Director Membership

Director Membership   Area:                                                                                                          adidas GCA Department:                                                                                            Membership Director Reporting Line:                                                                        Head of Membership & Brand Planning Indirect/Secondary Reporting Line:                                                     - Location:                                                                                                   Shanghai GSMS Grade:                                                                                            M2 Number of Personnel Managed:                                                          - Cost Center/Budget and/or Revenue Responsibility:                        -

Develop and execute comprehensive Membership strategies to acquire, retain, engage and recall members to drive sustainable omni-channel member sales growth . Lead and manage the day-to-day omni-channel CRM operations Manage budget for CRM online & offline channels with a clear rationale of allocation Track and evaluate the effectiveness of omni-channel CRM activities, provide feedback and recommendations, and optimize for future strategies

Strategic Membership Management

Utilize member data and analytics to segment audiences and execute tailored by channel strategies to drive member sales growth and retention across both online and offline channels. Align membership operations with key stakeholders from both online and offline channels to follow the overall business objectives and goals. Drive initiatives to improve member sales, engagement, retention, and lifetime value through effective membership strategies. Lead the membership operation team to ensure the execution of membership campaigns and initiatives.

Online Membership Operations

Oversee membership operations of both EC platform (TM, JD, Douyin, PDD) and adidas own ecosystems (WeChat Mini Store, adidas App, CONFIRMED, .COM) Lead online membership operation team to achieve sales target and utilize data analytics to monitor member behavior, identity trends and adjust strategies to improve online membership experience. Collaborate with ECOM business team to align membership initiatives in mega moments including 618 & D11 and other commercial moments to deliver unique member experiences and achieve sales target.

Offline Membership Operations

Coordinate with retail and sales teams to ensure consistent member experiences across all offline channels including adidas own stores and dual membership stores in franchises. Develop and execute in-store membership activations to drive offline business and members loyalty. Monitor and measure the effectiveness of offline membership activations, lead initiatives as needed to improve member performance.

Membership Insights & Analytics

Drive business impact through advanced analytics, consumer insights, AI-driven modeling. Enable data-informed decision making by providing actionable consumer insights to senior leadership and cross-functional stakeholders. Lead and develop a high-performing CRM insights & analytics team while collaborating closely with Marketing, Retail, Digital, BU, and Technology teams.