Purpose & Overall Relevance for the Organization
TMALL adidas Outdoor store (TMOD) plays a key strategic role in accelerating adidas’ digital brand eCommerce strategy in China. As one of the flagship stores on Tmall, the role will shape the store as the new outdoor concept “山川里,” designed to attract high-value outdoor and casual outdoor Tmall consumers. The objective is to build the store into a definitive lifestyle and outdoor beacon on Tmall through a premium, end-to-end consumer experience.
Key Responsibilities
- Store Strategy & Performance Ownership: Accountable for end-to-end management and all KPIs of the TMOD store. Develop and execute the store business plan, activation calendar, and holistic strategy to achieve commercial targets.
- Daily Operations & Cross-functional Leadership: Drive high-quality day-to-day operations for the TMOD store, including product presentation, site design, and traffic management. Lead collaboration with Digital Buying & Trading, Digital Marketing, Operations, and Analytics teams, as well as external vendors and agencies.
- Data-Driven Insights & Reporting: Analyze store performance, generate product and operational insights, and deliver clear reporting and optimization recommendations to senior management. Translate learnings into actionable plans for future seasons.
- Platform Collaboration & Innovation: Identify and drive co-creation projects with Tmall to enhance store innovation, consumer experience, and platform engagement. Serve as the key liaison with Tmall to align platform resources and initiatives.
- Cross-functional Collaboration & Integration: Act as the primary interface with adidas cross-functional partners, especially Digital Marketing, Brand Marketing, CRM, and the Outdoor BU, to integrate brand concepts and activations and ensure a premium, consistent consumer experience on Tmall.
- Platform Expertise & Adaptation: Continuously deepen understanding of Tmall’s mechanisms, tools, and trends to optimize store operations and adapt swiftly to platform changes.
Key Relationships
Platform store management team; Digital Buying & Trading team; Digital Marketing team; Digital Operations team; Digital Business Planning & Analytics team; Brand Activation team; CRM team; Originals BU; external agencies; Tmall Sports Industry team.
Knowledge, Skills and Abilities
- Bachelor’s or Master’s degree required.
- Solid experience in the sports, fashion, or outdoor industry, with at least 5 years in eCommerce business.
- Strong experience working with Tmall and other platforms.
- Experience planning and managing large budgets across channels while achieving high-volume growth targets.
- Strong strategic thinking and daily business management skills.
- Positive outlook and resilient, can-do attitude.
- Ability to navigate obstacles and find creative solutions with limited resources.
- Strong enthusiasm for e-commerce and genuine interest in enhancing the online shopping experience.
- Multinational-company background and sensitivity in cross-cultural environments.
- Strong written and verbal communication and interpersonal skills.
- Collaborative approach and ability to build strong relationships quickly.
- Excellent English language skills.
Culture and Inclusion
At adidas, employees are encouraged to demonstrate courage, ownership, innovation, teamplay, integrity, and respect. adidas is committed to embedding diversity, equity, and inclusion into its culture and talent processes.