Manager, CRM & Audience

The Manager, CRM & Audience sits within the Digital team under the DCX function and drives and owns CRM planning and operation. The role operationalises a single eCommerce CRM calendar connected to all CRM products — email newsletters, push notifications and in-app messaging — supporting brand and product launches as well as general audience engagement. It works closely with Membership & Consumer Engagement on programmes and offers, and covers the markets of Thailand, Indonesia, Philippines, Singapore, Malaysia and Vietnam.

• Operationalise the CRM calendar based on the plan and inputs aggregated by the Campaign Manager.
• Plan, set up and launch selected CRM campaigns, providing 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 materials required for campaign set-up, coordinating across global, emerging markets, SEA and country teams as needed.
• Secure audience genes and cohorts for each campaign, including raising analytics requests on specific EUCI data.
• Validate mock-ups against the brief and perform required pre- and post-launch checks across Digital Operations teams.
• Manage the end-to-end JIRA project board and SLAs across the relevant APAC OPS, consumer engagement analytics and admin boards.
• Co-create and deliver consumer engagement initiatives on owned platforms and channels in close cooperation with consumer engagement teams.
• Review cohort and gene performance with the consumer engagement team and continuously enhance the audience base mapped to campaigns and categories.
• Collaborate with brand teams to build and execute content plans and formats that maximise CRM channel revenue, including reactive tactics that capture trends and consumer moments.
• Track and manage the CRM budget, ensuring spend is effective in ROI terms and within thresholds, monitor monthly costs, ensure proper accounting and recharging to cost centres, review the marketing working budget with key stakeholders
• And handle administrative work for relevant suppliers and agencies.
• Liaise with internal stakeholders including the SEA brand team, SEA eCommerce buying, EM Digital Ops, EM CRM, EM CX and EM Analytics, as well as external eCommerce service providers.

• Minimum 7 years of professional experience, with at least 3 years managing eCommerce, social, CRM or email marketing, or comparable campaign management in a brand, e-marketplace, advertising agency or 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 the shopping experience.
• Proven experience planning campaigns and executing on digital product frontends with hands-on involvement in execution.
• Good analytical skills, an understanding of the eCommerce landscape, and the ability to build consumer journeys and audience engagement.
• Great attention to detail.
• Fluent in English.
• Ability to challenge the status quo and drive continuous improvement.

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

Adidas states that embedding diversity, equity and inclusion into its culture and talent processes gives employees a sense of belonging and the brand a real competitive advantage.