DIRECTOR, MEMBERSHIP

Purpose & Overall Relevance for the Organization:

·         MEMBERS FIRST is one of the key focus areas of our ‘Own the Game’ strategy and the Membership Team is central to embedding and executing this key strategic program. 

    The strategic objective is to transform the successful membership initiative to a APAC-wide global program at scale and to fuel the growth ambitions of the company. 

    The role will drive engagement & loyalty through constant innovation and careful curated value proposition aimed at exciting, engaging & satisfying our key consumer groups.

 

·         The Membership lead is responsible for driving the membership agenda across the organization. The role is expected to evangelize the organization by being the change 

         agent in the drive towards digital transformation and push. The role would work in a fast-paced and highly strategic environment with many opportunities to develop and to gain 

         exposure to and influence decision making at Senior Leadership levels. Success will rely on the ability to establish the fundamentals, build country membership organization, 

         and establish the interaction model with the various cross-functional teams and APAC to ensure that membership percolates through the organization.

 

Key Responsibilities

Strategy

·         Establish the new membership organization within the Country Organization

·         Execute the membership strategy for the country and keep the country cross- functional teams on the same page

·         Lead the organization transition to be data and consumer insights led to constantly personalize membership interactions

·         Lead the establishment of standard frameworks to measure membership

·         Establish ways of working/interaction model to drive Membership across all cross-functional teams

·         Lead conversations with APAC membership to ensure that membership proposition evolves continuously

·         Drive membership thought leadership across Early Access, Special Price, Member exclusive products, special promotions, etc in the country

·         Drive membership KPI’s to ensure the country achieves its membership ambition

 

·         Planning

·         Conceptualize and implement the membership strategy for the country in partnership with the APAC membership team

·         Own the adoption and implementation of all membership KPI’s to push the organization in the right membership discussion

·         Enable the creation of consumer journey that puts in place a scientific approach for interacting with consumers based on their stage in journey (personalized)

·         Oversee implementation of KPI's across engagement and monetization that would be tracked to understand the efficacy of campaigns and the program in general.

·         Work closely with Brand Activation, DBA, eCommerce, Retail, DPC, Franchise and other stakeholders to ensure membership is front and centre

·         Partner with APAC Brand Activation to make membership an intrinsic part of all communications

·         Manage budget for responsible categories with a clear rationale of allocation to various campaigns

 

Management

·         Ensure the Membership strategy is delivered as per timelines

·         Ensure all deliverables within the Membership initiatives are delivered in full

·         Collaborate with agency partners to ensure effective implementation of acquisition across existing and new channels including partnerships (where applicable)

·         Partner with cross – functional teams to leverage national campaigns

·         Collaborate with APAC to leverage developed intelligence and systems expertise

·         Partner with DBA Content team to leverage existing (adidas app) and to be rolled APP’s (Confirmed) to give consumers a consistent experience

·         Partner with agencies and be fact based in conceptualizing campaigns

·         Accountable for ensuring membership initiatives and deliverables are executed as per plan

Financial

·         Track and adhere to budget for relevant categories

·         Support business cases with clear rationale as and when needed

 

Systems and Processes

·         Understanding of the membership organization as a function of Global, APAC and country

·         Understanding of global brand GTM process

·         Understanding of Membership set up, CRM systems, CRM tools, adidas products and storytelling

·         Awareness of best practice tools in the industry to make consumer acquisitions and engagement more efficient

·         Awareness of how membership flows into all aspects of the organization

 

People Management

·         Build a high performing team with a focus on developing individuals to their full potential and creating a strong sense of belonging

·         Accountable for all membership projects

·         Own, share, and lead implementation of best practices

 

Key Relationships:

·         Brand Activation

·         Concept to Consumer

·         Retail

·         eCommerce

·         Digital Brand Activation

·         APAC Membership

 

Knowledge, Skills and Abilities:

·         Ability to work in a fast-paced environment with different international cultures

·         Ability to handle ambiguity and untangle complex situations into actionable activities

·         Solutions-oriented approach and entrepreneurial mindset

·         Distinctive pragmatic mindset and ability to prioritize high numbers of tasks with varying workload and importance

·         Strong interpersonal skills (communication, influencing, stakeholder management), especially when interacting with different levels of business

·         Good numerical and analytical skills

·         Solid understanding of digital landscape and KPIs

 

Requisite Education and Experience / Minimum Qualifications:

·         Bachelor’s in Engineering/Economics/Marketing/Business Administration preferred

·         8+ years of progressive Marketing/CRM/Membership/Loyalty/eCommerce experience in sports business, cosmetics, consumer goods, marketplaces, etc (Indicative)

·         Good story telling skills

·         Ability to excel in a matrix organisation

·         Fast learner, proactive working attitude, and strong project management experience

·         Proven ability of working with global and APAC organizations

Grace Moon :   moon@gracenpartners.com   02-567-7632