention, and lifetime value through effective membership strategies.
• Lead the membership operation team to ensure execution of membership campaigns and initiatives.

Online Membership Operations

• Oversee membership operations across EC platforms, including TM, JD, Douyin, and PDD, as well as adidas ecosystems including WeChat Mini Store, adidas App, CONFIRMED, and .COM.
• Lead the online membership operation team to achieve sales targets and use data analytics to monitor member behavior, identify trends, and improve the online membership experience.
• Collaborate with the ECOM business team on major commercial moments, including 618 and D11, to deliver unique member experiences and achieve sales targets.

Offline Membership Operations

• Coordinate with retail and sales teams to ensure consistent member experiences across adidas own stores and dual membership franchise stores.
• Develop and execute in-store membership activations to drive offline business and member loyalty.
• Monitor and measure the effectiveness of offline membership activations and lead improvement initiatives.

Membership Insights & Analytics

• Drive business impact through advanced analytics, consumer insights, and AI-driven modeling.
• Enable data-informed decision-making by providing actionable consumer insights to senior leadership and cross-functional stakeholders.
• Lead and develop a high-performing CRM insights and analytics team while collaborating with Marketing, Retail, Digital, BU, and Technology teams.

Team Leadership and Collaboration

• Lead and mentor CRM professionals, fostering a collaborative and high-performing work environment.
• Work with retail, sales, IT, legal, and customer service teams to ensure a cohesive membership strategy.
• Partner with external vendors and agencies to enhance CRM capabilities and tools.

Financial Management

• Track and adhere to budgets for CRM projects.
• Monitor and analyze CRM performance metrics to identify improvement areas and support data-driven decisions.
• Support business cases with clear rationale.

Key Performance Indicators

• Member Net Sales
• Member SOB
• Member Buyer
• Member Engagement

Knowledge, Skills and Abilities

• Proven track record managing membership operations across online and offline channels.
• Strong understanding of CRM tools and technologies, including lifecycle, segmentation, and consumer lifetime value.
• Good communication and stakeholder management skills.
• Ability to work in a fast-paced environment and manage multiple priorities.
• Analytical mindset with the ability to translate data into actionable strategies.

Requisite Education and Experience / Minimum Qualifications

• Bachelor’s degree in marketing, business administration, or a related field.
• Master’s degree or MBA preferred.
• 10+ years of experience in Membership Operations, including at least 3 years in a leadership role.
• Fluent in English.

Culture

At adidas, employees are encouraged to demonstrate courage, ownership, innovation, teamplay, integrity, and respect. adidas emphasizes diversity, equity, and inclusion as part of its culture and talent processes.