Manager Channel Content Production

Purpose & overall relevance for the organisation

Channel Content Manager who drives impactful content creator collaborations and connects seeding efforts directly to e-commerce conversion. The role owns the full funnel, from platform-native content seeding to traffic diversion into Taobao, Tmall, JD, and Douyin, and from real-time optimization to long-term cohort analysis.

Key responsibilities

• Design and execute integrated KOL seeding projects across RED, Douyin, and Taobao in-app, using platform-specific content and user behavior to drive qualified traffic to e-commerce stores.
• Develop platform-specific diversion tactics and map the consumer journey from KOL content exposure through add-to-cart and purchase.
• Manage content media tools including Red Cat, RED FS/UD, and Taobao Super Short Video, including bidding, audience targeting, promotion, and performance optimization.
• Set investment allocation by campaign objective and conduct A/B tests on creative formats, targeting, and bidding models.
• Define full-funnel KPIs covering views, engagement, traffic, add-to-cart rate, GMV, ROI, and customer acquisition cost.
• Build cohort analyses measuring returning audience performance, repurchase rate, average order value, and lifetime value uplift.
• Create automated dashboards consolidating platform and e-commerce data for weekly reporting and strategic pivots.
• Select and brief KOLs based on creativity, engagement, and historical e-commerce performance.
• Build an integrated tool playbook and manage monthly KOL seeding and content media budgets.
• Partner with planning, commercial, performance media, data analytics, and brand communications teams.

Knowledge, skills, and abilities

• Background in sports, beauty, FMCG, or lifestyle categories with high repeat purchase cycles.
• Experience across the RED, Douyin, and Taobao ecosystems and a proven record of seeding projects that drive product awareness and store traffic.
• Hands-on experience with Red Cat, RED FS, and Taobao Super Short Video.
• Strong traffic diversion, cohort analysis, retention tracking, and post-project evaluation skills.
• Fluent in Chinese and English.
• Proficient in Microsoft 365.

Culture and inclusion

adidas promotes an athlete’s mindset through courage, ownership, innovation, teamplay, integrity, and respect. The company is committed to diversity, equity, and inclusion and to building a culture of belonging.