Director Marketplace Development and Consumer Insights

Purpose & Overall Relevance for the Organization

The Director, Marketplace Development & Consumer Insights serves as a strategic leader responsible for shaping the future growth agenda of adidas North America through deep consumer understanding, marketplace intelligence, and enterprise-wide strategic planning.

This role sits at the intersection of consumer behavior, commercial strategy, analytics, and innovation, leading the identification of emerging opportunities, risks, and growth vectors across channels, categories, consumers, and geographies.

The Director is accountable for establishing a world-class Consumer Insights capability spanning qualitative, quantitative, behavioral, location-based, synthetic, and AI-enabled research methodologies. Through the translation of insight into action, this role drives enterprise decision-making and influences priorities across Brand, Commercial, Product, Strategy, Finance, and Executive Leadership teams.

In parallel, this role leads Marketplace Development efforts to shape the future marketplace ecosystem, ensuring adidas remains competitive, consumer-led, and differentiated across physical and digital channels.

• * Establish a comprehensive consumer intelligence ecosystem connecting consumer needs, motivations, barriers, behaviors, and purchase drivers to business decision-making.
• * Translate complex consumer, market, and competitive dynamics into actionable strategic recommendations for senior leadership.
• * Identify future growth opportunities through consumer trend forecasting, whitespace analysis, and emerging market identification.
• * Serve as the organization's thought leader on consumer behavior, retail trends, and marketplace evolution.

• * Own and govern the end-to-end consumer insights practice across multiple methodologies including:

• o Focus Groups & In-Depth Interviews
• o Shop-Alongs & Consumer Immersions
• o Online Communities & Digital Diaries

• o Brand Tracking
• o Usage & Attitude Studies
• o Segmentation & Concept Testing
• o Pricing Research & Conjoint Analysis
• o Market Sizing & Opportunity Assessments

• o Digital Analytics & E-Commerce Behavior
• o Customer Journey Analytics & Conversion Funnel Analysis
• o Path-to-Purchase Research

• o Retail Experience Studies
• o Store Intercept Programs & Shopper Missions
• o Mystery Shopping & Marketplace Evaluations
• o Competitive Benchmarking

• o Trade Area Analysis & Consumer Mobility Analysis
• o Site Selection Intelligence
• o Geographic Demand Forecasting & White Space Opportunity Identification

• * Establish synthetic research methodologies as a complementary capability to traditional consumer research.
• * Develop frameworks for hypothesis generation, testing, validation, and decision support using AI-powered consumer intelligence.
• * Drive innovation in predictive consumer analytics, synthetic audiences, and simulation-based decision making.

• * Identify growth opportunities across channels, consumers, categories, geographies, and key cities.
• * Develop strategic recommendations regarding market expansion, investment prioritization, distribution strategy, and marketplace optimization.
• * Lead analyses assessing marketplace attractiveness, competitive positioning, consumer demand potential, and commercial opportunity.

• * Integrate consumer, competitive, market, financial, and business intelligence into a unified strategic view of marketplace performance.
• * Continuously assess evolving marketplace conditions and proactively identify emerging risks and opportunities.
• * Lead high-priority, cross-functional strategic initiatives from opportunity identification through execution and operationalization.

• * Act as a trusted advisor to senior leaders across Commercial, Brand, Finance, Product, Business Development, Operations, and Strategy functions.
• * Influence decision making through fact-based recommendations, compelling storytelling, and executive-ready insight synthesis.
• * Represent Consumer Insights and Marketplace Development within senior leadership forums and strategic planning processes.

• * Brand
• * Product Creation
• * Commercial…