Director Product Incubation

Purpose & overall relevance for the organisation

This role owns and drives the Digital and DTC Exclusive product agenda end-to-end, from strategy and range direction through establishing a structured Product Incubation Process and leading an in-season read-and-react loop for exclusives. The role serves as the single point of contact for digital product incubation and supports IP-driven product initiatives to strengthen inline and new product presence.

Key responsibilities

• Shape Digital/DTC exclusive strategy and range direction across responsible categories and platforms.
• Build and maintain the digital exclusive brief framework and define the digital exclusive range plan aligned with go-to-market milestones.
• Explore digital new-range opportunities, including KOL co-creation and platform-specific buying opportunities.
• Establish and drive the Product Incubation Process across teams.
• Build incubation plans for SMM and TM and organize monthly T1 product workshops to define USPs and testing approaches.
• Coordinate with Digital Marketing on launch content and samples.
• Lead seasonal kickoffs and product introductions with the Digital cross-team.
• Own the in-season read-and-react loop, establish tracking schemes, drive data-based insights, and coordinate action plans.
• Generate strategic adjustments and product inputs for the next season.
• Lead, develop, and coach team members, set goals and KPIs, strengthen store-level planning and tracking, and build a talent pipeline.

Knowledge, skills and abilities

• Strong commercial and business acumen with product and consumer sense.
• Thorough understanding of online business and product lifecycle management.
• Ability to translate consumer, market, and industry insights into product strategy.
• Ability to establish structured processes and drive them across functions.
• Strong analytical, communication, influencing, and partnering skills.

Education and experience

• Bachelor’s degree required.
• At least 10 years of experience in product, merchandising, buying, or related digital commercial functions.
• At least 5 years in a supervisory role.
• Fluent written and spoken English and Mandarin.

Company culture

adidas promotes an athlete’s mindset through courage, ownership, innovation, teamplay, integrity, and respect, with a strong commitment to diversity, equity, and inclusion.