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Sr. Director Digital Strategy
Adidas Group
Amsterdam, , Netherlands
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Purpose & Overall Relevance for the Organisation:
Strategy & Delivery department remit is to define the broader strategy frame for Digital Brand Commerce (DBC) and turn it into actionable reality through orchestrating the delivery of the end-to-end landscape of DBC. This extends further to owning the strategy through to implementation of functional areas of Consumer Engagement, Mobile Apps, and Retail Digital. This role is a key enabler to creating the overarching Digital Brand Commerce (DBC) strategy, driving alignment of the core DBC strategy with extended stakeholder network (inside and outside DBC). Translating strategy to top-level 12-18month roadmap into a tangible change management transformational milestones with clearly defined communication strategy to all relevant touchpoints and interfaces.
Key Responsibilities:
• Scope and propose DBC Strategy– integrate input on insights, trends and emerging priorities provided by DBC functions, product domains and markets. Drive interaction and sync with all group strategy functions.
• Build approved plan through comprehensive strategy to cover:
◦ DBC culture and working rhythm, including agile framework to enable success
◦ Approach to bridge omni world and key partnerships (e.g. Runtastic)
◦ Our key positioning and objectives
◦ Compilation of all domain strategies and aligned overarching DBC (e.g. Consumer Engagement, Content, Mobile, Analytics, etc.)
• Design/build the approved DBC comm strategy in detail covering, outlining:
◦ When – frequency and timing – all varied depending on topic and stakeholder group
◦ Where/How – what platforms, tools and comms channels and through what medium (e.g. videos, written stories, Q&A, etc.)
◦ Who – what stakeholders and groups
◦ What – varied by medium, stories, interviews, infographics, etc.
• Leveraging the strategy, develop plan/program to enable DBC to reach 4B € Revenue and significant shift in brand loyalty and awareness leveraging digital
• Manage overall DBC Comms strategy and execution. Drive action through:
◦ Building ongoing communication plan to share success stories, key update, organization changes, etc.
◦ Collection, editing, and ultimate publishing of stories through various platforms
◦ Facilitate creation of stories through ongoing work across organization
• Support and lead and drivechange/transformation managementplan across internal DBC and wider organization.
◦ Support broader agile transformation, particularly teams not active in agile
◦ Support to drive visibility and awareness across organization what Digital Transformation means to organization now and in future
• Create and consolidate DBC initiative prioritiesand 12-18 month roadmap. For each top priority a scope outline with a high level decomposition of phases. Align roadmap with all internal, market and other key stakeholders.
• Drive alignment of the strategy and 12-18 month roadmap with key internal and external stakeholders across the organization, e.g.
◦ Corporate Solutions
◦ Brand Operating Office
◦ Global Operations
◦ HR / Board Office
• People Management:
• Evaluates the competencies of subordinates on a regular basis and provides prompt and feedback and guidance to drive high performance.
• Promotes a high performance culture by setting clear expectations and individual goals.
• Takes ownership for Talent Management processes to grow, develop and retain talents.
• Translates the company goals into team specific actions and business plans as well to control and monitor performance and results.
Key Relationships:
• Global DBC and Brand organizations
• Global and local Sales organizations
• Global IT and Global Operations
• Group functions (e.g. Corporate Solutions, Brand Operating Office, Global Operations)
• External vendors
Knowledge, Skills, Experience and Abilities:
• Preferred Masters degree in business administration
• Min. 10 years professional experience in multi-national business environment
• Min. 5 years management experience (including managing teams)
• Solid end to end understanding of Digital, eCommerce, Data and Analytics, Omnichannel processes and systems
• Solid expertise, 3+ years, managing strategy development, change and comms process for topics within direct or associated digital domain areas
• Proven experience in managing global projects
• Highly developed interpersonal and communication skills
• Fluent in English