Director Membership

The Director Membership leads the Membership function for adidas GCA, reporting to the Head of Membership & Brand Planning and based in Shanghai. The role is accountable for developing and executing membership strategies that acquire, retain, engage and recall members, and for driving sustainable omni-channel member sales growth. It leads day-to-day omni-channel CRM operations and a team of CRM professionals, working closely with e-commerce, retail, sales, marketing, digital and technology stakeholders as well as external agency partners.

• Develop and execute comprehensive membership strategies to acquire, retain, engage and recall members, driving sustainable omni-channel member sales growth.
• Lead and manage day-to-day omni-channel CRM operations, aligning membership operations with online and offline stakeholders around overall business objectives and goals.
• Manage the CRM online and offline channel budget with a clear rationale for allocation, track adherence to CRM project budgets and support business cases with clear rationale.
• Track and evaluate the effectiveness of omni-channel CRM activities, providing feedback and recommendations, and optimise future strategies and CRM performance metrics.
• Use member data and analytics to segment audiences and execute tailored, channel-specific strategies that improve member sales, engagement, retention and lifetime value.
• Oversee membership operations across e-commerce platforms (TM, JD, Douyin, PDD) and adidas-owned ecosystems (WeChat Mini Store, adidas App, CONFIRMED,.COM), using data analytics to monitor member behaviour and identity trends and adjust strategies to improve the online membership experience.
• Collaborate with the e-commerce business team to align membership initiatives around mega commercial moments such as 618 and D11, delivering unique member experiences and achieving sales targets.
• Coordinate with retail and sales teams to ensure consistent member experiences across offline channels, including adidas own stores and dual membership stores in franchises, and develop in-store membership activations that drive offline business and member loyalty.
• Drive business impact through advanced analytics, consumer insights and AI-driven modelling, providing actionable consumer insights to senior leadership and cross-functional stakeholders.
• Lead, mentor and develop a team of CRM professionals, including a CRM insights and analytics team, fostering a collaborative and high-performing work environment, and partner with external vendors and agencies to enhance CRM capabilities and tools.

• Proven track record of successfully managing membership operations across both online and offline channels.
• Strong understanding of CRM tools and technologies, such as lifecycle, segmentation and consumer lifetime value.
• Good communication and stakeholder management skills.
• Ability to work in a fast-paced environment and manage multiple priorities.
• Analytical mindset with the ability to translate data into actionable strategies.
• Bachelor's degree in marketing, business administration or a related field.
• 10+ years of experience in membership operations, with at least 3 years in a leadership role.
• Fluent in English.

• Master's degree or MBA.

The company believes that embedding diversity, equity and inclusion into its culture and talent processes gives its employees a sense of belonging and its brand a real competitive advantage.