Sr Mgr Membership Operation

Purpose & Overall Relevance for the Organization

Develop and execute CRM strategies to acquire, retain, engage and recall consumers and enable online business. Lead and manage day-to-day online CRM operations, track and evaluate activity effectiveness, provide recommendations, and optimize future strategies.

Key Responsibilities

Online Membership Strategy & KPI Management

• Develop the annual online membership strategy in line with the overall membership vision, business priorities, and growth targets.
• Define differentiated membership strategies and operating models for different online channels.
• Establish, cascade, and manage core online membership KPIs, including member acquisition, active rate, conversion, repeat purchase, and member sales contribution.
• Review performance regularly and drive continuous optimization through structured business reviews.

Online Membership Campaigns & Activation

• Own the planning and execution of online membership campaigns and activities.
• Optimize campaign mechanisms and member experience based on performance results and consumer insights.

People Management

• Manage online CRM team members to ensure seamless execution.
• Lead cross-functional communication and drive project implementation.

Cross-Functional Collaboration & Project Management

• Work cross-functionally with Brand Comms, Digital, Tech, and Legal teams to deliver integrated membership initiatives.
• Lead end-to-end project management for key online membership programs, ensuring timelines, quality, and outcomes are met.

Key Relationships

Online Channels Team, Brand Marketing Team, Global CRM, Digital and Tech Teams, Legal and other supporting functions, and external agency partners.

Knowledge, Skills and Abilities

• Strong strategic thinking and end-to-end planning capability with a clear understanding of online membership models.
• Advanced data analysis skills with the ability to translate insights into tangible business actions.
• Proven and mature experience in online membership management.
• Excellent communication, influencing, stakeholder management, ownership, results orientation, and project management capabilities.

Requisite Education and Experience

• University degree or above.
• Work experience in online CRM is required.
• Proficiency in written and spoken English.

Company Culture

adidas promotes a winning culture built around courage, ownership, innovation, teamplay, integrity, respect, and diversity, equity, and inclusion.