:
Consumer Engagement with tailored Campaigns for App acceleration
- Develop and execute comprehensive app growth strategies to increase downloads, engagement, and retention.
- Support to position the app as the primary hub of the consumer journey by seamlessly integrating membership programs, push notifications, and loyalty mechanisms.
- Integrate brand storytelling and loyalty messaging with compelling call-to-actions that encourage purchase frequency and upselling opportunities.
- Coordinate with Brand Comms, Bus, Digital activation and all membership functions to design and promote app-exclusive deals, limited-time offers, and VIP experiences that elevate both loyalty and sales.
Strategic Campaign Management & Execution
- Plan and launch app-tailored campaigns and mechanics (push notifications, banners, pop-ups) that stimulate revenue growth with curated brand stories and premium product experiences.
- Maintain brand integrity across all in-app assets while clearly highlighting the sales value proposition (e.g., App-only launch mechanics – Draw, FCFS, exclusive product drops)
- Support the personalization roadmap, delivering tailored app experiences based on consumer behaviour, preferences, and engagement history.
- Execute advanced targeting and segmentation strategies for app users, leveraging analytics to enhance conversion and retention.
- Integrate personalized content delivery across app-based touchpoints, including dynamic recommendations, lifecycle communications, and interactive features.
3. Membership Engagement & GTM Integration
- Enhance membership value propositions by offering app-first exclusive experiences such as rewards, early access, VIP access to money-can’t buy rewards, and gamified engagement features.
- Lead cross-functional initiatives to develop integrated GTM activations that enhance consumer loyalty and drive CLTV through the app.
- Utilize app data to identify high-value member segments and craft tailored strategies to maximize engagement and repeat purchases.
- Evaluate and refine membership engagement strategies to optimize KPI performance, including acquisition, retention, and renewal rates.
4. Membership Integration & Retention for Revenue Impact, SOB growth
- Aligned planning and execution with CRM and Personalization, Brand media and Traffic teams to embed revenue-generating loyalty features (e.g., spend-based rewards, targeted cross-sell offers) into app experiences.
- Launch app-first membership perks—such as early access to high-demand products—that boost repeat purchases and AOV
- Monitor membership funnel metrics (enrolment, activity, retention) and link these insights to revenue outcomes, recommending app updates that further drive sales.
5. Testing & Continuous Improvement based on Analysis & Insights
- Use Analytics tools (eg.- Appsflyer, and Google Analytics) and 3rd parties insights to assess revenue impact of each campaign, tracking KPIs like conversion rate, average basket size, and DAU/MAU.
- Conduct A/B or multivariate testing on elements such as in-app merchandising, push timing, and loyalty messaging to pinpoint which strategies lift sales most effectively.
- Deliver routine performance updates to senior leadership, showcasing revenue benchmarks met or exceeded and forming data-driven action plans.
6. Innovation and Cross-functional collaboration
- Propose and pilot new engagement / experience features that inherently tie back to brand & product loyalty, sales incentives, like point multipliers or surprise flash sales.
- Maintain open communication with BUs and Brand comms, Digital Activation to ensure user data, segmentation, and loyalty triggers are harnessed to maximize commercial outcomes.
- Remain informed on latest innovations and upcoming features and program delivery that can accelerate sales and reinforce brand loyalty.
- Support macro-level innovation initiatives that strengthen the app’s role as a future-ready consumer platform, focusing on scalability, automation, and seamless consumer experiences.
- Ensure continuous iteration and experimentation in campaign wireframe design, content creation, and traffic-driving activities, staying ahead of industry benchmarks.
6. App UI/UX Optimization and management
- Drive UI/UX improvements that streamline the app’s consumer journey and optimize the path to purchase.
- Leverage user feedback and analytics to enhance the app’s design, ensuring functionality and accessibility.
- Work closely with cross-functional teams to ensure the app provides a frictionless experience that aligns with the brand’s premium positioning.
Internal:
- adidas Global & Korea app program delivery & Ops
- adidas Global & Korea Membership growth, program, Ops, acquisition
- adidas Global & KoreaBrand Marketingand media, digital activation
- adidas Global & Korea Confirmed app stakeholders
- adidas Korea eCom Merchandising, Ops, Digital Analytics and Insights
- adidas Korea Finance
External:
- App Development and Optimization Agencies
- Digital media, Design, Content agencies
- Membership Ops agencies
- Analytics and Data Science Providers
:
- Strategic mindset with the ability to scale innovation and drive consumer engagement.
- Strong analytical and problem-solving skills to translate insights into impactful strategies.
- Expertise in app marketing, revenue-driving promotions, and loyalty-building mechanisms.
- Proven expertise in app growth, digital personalization, and campaign management.
- In-depth understanding of consumer behavior trends and the ability to anticipate future needs.
- Proficiency in analytics platforms (Kibana,Appsflyer) to correlate user engagement metrics with sales performance.
- Strong collaboration skills to align withBrand GTM milestone,CRM/Personalization strategies and eCommerce goals.
- Ability to interpret data insights and quickly adapt tactics for optimal commercial impact.
- Relationship managementspeciallyforagency and partners
Requisite Education and Experience / Minimum Qualifications:
- Bachelor’s degree in Marketing, Digital Media, Business, or related fields (Master’s preferred).
- Excellent Excel, Powerpoint, MS word skill
- Excellent Written and spoken English
- 3-5 years of experience in app marketing or digital engagement roles, ideally with a focus on loyalty or membership and driving revenue.
- Proven track record in boosting sales conversion and improving user engagement.
- Familiarity with CRM systems and personalization best practices beneficial.
- Proven experience in management: agency management, planning, briefing, buying, delivery and analysis