Manager, CRM & Audience

This role drives and owns CRM planning and operation under the DCX function. It supports CRM campaign launches and operationalises ONE eCom Calendar connected to all CRM products, including Email Newsletters, Push Notification and In-app Messaging. It works with Membership & Consumer Engagement on programmes and offers for brand and product launches and general audience engagement across the channels.

• Operationalise the CRM calendar based on the plan and inputs aggregated by the Campaign Manager.
• Plan, set up and launch selected CRM campaigns and provide category coverage as designated by the Campaign Manager, including membership activation and relevant consumer engagement programmes.
• Collect and vet all assets and copy, including translations and other relevant materials required for campaign set-up, coordinating across Global, EM, SEA and country teams as necessary.
• Support securing audience genes and cohorts for each campaign, including analytics requests on specific EUCI data.
• Validate mock-ups against the brief and perform necessary pre- and post-launch activities across Digital Operations teams.
• Manage the end-to-end JIRA project board and SLAs across JIRA APAC-OPS—Campaign Ops, JIRA EMDAS-Consumer Engagement Analytics and adidas admin ACS.
• Co-create and work closely with consumer engagement teams on initiatives and execute on owned platforms and channels.
• Review performance of cohorts and genes with the CE team, continually enhancing the audience base mapped to campaigns and categories.
• Collaborate with brand teams to build and execute relevant content plans and formats to maximise CRM channel revenue, including reactive tactics to capture trends and consumer moments.
• Track and manage the CRM budget to ensure maximum effectiveness (ROI) and adherence to thresholds (OOH impact)
• Monitor costs monthly, ensure proper accounting/recharging to cost centres, track and review the Marketing Working Budget with key stakeholders, and perform administrative work for relevant suppliers and agencies.

• Minimum 7 years of professional experience.
• At least 3 years of experience managing eCommerce, social, CRM, email marketing or any relevant campaign management in a brand, e-marketplace, or advertising agency/digital enabler environment.
• Substantial and proven experience in marketing budget management.
• Strong operational digital marketing profile capable of building detailed activity plans.
• Deep understanding of online consumer behaviour and shopping experience.
• Proven experience planning campaigns and executing on digital product frontends with hands-on involvement in execution.
• Good analytical skills and understanding of the eCommerce landscape, building consumer journeys and audience engagement.
• Great attention to detail.
• Fluency in English.
• Ability to challenge the status quo and drive continuous improvement.

• Exposure to UI/UX-related functions, loyalty marketing, social or digital marketing is highly appreciated.
• Any local SEA language is a plus.
• Exposure to managing multiple markets is a plus.

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