Manager, Consumer Engagement Strategy

Consumer Engagement Team Leader

Working on the Consumer Engagement Team, within the DTC Marketing Organization, you will be a part of the team driving the brand forward through consumer loyalty, acquisition, and retention.

The team's responsibility is to refine and ensure the NAM Consumer Engagement strategy is executed successfully within the CA and US markets, based on the combined local and global strategy and aligned to the overall NAM DTC Marketing strategy. In this role, you will manage key relationships with both internal and external partners and stakeholders, track Membership & CRM KPIs, drive change within the Consumer Engagement and greater digital and brand teams, and focus on how we optimize our plans and priorities to consistently be consumer-centric.

Key responsibilities include :

• Delivering consistent program strategy in future seasonal plans that are truly omni-channel and latter up to brand moments, priorities, and KPIs for each channel (.com / app / Retail) including acquiring, engaging, and inspiring conversion.
• Utilizing member behavior data and insights to inform product strategy, personalize experiences, and optimize brand activations.
• Partnering with internal teams (eCom, Digital, Brand Comms, CRM, Personalization) and external agencies to enhance Membership value through customized, data-driven solutions across all owned channels.
• Guiding planning and execution by applying consumer best practices, A / B testing insights, and member needs to influence strategic decisions across product and consumer experience pipelines.
• Leveraging first-party data to deliver a better understanding of our consumer behavior, helping to drive brand strategies and activations.
• Monitoring, analyzing, and improving processes and ways of working continuously to best serve our audiences, growth strategy, and developing business goals.
• Providing regular feedback to the global Membership and Consumer Engagement teams on NAM activations, projects, opportunities, and learnings.
• Partnering with the Personalization team to elevate and customize member and overarching consumer experience across all adidas touchpoints based on defined cohort / affinities.
• Partnering closely with our Analytics team to brief in ongoing consumer insight needs, reports, and business questions to drive functional decisions and team direction.

Key relationships include :

Knowledge, skills, and abilities include :

Requisite education and experience / minimum qualifications include :