What are the responsibilities and job description for the Manager, Consumer Engagement Strategy position at Adidas?
PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION
Working on the Consumer Engagement team, within the DTC Marketing Organization, you will be a part of the team driving the brand forward through consumer loyalty, acquisition, and retention.
The team's responsibility is to refine and ensure the NAM Consumer Engagement strategy is executed successfully within the CA and US markets, based on the combined local and global strategy and aligned to the overall NAM DTC Marketing strategy. In this role, you will manage key relationships with both internal and external partners and stakeholders, track Membership & CRM KPIs, drive change within the Consumer Engagement and greater digital and brand teams, and focus on how we optimize our plans and priorities to consistently be consumer-centric.
KEY RESPONSIBILITIES
* Deliver consistent program strategy in future seasonal plans that are truly omni-channel and latter up to brand moments, priorities, and KPIs for each channel (.com / app / Retail) - including acquiring, engaging, and inspiring conversion.
* Utilize member behavior data and insights to inform product strategy, personalize experiences, and optimize brand activations.
* Partner with internal teams (eCom, Digital, Brand Comms, CRM, Personalization) and external agencies to enhance Membership value through customized, data-driven solutions across all owned channels.
* Guide planning and execution by applying consumer best practices, A/B testing insights, and member needs to influence strategic decisions across product and consumer experience pipelines.
* Leverage our first party data to deliver a better understanding of our consumer behavior, helping to drive brand strategies and activations.
* Monitor, analyse, and improve processes and ways of working continuously to best serve our audiences, growth strategy, and developing business goals.
* Provide regular feedback to the global Membership and Consumer Engagement teams on NAM activations, projects, opportunities, and learnings.
* Partner with the Personalization team to elevate and customize member & overarching consumer experience across all adidas touchpoints based on defined cohort / affinities.
* Partner closely with our Analytics team to brief in ongoing consumer insight needs, reports, and business questions to drive functional decisions and team direction.
KEY RELATIONSHIPS
* NAM Membership
* NAM CRM
* NAM Paid Media
* Global Membership
* Global Product Development
* Global Digital
* Analytics & Data Science
* Business Units
* Brand Communication
* NAM eCom
* Personalization & CX
KNOWLEDGE, SKILLS, AND ABILITIES
* Experience in digital marketing, loyalty, acquisition, or CRM
* Knowledge of basic UX principles, conversion optimization trends, eCommerce and app-based loyalty programs, and brand loyalty experiences.
* Comfortable working with enterprise-level platforms and technologies
* Strong interpersonal/communication skills and high level of strategic thinking
* Superior writing, research, presentation and project management skills
* Ability to manage and / or collaborate with internal and external cross-functional groups at various organizational levels
* Ability to quickly adapt to changing business processes and partners
* Experience working in a data-driven organization
* Solid understanding of consumer messaging and brand reputation
* Broad understanding of and passion for the sports and fashion/entertainment industry
* Best practice focused, driving loyalty relevance and exceeding consumer expectations
* Strong ability to develop influential and collaborative relationships with key stakeholders
REQUISITE EDUCATION AND EXPERIENCE/MINIMUM QUALIFICATIONS
* 3-5 years of relevant experience in marketing, communications, or a related field
* Experience with loyalty programs would be a plus
* Experience working with stakeholders at various seniority levels as well as subject matter experts across various functions (Developers, business stakeholders, product and marketing teams, etc.)
* Bachelor's degree or equivalent combination of skills and experience
* Fluent written and spoken English language skills.
ADIDAS CELEBRATES DIVERSITY, SUPPORTS INCLUSIVENESS AND ENCOURAGES INDIVIDUAL EXPRESSION IN OUR WORKPLACE. WE DO NOT TOLERATE THE HARASSMENT OR DISCRIMINATION TOWARD ANY OF OUR APPLICANTS OR EMPLOYEES. WE ARE AN EQUAL OPPORTUNITY EMPLOYER.
