Director of Membership

About the role

The Director of Membership will shape and execute adidas' omni‑channel membership strategy, driving acquisition, retention, engagement and sales growth across both online and offline touchpoints.

Key responsibilities

• Develop and execute comprehensive membership strategies to acquire, retain, engage and drive omni‑channel sales growth.
• Lead day‑to‑day omni‑channel CRM operations and manage budget for online and offline channels.
• Track, evaluate and optimize the effectiveness of CRM activities.
• Utilize member data and analytics to segment audiences and deliver tailored channel strategies.
• Align membership operations with online and offline stakeholders to meet business objectives.
• Drive initiatives to improve member sales, engagement, retention and lifetime value.
• Oversee online membership operations across e‑commerce platforms (TM, JD, Douyin, PDD) and adidas ecosystems (WeChat Mini Store, adidas App, CONFIRMED.COM).
• Collaborate with e‑commerce teams for mega‑moments (e.g., 618, D11) to deliver unique member experiences.
• Coordinate with retail and sales teams to ensure consistent offline member experiences and execute in‑store activations.
• Lead a high‑performing CRM insights & analytics team, providing data‑driven insights to senior leadership.
• Mentor and develop CRM professionals, fostering collaboration across Marketing, Retail, Digital, BU and Technology.

Required profile

• Proven experience leading CRM and membership operations in an omni‑channel environment.
• Strong analytical mindset with ability to use data and AI‑driven modeling for decision making.
• Demonstrated capability to work with cross‑functional teams including retail, sales, IT, legal and customer service.
• Experience managing budgets and allocating resources across online and offline channels.
• Ability to mentor and develop high‑performing teams.

Required skills