Director eCommerce Douyin

This role is the business owner of adidas China's largest Douyin business, setting the strategic direction and long-term growth agenda for one of the company's most significant digital revenue engines. It leads through strategic direction-setting, platform partnership management, cross-functional influence and external partner governance, amid accelerated growth of the eCommerce and Douyin business and vertical expansion into key consumer segments and strategic categories. The role sits within the Digital team, contributes to overall GCA growth and digital transformation, and reports to senior leadership.

• Own the end-to-end business performance and commercial results of adidas' flagship business on Douyin, with accountability for revenue growth, profitability, consumer acquisition, member development and operational KPIs.
• Set the long-term platform strategy and annual business priorities in alignment with overall company objectives, and drive execution of business growth plans that maximise market share and platform competitiveness.
• Act as adidas' senior business representative in strategic engagements with Douyin, building and sustaining executive-level relationships with key functional stakeholders and securing strategic resources, innovation opportunities and preferential platform collaboration programmes.
• Shape platform development priorities through partnership and business leadership, and build brand equity, brand love and consumer engagement on the platform.
• Align senior stakeholders around shared strategic priorities and key business opportunities, and drive organisation-wide decision making and resource allocation to maximise commercial outcomes.
• Establish strong collaboration models that accelerate execution excellence across business functions.
• Apply product and merchandising expertise to implement product strategy, cooperating with the buying team to drive dedicated product assortment by store.
• Own the related operating model and governance structure for the Douyin business, leading and managing large-scale DP partnerships and the external vendor ecosystem.
• Define partner strategy, performance expectations, service standards and capability development plans, and drive continuous improvement of agency effectiveness, operational efficiency and execution quality.
• Establish robust governance processes, performance management mechanisms and accountability frameworks across all external partners, ensuring they are aligned with business objectives, brand standards and commercial priorities.
• Strengthen leadership capability within the team through coaching and succession planning, foster a culture of accountability, innovation and consumer-centric thinking, and develop a future talent pipeline supporting long-term business growth.

• Bachelor's or master's degree required.
• Solid 10+ years in the consumer goods industry, with proven experience leading large-scale eCommerce businesses with significant revenue responsibility.
• Rich experience in working with eCommerce platforms.
• Strong product and merchandising expertise, with the ability to implement product strategy.
• Experience of building brand heat and integrating brand campaign activities.
• Strong strategic thinking, with the ability to set long-term business strategy and translate it into annual priorities and execution.
• MNC background with sensitivity to cross-cultural environments.
• Excellent communication and interpersonal skills, and strong English language skills.
• Strong capability in leading through influence across matrix organisations, with demonstrated success in influencing C-level or senior executive stakeholders both internally and externally.
• Extensive experience managing complex partner ecosystems, including large-scale DP and agency organisations.
• Proven people leadership experience, including direct team management, coaching, succession planning and building a future talent pipeline.
• Strong commercial acumen, with a proven track record of delivering sustainable business growth and profitability.

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.