Purpose & Overall Relevance for the Organization
This role is responsible for translating Retail’s omni-channel priorities into scalable operating models and execution mechanisms and enabling Own Retail stores to win across key online consumer touchpoints. With RED as a key discovery and traffic source, and Enterprise WeChat (EW) as the core owned engagement platform, the role will support the execution of how stores attract consumers, convert interest into owned relationships, and turn those relationships into repeat engagement, store conversion and long-term business value.
The role combines strategic understanding with hands-on operating model design and execution governance, including growth targets, account and content planning, campaign-led operating mechanisms, user life-cycle management, performance governance, digital tool enablement, and related activities.
Key Responsibilities
- Support Retail omni-channel strategy and operating model development across RED, Enterprise WeChat, mini program stores and other retail digital touchpoints.
- Translate strategic priorities into store operating models, execution playbooks, training materials, toolkits, best practices, governance mechanisms and performance review routines.
- Identify growth opportunities from consumer behavior, platform dynamics, store feedback and business performance, and convert them into scalable initiatives.
- Integrate Enterprise WeChat and CRM lifecycle operations, coupons, member recruitment, shopping behavior and member linkage.
- Develop Enterprise WeChat private-domain operating models, communication tactics, content libraries, service standards and community guidelines.
- Identify AI use cases and coordinate implementation to improve store productivity, consumer understanding and personalized engagement.
- Manage Enterprise WeChat tools and mini program store operations, including maintenance, issue management and functional evolution.
- Establish performance management, monitor operating data, identify execution gaps and develop optimization actions.
- Provide training and guidance to stores to improve private-domain operation capability, service quality and conversion effectiveness.
- Support RED KOS growth targets, account development strategies, content planning, performance management, investment planning and day-to-day account operations.
- Monitor platform policy updates and trends and translate their implications into store guidance.
- Partner with Retail Operations, Brand Marketing, Buying, CRM, Tech, Legal, Finance, regional teams and vendors.
- Prepare business updates, performance reviews, project recaps and action recommendations.
Key Relationships
Retail Operations, Brand Marketing, Retail Buying, CRM, Tech, Legal, Finance, external vendors and platform partners.
KPIs
- Omni-channel business impact, including sales generated from Enterprise WeChat.
- Private-domain performance, including user asset growth and quality, service quality, conversion quality and efficiency.
- KOS growth performance, including follower growth, views, engagement quality, traffic investment efficiency and lead generation potential.
- Store capability and execution quality, including SOP adoption, account operation discipline, tool usage, campaign execution and issue closure.
Knowledge, Skills and Abilities
- Strong understanding of China’s consumer digital ecosystem, especially RED and WeChat.
- Experience in omni-channel retail, social commerce, private-domain operation, CRM, membership operation and consumer lifecycle management.
- Ability to translate business priorities into operating models, SOPs, training materials and performance governance.
- Strong data analysis, business analysis, logical thinking, project management and stakeholder management skills.
- Understanding of digital tools, AI-enabled operation use cases and platform operations.
- Strong communication and storytelling skills.
- Humble, curious and eager to learn, with a passion for creating impact for consumers, stores and the brand.
Requisite Education and Experience / Minimum Qualifications
- Bachelor’s degree or above in business, marketing or a related field.
- 3–5 years of retail industry experience, including at least 3 years in CRM, private-domain operation, digital consumer engagement, social commerce or omni-channel business.
- Experience in Enterprise WeChat or RED is mandatory.
- Experience in retail project management, HQ-to-store rollout, frontline enablement or multi-stakeholder operation projects is preferred.
- Strong written, verbal and interpersonal communication skills.
- Fluent Mandarin and professional English communication skills.
Company Culture
At adidas, employees are encouraged to demonstrate courage, ownership, innovation, teamplay, integrity and respect. The company emphasizes diversity, equity and inclusion as part of its culture and talent processes.