Director CRM / Amsterdam

Organisatie: adidas
Locatie: Amsterdam
Functie: Director CRM
Vervaldatum: 05/07/2021
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Purpose & Overall Relevance for the Organization:

  • By understanding and engaging with the adidas addressable consumer base, the Director CRM will provide strategic leadership for Europe and lead a team that will drive acquisition, engagement, conversion and retention.
  • Direct the delivery of cutting-edge consumer focused CRM campaigns, devise and execute new automated consumer lifecycle programs, create strategies for driving new leads into the database and manage the prioritization and optimization of work and processes for the CRM team.
  • As the Europe lead for CLTV, the Director CRM will partner closely with the DTC Commercial teams to deliver to channel targets in a sustainable way
  • Key Responsibilities:

  • Collaborate with partner functions (DAT Planning, Membership, MAT, Consumer Experience) to build best practices in consumer acquisition and engagement across different channels, with a current focus on email and push notification
  • Lead innovation and continuous improvement in CRM comms to ensure that we not only leverage our email and push notification channels to the maximum but also that we explore new and better ways to directly connect with our consumers and members through emerging channels and drive automation wherever possible
  • Partner closely with our Global Digital Product partners to ensure our requirements are prioritized and delivered
  • Build a high performing team with a focus on developing individuals to their full potential and creating a strong sense of belonging
  • Drive a fact based and insights driven approach to CRM planning and ongoing management. Partner with Analytics to create consistent reporting and insights demonstrating the impact of CRM activities to both the consumer and the business. Leverage those insights to identify opportunities for growth and continuous improvement
  • Ensure that we take a full Direct to Consumer approach to drive Comms and Acquisition in both eCommerce and our own retail/franchise stores.
  • Act as a key member of the DAT Leadership team to help shape and deliver the Europe DAT agenda in line with the strategic business plan
  • Manage the Europe CRM budget to ensure all spend delivers impactful acquisition and engagement activities
  • Key Relationships:

  • Digital Activation
  • Media Activation
  • Europe eCom and Retail channel teams
  • Global Digital Product teams – comms, acquisition
  • Analytics
  • Legal
  • Knowledge, Skills and Abilities :

  • Experience in leading a large-scale Brand CRM program across multiple countries and languages, covering automated, triggered and calendar-based CRM journeys and activities
  • Track record of driving both engagement and revenue in a Brand environment using CRM programs, including email and other outbound push channels
  • Strong analytical skills that showcase the use of Data to Insights to Action
  • Experience and comfort with driving a cross-functional program, influencing stakeholders and enabling change throughout an organization
  • Experience driving change management across a team across process, systems and mindset
  • An ability to present concepts and plans to senior leaders to secure buy in
  • Familiarity with GDPR regulation
  • Experience in leading a team with a focus on people development and empowerment
  • Requisite Education and Experience / Minimum Qualifications:

  • 10+ years in CRM B2C/Digital marketing
  • 4+ years of leading teams
  • Working knowledge of enterprise email marketing platforms, experience with SalesForce Marketing Cloud a plus
  • At adidas we have a winning culture. But to win, physical power is not enough. Just like athletes our employees need mental strength in their game. We foster the athlete‘s mindset through a set of behaviors that we want to enable and develop in our people and that are at the core of our unique company culture – the 3Cs: CONFIDENCE, COLLABORATION and CREATIVITY.

  • CONFIDENCE  allows athletes to make quick decisions on the field, to reach higher. For us at adidas confidence means acknowledging that we don’t have all the answers. But we are willing to take risks, we try new things. And if we fail, then this is part of our learning – it helps us improve.
  • COLLABORATION . Every elite athlete relies on partners: coaches, teammates, and nutritionists. We, too, know that we are stronger together. Winning as one team takes open and candid dialogue, inclusiveness and trust in each other’s abilities and talents.
  • Being the best sports company in the world takes  CREATIVITY . No great athlete succeeds by copying their predecessors’ training plans and strategies. We have to be open to new ideas, explore, gain an edge and stand out. Only then can we succeed.
  • adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

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