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Manager, Direct to Consumer - eCommerce
Adidas Group
Tokyo, , Japan
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Manager, CRM, Direct to Consumer - eCommerce
Purpose & Overall Relevance in the Organization
The goal of the eCommerce (eCom) team is to deliver one integrated consumer journey to create a premium and seamless experience so that we not only meet their expectations, but also exceed them while meeting our targets when a consumer leaves our touch point.
Position Summary
The CRM Manager will drive the development, implementation, evaluation and enhancement of Direct to Consumer and eCom CRM marketing capabilities, operating processes, programs, and campaigns to increase customer engagement and lifetime value. The CRM Manager is also responsible for owning and driving the end-to-end delivery of email marketing campaigns within Japan eCom. It’s both a strategic and hands-on role – the CRM Manager will need the vision and understanding about how everything fits together to define the segmentation strategy for communication and also be able to roll your sleeves up to get the email campaigns set up and ready to send.
Key Responsibilities:
• Acquire, retain, and grow LTV of database across all sales generating consumer touch points
• Deliver innovative, personal-relevant CRM dialog enhancing our “real time”, segmenting and selecting capabilities for differentiated, atomized story telling – presenting product and brand benefits to the consumer in an interactive journey; Deliver the right message at the right time to the right consumer and their expressed or derived needs
• Drive quality data capture and enrichment activities and collaborate with internal IT teams to ensure effective and compliant implementation
• Keep abreast of the latest developments in CRM marketing including data-driven marketing, social media, mobile and new channels, platforms, methods and tactics by attending relevant user groups, webinars, and conferences, disseminating this knowledge throughout the adidas Group CRM community, and translating this into relevant initiatives, programs, and campaigns
• Drive customer retention and loyalty by working for ongoing CRM campaign development, management and optimization of reward, direct mail, email, and eCom marketing strategy
• Oversee all eCom aspects including pre-campaign analysis, ongoing campaign management, creative development and production, segmentation, testing for increased performance, post campaign analytics, learnings, and recommendations for future campaigns
• Responsible for customer analytics and behavioral reporting in cooperation with Brand Activation CRM team; Analyze customer data to make marketing decisions; Track, evaluate, and disseminate CRM program learnings/performance; Apply learnings to advance and optimize programs
• Proactively introduce new approaches to leveraging customer data to drive and influence personalized communications
• Partner with vendors and Brand Activation CRM to prioritize key analytical projects; Work closely to ensure that customer data meets the quality and standards that allow for successful execution, effective and efficient direct mail and email marketing campaigns including data cleaning, black list exclusion, feed management, and troubleshooting as well as channel governance
• Develop A/B testing strategies for all aspects of CRM to ensure the most effective approach for adidas and its products (ROI, cost management, incremental margin, etc)
• Manage the execution of all CRM components of eCom; Partner with relevant IT, Operations, and Brand Activation CRM to develop processes and optimization plans
• Expert-level broad and deep knowledge and functional expertise on all aspects of eCRM: Marketing, Platforms, Database Management, Campaign Management
Knowledge, Skills and Abilities:
• Entrepreneurial mindset – Results & Profit oriented
• Expert-level broad and deep knowledge and functional expertise on all aspects of eCRM: Marketing, Platforms, Database Management, Campaign Management
• Understand the best practices of Direct to Consumer environment (eCom/Retail), Direct Marketing and CRM industry
• Expertise of working with CRM technologies including email marketing systems, and testing tools such as adobe campaign, user testing, microstrategy, etc
• Result-driven and process-focused with problem solving and decision making abilities
• Analytical and independent problem solving skill to moderate complex problems
• Excellent communication and interpersonal skills (*Will work with several internal teams to bring your plans to life)
• Strong skills of personal organization management, project & time management, and prioritization abilities anticipating business needs
Requisite Education and Experience / Minimum Qualifications:
• Bachelor degree
• 5+ years of working experience in CRM and Digital Marketing (Agency or Client)
• Have strong, well-rounded knowledge of Organic Search with a minimum of 5 year experience either in-house or at an agency
• Direct experience with web analytics suites
• Ideally have experience of working internationally and in settings requiring cross-cultural sensitivity
• Excellent oral and written English communication and presentation skills
• Fluent English and Japanese required
Key Relationships:
• DTC eCommerce Team
• External Agencies
• Brand Marketing Department
• FP&A Department
• Merchandising Department
• Retail Department
• Global DBC Team
• Local Digital Marketing Team
• Brand Activation CRM Team
• Local IT Department
• Local Legal Department
• Local User Inquiry Service