Manager Membership Emerging Markets
Area: EM Brand Activation
Department: Digital Activation
GSMS Grade: M4
Direct Reporting Line:
Senior Manager DA, Membership, CRM, EM
Indirect/secondary reporting line: NA
Subsidiary/country: EM
Location: Gurugram
GENERAL PURPOSE
As Manager Membership at adidas you play a crucial role in driving growth of the Membership Program in EM. Our ambition with our adidas Membership program is to drive consumer engagement and redemption in all member segments and across all consumer touchpoints to drive retention and influence buying behaviour. This role will lead the execution of EM’s Membership strategy.Your responsibilities will include collaborating with the Global Membership team, local cluster teams, Ecommerce, retail teams and many more stakeholders to continuously improve the Membership Program. Using consumer and business insights, you will work on (re)-activating, rewarding, and offering benefits to members, contributing to the program's evolution and success. Although this role does not have direct managerial responsibilities, it includes a strong element of team support and mentorship, particularly in guiding and collaborating with cluster leads.
Key Responsibilities
RESPONSIBLE FOR THE VALUE PROPOSITION OF THE MEMBERSHIP PROGRAM
- Continued evaluation of the current value proposition and reward catalogue while growing the catalogue with more relevant rewards for our member cohorts/segments across all member touchpoints (site, app, retail stores).
- Enhance the effectiveness of (redemption) tactics through analyzing member feedback, staying informed about industry trends, and collaborating with cross-functional teams to identify and implement improvements.
- Evaluate existing member journeys and implement new ones ensuring personalized and seamless experiences across digital and physical touchpoints to our members.
- Plan and execute tactical campaigns that align with business goals to drive member engagement, retention and repeat buying while contributing to broader adidas and membership KPI‘s.
- Generate regular reports assessing the performance of our membership tactics and the overall program. Evaluate key metrics such as number of redeemers, points redeemed, retention and overall impact on business objectives. Use these insights to identify areas for improvement.
- Be a champion for continues innovation by pushing boundaries and challending the status quo.
- Implementing tests, pilots and alternatives for continues growth.
- Inputs for regular program capability improvements.
- Seasonal & quarterly activation planning with the objective of reaching EM Targets
RESPONSIBLE FOR THE VISIBILITY AND COMMUNICATION OF OUR MEMBERSHIP PROGRAM
- Drive the integration of the Membership Program and its tactics into EM’s Brand Calendar by partnering with local teams including Business Unit representatives, planning, content, retail, ecommerce and other relevant business stakeholders to capture the best synergies for the business and our members.
- Define EM’s Membership activation plan for each season (inc. Brand moments and campaigns) in collaboration with EM digital and retail activation teams- ensuring we are using the right tactics at the right moments throughout the consumer journey.
- Execute the seasonal plan and ensure it delivers against EM strategic priorities and KPIs.
- Working closely with the Consumer Analytics teams to extract actionable insights from membership activations, using these insights to evolve the program to engage, re-engage and convert members
- Lead all tech developemtns and enhacements that improve the program offering and functioning
- Serve as a liaison for new market roll outs
KEY RELATIONSHIPS
- EM Digital Activation & CRM
- EM Retail Activation/ Omni Channel
- EM Retail Consumer Excellence (Operations)
- EM eCom – CE, Campaign Operations, CX, SP & E
- EM Buying & Merchandising
- Global Membership
- Digital Product and UX
- Global and EM Business Units
Requirements
EDUCATION & EXPERIENCE
- 8+ years of experience in a Digital Marketing environment (Experience in managing loyalty programs will be a plus)
- Knowledge of CRM & Loyalty programs
- Experience across eCom and Retail preferred
- Experience in managing highly complex processes, involving multiple teams in different geographies
- Experience and comfort with driving a cross-functional program, influencing stakeholders and enabling change throughout an organization
- Data driven and insights focused individual
Soft-skills
- Ability to quickly adapt to changing business processes and business partners
- Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
- Ability to work effectively within necessary organizational structures and processes while finding creative ways to continuesly innovate within those structures by challenging the status quo
Hard-skills
- Experience in leading omnichannel marketing initiatives as well as loyalty/membership programs
- Data driven and insights focused individual with solid business acumen and in- depth knowledge of KPI management
- Comfortable working with enterprise-level platforms and technologies
- Fluent English both verbal and written
- Project management and project monitoring experience
- Documentation and ticketing tool basic knowledge (e.g. Confluence, Jira etc.)
- SQL knowledge will be a plus
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.
