Area: Market GCA Department: Brand Marketing / Membership Direct Reporting Line: Director, Membership Operations Subsidiary/Country: GCA Location: Shanghai Purpose & Overall Relevance for the Organization: This role is responsible for leading offline membership operations across both own retail stores and franchise stores. This role will define and execute a comprehensive offline membership strategy aligned with annual membership objectives, driving sustainable growth in store traffic, member acquisition, engagement, and conversion. The role plays a critical part in building a strong, data-driven offline membership ecosystem and delivering a consistent, high-quality member experience at scale. Key Responsibilities: Offline Membership Strategy & KPI Management <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Develop the annual offline membership strategy in line with overall membership vision, business priorities, and growth targets</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Define differentiated membership strategies and operating models for own retail stores and franchise stores</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Establish, cascade, and manage core offline membership KPIs (e.g. member acquisition, active rate, conversion, repeat purchase, member sales contribution)</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Regularly review performance and drive continuous optimization through structured business reviews</li> </ul> Offline Membership Campaigns & Activation <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Own the planning and execution of offline membership campaigns and activities, including member-exclusive events, activations, and loyalty initiatives</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Drive increased store traffic, member engagement, recruitment, and purchase conversion through impactful offline programs</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Continuously optimize campaign mechanisms and member experience based on performance results and consumer insights</li> </ul> Store & Channel Collaboration <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Partner closely with own retail teams and account sales team to ensure effective implementation of membership strategies at store level</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Enable alignment, capability building, and best practice sharing across regions and stores</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Influence store leadership teams to strengthen member-centric mindset and execution excellence</li> </ul> Cross-Functional Collaboration & Project Management <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Work cross-functionally with Brand Comms, Digital, Tech, and Legal teams to deliver integrated membership initiatives</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Lead end-to-end project management for key offline membership programs, ensuring timelines, quality, and outcomes are met</li> </ul> Key Relationships <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Brand Marketing</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Own Retail & Account Sales Team</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Digital / Tech Teams</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Legal and other supporting functions</li> </ul> Knowledge, Skills and Abilities <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Strong strategic thinking and end-to-end planning capability with a clear understanding of offline retail membership models</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Advanced data analysis skills with the ability to translate insights into tangible business actions</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Proven and mature experience in offline retail membership or loyalty program management</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Excellent communication, influencing, and stakeholder management skills</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Strong ownership mindset, result orientation, and project management capability</li> </ul> Requisite Education and Experience / Minimum Qualifications <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Bachelor’s degree or above in CRM, Marketing, Business Administration, or a related field</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">5–8 years of relevant experience in membership operations, loyalty programs, or offline retail operations; brand or large-scale retail experience preferred</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Solid understanding of CRM systems and member data applications</li> <li style="margin-bottom:8.0pt;margin-top:0.0in;margin-right:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Proficiency in both written and spoken English</li> </ul>

Senior Manager, Membership Operations (Shanghai, SH, CN) @ adidas

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