Purpose & Overall Relevance for the Organization
The Sr. Manager, Affiliate is responsible for defining and scaling the Affiliate pillar, establishing the strategy, operating model, and measurement frameworks that connect creator-led storytelling to measurable commercial outcomes across the funnel. This role owns end-to-end strategic development of a growing capability, including creator affiliate, NIL, and partner ecosystem expansion.
The role will drive incremental growth by integrating content-driven affiliate strategies into broader performance marketing objectives. Working cross-functionally across Brand, Media, eCommerce, Analytics, and external partners, the Sr. Manager will act as the subject matter expert for Affiliate Marketing, influencing ways of working and ensuring alignment across teams to unlock scalable, performance-driven growth.
Key Responsibilities
- Own the vision, strategy, and roadmap for the Affiliate pillar, aligned to affiliate and broader performance marketing goals.
- Define and implement operating frameworks connecting creator and partner activity to measurable KPIs, including traffic, conversion, and revenue contribution.
- Lead development of creator affiliate programs, including NIL, subnetworks, and emerging partner ecosystems.
- Identify, evaluate, and onboard new platforms, partners, and capabilities to scale content-driven affiliate growth.
- Establish and evolve measurement frameworks to quantify mid- and upper-funnel affiliate impact.
- Partner with Analytics and Commerce teams on full-funnel attribution, reporting, and optimization.
- Translate performance insights into strategies that improve efficiency, incrementality, and scale.
- Build and refine the Affiliate operating model, including processes, governance, and ways of working.
- Drive innovation in AI-enabled creator discovery, optimization, and performance tracking.
- Identify opportunities to automate and scale workflows.
- Act as the primary Affiliate subject matter expert across Brand, Media, eCommerce, and Global teams.
- Drive alignment on campaign integration, storytelling, and funnel connectivity.
- Clarify and evolve roles across Content and Commerce affiliate pillars.
- Contribute to broader affiliate channel strategy while tailoring global best practices to US business needs.
Knowledge, Skills and Abilities
- Strong strategic thinking and ability to build capabilities and frameworks from the ground up.
- Deep understanding of creator ecosystems, affiliate marketing, and performance measurement.
- Ability to translate brand storytelling into measurable business outcomes.
- Strong analytical mindset with experience interpreting performance data and attribution models.
- Ability to influence cross-functional stakeholders without direct authority.
- Experience scaling emerging growth opportunities and channel innovations.
- Interest in technology, automation, and AI-driven solutions.
- Strong partner management and relationship-building capabilities.
- Excellent organization and communication skills.
Minimum Qualifications
- Bachelor’s or master’s degree required.
- 6–8+ years of experience in affiliate marketing, performance marketing, or related digital channels.
- Experience in creator affiliate, influencer marketing, or partner ecosystems strongly preferred.
- Demonstrated experience in strategy development, measurement frameworks, and cross-functional leadership.
About adidas
adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity, and respect. The company emphasizes diversity, equity, and inclusion as part of its culture and talent processes.