Director Membership/Loyalty

2 maanden geleden

Amsterdam, Nederland adidas Voltijd
Director Membership/Loyalty - Europe (12 months)

Purpose & Overall Relevance for the Organization:

  • Our ambition with our adidas Membership/Loyalty program is to offer our most valuable consumers unique experiences and products across all consumer touchpoints
  • This role will lead Europe’s Membership/Loyalty strategy definition and delivery

Key Responsibilities:

  • Continue to evolve the Membership/Loyalty pillar within the Europe Digital Activation Team (DAT)
    • Enhance ways of working to drive Membership through the other three pillars in DAT: Planning, Content and CRM
    • Clearly identify ways of working with stakeholders outside DAT together with your DAT Leadership partners – ensuring that all teams have clear roles and responsibilities and we drive in an effective and impactful way
    • Evolve the Membership Operations team from being focused on rollout to ongoing operational excellence management
  • Build a high performing team with a focus on developing individuals to their full potential and creating a strong sense of belonging
  • Ensure that we have a clear comms strategy for the program that is personalised and can be delivered across all touchpoints - .com, apps and store. This will include optimising existing comms as well as creating new approaches, in partnership with our DAT CRM team
  • Partner with our acquisition lead to deliver a yearly acquisition strategy that leverages opportunities across the adidas ecosystem to bring new, quality members to the program
  • Direct the creation of a full year activation plan in partnership with DAT Planning team that delivers ongoing member engagement at scale leveraging global, market and country activities to create an always on membership feel for members
  • Partner with the Global Membership team to co-create and continuously improve the membership value proposition, ensuring that we deliver across both experiential and transactional member experiences, across online and offline
  • Drive a fact based and insights driven approach to Membership planning and ongoing management. Partner with Analytics to create consistent reporting and insights demonstrating the impact of Membership to both the consumer and the business
  • Leverage brand partnerships across Sport and Style to deliver relevant member experiences unique to those partnerships
  • Ensure that we take a full Direct to Consumer approach to deliver strong experiences across both eCommerce and our own retail/franchise stores.
  • Drive team to partner with Key City teams to deliver locally relevant experiences, bringing the membership offer to live in our focus markets
  • Act as a key member of the DAT Leadership team to help shape and deliver the Europe DAT agenda in line with the strategic business plan
  • Manage the Europe Membership budget to ensure all spend delivers impactful acquisition and engagement activities

Key Relationships:

  • Digital Activation Europe
  • Europe eCom and Retail channel teams
  • Global Membership – strategy, planning and product
  • Country Marketing
  • Analytics

Knowledge, Skills and Abilities:

  • A successful track record in leading multi-channel, own-brand membership/loyalty programs across multiple countries
  • Experience in developing and executing strategy and plans to drive one to one engagement with members
  • Data driven and insights focused individual
  • Experience and comfort with driving a cross-functional program, influencing stakeholders and enabling change throughout an organization
  • An ability to present concepts and plans to senior leaders to secure buy in
  • Familiarity with GDPR regulation
  • Experience in leading a team with a focus on people development and empowerment

Requisite Education and Experience / Minimum Qualifications:

  • 10+ years in loyalty/membership marketing
  • 5+ years experience managing teams
  • Experience working across both physical and digital membership experiences highly advantageous
  • Experience in a country/market role advantageous

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.

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