Senior Manager Retail Marketing Y-3 Area: GCA Department: Offline Channels Direct Reporting Line: Director Retail Marketing Indirect/Secondary Reporting Line: Subsidiary/Country: GCA Location: Shanghai GSMS Grade: M3 Number of Personnel Managed: Cost Center/Budget and/or Revenue Responsibility: <div style="border:none;border-bottom:solid windowtext 1.0pt;padding:0.0in 0.0in 1.0pt 0.0in"> </div> Purpose & Overall Relevance for the Organization: <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Y-3 is a premium fashion sportswear brand co‑created by legendary designer Yohji Yamamoto and Adidas, known for its avant‑garde, minimalist, and functional aesthetic. We are looking for a Retail Marketing Senior Manager to lead the brand’s retail marketing strategy in Greater China, with a strong focus on CRM activation. This role will drive end‑to‑end membership engagement, unify offline customer experiences, and build loyalty and sales growth among Y‑3’s high‑end clientele.</li> </ul> <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="color:black;margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Lead and steer the execution of the GCA/Global Brand Strategy locally through consistent deployment and development of GCA sign-off set up and the retail marketing plan also toolkits throughout the GCA country clusters, delivering into all relevant Brand and Commercial KPIs.</li> </ul> Key Responsibilities: 1. CRM Strategy & Membership Activation (Core Focus) · Develop and execute the annual CRM strategy for Y‑3 in China, covering the full customer lifecycle – acquisition, retention, repurchase, and win‑back. · Design and optimise the membership tier system, points economy, and exclusive benefit structure to strengthen high‑value customer loyalty and lifetime value. · Plan and deliver CRM campaigns including member days, priority access to limited‑edition drops, and exclusive member sales during key promotional windows. · Leverage data‑driven precision marketing (RFM segmentation, audience profiling) to increase conversion and repurchase rates. 2. Omni‑Channel Retail Marketing Integration · Collaborate with retail operations and brand marketing/CRM teams to ensure seamless CRM execution across offline stores · Drive omni‑channel member experience design, e.g., in‑store member & VVIP events…etc. · Align CRM activation with Y‑3’s premium positioning – plan member‑only experiences around co‑branded product launches and brand events. 3. Data Insights & Performance Measurement · Build a member health dashboard tracking key metrics: acquisition rate, active rate, repurchase rate, member sales contribution, NPS, etc. · Use CDP and analytics tools to derive consumer behaviour insights, supporting merchandising and marketing decisions. · Deliver regular CRM performance reports and continuously optimise campaign ROI. 4. Team & Cross‑Functional Collaboration · Co-work with the retail marketing commercial activation function to achieve CRM goals. · Liaise closely with Adidas Greater China membership team and global Y‑3 brand team to align local CRM strategy with global brand direction. · Manage external CRM system vendors and service providers to ensure platform stability and continuous improvement. <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Collaborate with GCA CE team, BUs, Brand coms, MOPs and CTC team to ensure smooth and high-quality GCA sign-off set up twice a year.</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Develop retail marketing toolkits and guidelines based on GCA annual retail marketing plan and seasonal ISC calendar of GCA country clusters, supporting both the global brand priorities and category needs.</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Cooperate with GCA country clusters omni channel - retail marketing team to understand their market, retail and MWB plan to determine how marketing campaigns and ISC materials “come to life” at retail by creating executional campaign guidelines.</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Manage and review budget with supervisor for monthly campaigns guideline creations and GCA sign-off set up in accordance to MWB plan. </li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Facilitate the internal and external communication of the developed retail marketing plans within the organization.</li> <li style="color:black;margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Provides analysis of the results of the key retail marketing initiatives</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Manage and maximize with NTP team on all key vendors partners, including but not limited to: Creation, Props, POP, Retail Activation, etc. to ensure that the partnerships are maximized. </li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Work with the GCA CE HUB and GCA CE team in resolving issues related to retail store development, in-store communication and visual merchandising activities.</li> <li style="color:black;margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Provides leadership for horizontal as well as vertical reports</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Other job-related work assigned by supervising manager</li> </ul> KPIS <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">On-time, high quality implementation GCA sign-off</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">On-time, high quality and cost effective deployment of in-store communication program</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif"><a name="_Hlk26373279"></a>Meet GCA sales target.</li> </ul> Key Relationships: <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">GCA Brand Communications</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">GCA CRM</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">GCA BUs</li> <li style="margin:0.0in 0.0in 0.0in 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">GCA Visual Excellence /VD</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">GCA MOPs</li> <li style="color:black;margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">GCA Retail Design</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">GCA Channel</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Region Retail Marketing</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Global brand</li> </ul> Knowledge, Skills and Abilities: <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Excellent verbal and written communication skills (both English and Mandarin)</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Strategic mindset with strong executional abilities</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Excellent presentation skills</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Excellent leadership and cross-functional management skills</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Strong aesthetic and styling sense</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Ability to balance aesthetics with business acumen</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Excellent skills in motivating, coaching and engaging teams</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Ability to plan, prioritize and organize</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Works well under pressure</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Proactive with a positive attitude</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Advanced user of MS Office suite of products</li> </ul> Requisite Education and Experience / Minimum Qualifications: <ul style="margin-top:0.0in;margin-bottom:0.0in" type="disc"> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">6‑10 years of experience in retail/fashion/luxury marketing or CRM, with at least 3 years specifically in CRM/VIC membership operations or CRM activation.</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Extensive understanding of GCA retail business, retail implementation and retail marketing</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Knowledgeable about GCA fashion and international fashion. An interest and desire to participate in and learn about sports & fashion</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">University Degree or above. Preferably in a marketing or communications related discipline.</li> <li style="margin-top:0.0in;margin-right:0.0in;margin-bottom:0.0in;font-size:10.0pt;font-family:'Times New Roman', serif">Passion for Fashion & Sports.</li> </ul>

Senior Manager Retail Marketing Y-3 (Shanghai, SH, CN) @ adidas

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