Key Responsibilities:
CRM Strategy & Ecosystem
• Lead the CRM Strategy with key stakeholders
• Lead initiatives to optimize consumer interactions rhythm
• Key stakeholder for Consumer platforms to for suggesting new features
• Lead consumer data point of view
• Membership Sales, Organic sales cont.
Database/Profile growth
• Lead the point of view on quality acquisition sources
• Lead the acquisition engagement mechanics to enhance first interactions
• Collaborate to onboard right partners which provide us more visibility on consumers
Engagement
• Own the membership program to provide great interactions to adidas consumers
• Test and modify life cycle communications to continuously engage consumers
• Leverage key moments to create beyond product engagement with consumers
Insights
• Consumer segmentation to reach right consumers
• Consumer data modelling to increase program efficiency
• Consumer reports across channels to share insights with stakeholders
Financial
• Lead business cases as and when they arise, from new system implementation to franchise roll out to effectiveness of campaigns
• Oversee and control MWB and OPEX costs
• Strategic outlook towards cost/benefit
System and Processes
• Process driven and an ability to standardize tasks for greater efficiency
• Clear understanding of business problems and an innate ability to formulate clear business cases to illustrate the same. Ability to ask the right questions.
People Management
• Build the CRM organisation with forward looking team players with ability to lead
• Mentor the team to reach its full potential professionally
• Engage the right talent in partners to reach common goals
Key Relationships:
Internal: Digital Marking, Brand Communications, Retail, Franchise, Key City Activations, eCom, Newsroom
KPI
• CRM Database size (complete profiles)
• Engagement KPI’s for CRM database consumers
• Monetization of CRM database Members (Revenues, Repeat Rate, Active, Attrition, others)
External: Agencies, Partners, Complementary brands, Vertical sites, etc
Knowledge, Skills and Abilities:
• Always puts consumer in the center
• Proven track record of creative thinking
• Awareness of the ongoing trends especially digital & mobile eco-systems
• Good understanding of CRM program and member communications
• Demonstrated ability of taking initiative and collaborating with people
• Excellent organizational skills and capability of working and influencing cross-functionally
