Adidas DIRECTOR MEMBERSHIP & DIG ACTIVATIONS EM 

India, Haryana, Gurugram 

706755120

Purpose & Overall Relevance for the Organization

This role is critical to driving growth and engagement within the Emerging Markets region by fostering a deeper connection with consumers through personalized, data-driven strategies.

Key Responsibilities

Build a Winning Team:

• Focus on filling key roles with capable talent aligned with strategic needs.

Enhanced Reporting Standards:

• Collaborate with analytics to define consistent, data-driven KPIs across all functions. Transition from a bottom-up methodology to standardized performance tracking informed by actionable insights.

Advanced Analytics and Personalization:

• Develop a structured test-and-learn framework to drive data-driven decision-making. Build strategies to scale personalization for inbound and outbound behaviors, leveraging insights for consumer journey optimization and campaign effectiveness.

Operational Excellence:

• Establish program management principles to streamline workflows, reduce redundancies, and enhance operational efficiency across Membership, CRM, and Digital Activation.

Localized and Strategic Campaign Enablement:

• Provide adaptable templates and frameworks for clusters to localize campaigns effectively while ensuring alignment with overarching KPIs and membership FY calendars. Remove redundant deliverables, focusing on consumer-facing outputs.

Collaboration and Strategic Partnerships:

• Strengthen the above-market function to serve as a strategic enabler for in-market execution. Align cross-functional teams, including brand, e-commerce, and mono-brand channels, for optimized campaign development and performance improvement.

Key Relationships

• EM and Cluster Brand Teams
• EM Channel Teams
• EM IT
• EM DBA
• Global Membership Team (Strategy, Planning, and Product)
• Global Digital
• Global Digital Analytics

Knowledge, Skills, and Abilities

Strategic Thinking and Leadership

• Ability to define and execute a clear vision for membership engagement, CRM, and digital activation.
• Proven experience leading multidisciplinary teams across markets and functions.

Data-Driven Decision-Making

• Expertise in leveraging analytics and insights to drive strategy and optimize performance.
• Proficiency in interpreting KPIs, developing reporting standards, and utilizing advanced analytics frameworks.

Consumer-Centric Approach

• Deep understanding of consumer behavior, membership lifecycles, and personalization techniques.
• Experience designing and implementing consumer-first strategies to enhance retention and engagement.

Digital Marketing Expertise

• Strong knowledge of digital activation, including campaign planning, execution, and optimization.
• Familiarity with managing centralized and localized digital activation calendars.

CRM and Lifecycle Management

• Expertise in developing CRM strategies, including onboarding, reactivation, and loyalty-building campaigns.
• Proficiency in cross-channel integration (e.g., email, app notifications, SMS) and lifecycle communication strategies.

Program and Project Management

• Skills in embedding program management principles to streamline workflows and improve operational efficiency.
• Ability to align cross-functional teams to deliver cohesive and efficient execution.

Collaboration and Stakeholder Management

• Strong cross-functional collaboration skills, working with analytics, CX, e-commerce, and in-market teams.
• Experience building partnerships to align execution with broader brand and organizational goals.

Technical and Analytical Skills

• Knowledge of advanced analytics tools, test-and-learn frameworks, and A/B testing methodologies.
• Familiarity with CRM platforms, data visualization tools, and campaign tracking systems.

Leadership in a Multicultural Environment

• Ability to manage and lead diverse teams across geographies, ensuring alignment with both global and local priorities.
• Strong interpersonal and communication skills to inspire and align teams across functions.

Performance and Results Orientation

• Track record of delivering measurable results in revenue growth, engagement metrics, and conversion rates.
• Ability to set and achieve ambitious targets while driving continuous improvement.

Requisite Education and Experience / Minimum Qualifications

Education

• Bachelor’s degree in Engineering, Economics, Business, Marketing, or a related field.

Experience

• 10+ years of progressive experience in consumer analytics, CRM, membership strategy, or digital marketing.
• Hands-on experience with tools such as Adobe Analytics, Google Analytics 360, or similar platforms to derive actionable insights.
• Demonstrated ability to interpret data and translate insights into strategic initiatives for membership growth, CRM enhancement, and digital activation optimization.
• Proven success in building and executing data-informed personalization and engagement strategies across multiple channels.
• Experience collaborating with cross-functional teams, including brand, e-commerce, and consumer experience, to align strategies with organizational goals.
• Strong track record in leading teams with a focus on development, empowerment, and high performance.
• Ability to work effectively in matrix organizations, balancing global frameworks with localized execution needs.

Skills

• Strategic thinker with the ability to use data to craft compelling membership, CRM, and digital activation roadmaps.
• Strong project management and organizational skills to lead cross-functional initiatives from conception to execution.
• Excellent communication and stakeholder management skills to align diverse teams and drive measurable results.
• Proactive problem solver with a growth mindset, continuously seeking opportunities to improve processes and outcomes.