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  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.________________________________________Key

Responsibilities Consumer Insights Leadership Enterprise Consumer Intelligence Strategy
• 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.

Research & Insight Generation Own and govern the end-to-end consumer insights practice across multiple methodologies including:
• Qualitative Researcho    Focus Groups & In-Depth Interviewso    Shop-Alongs & Consumer Immersionso    Online Communities & Digital Diaries
• Quantitative Researcho    Brand Trackingo    Usage & Attitude Studieso    Segmentation & Concept Testingo    Pricing Research & Conjoint Analysiso    Market Sizing & Opportunity Assessments
• Behavioral Researcho    Digital Analytics & E-Commerce Behavioro    Customer Journey Analytics & Conversion Funnel Analysiso    Path-to-Purchase Research
• In-Market Researcho    Retail Experience Studies o    Store Intercept Programs & Shopper Missionso    Mystery Shopping & Marketplace Evaluation so    Competitive Benchmarking
• Spatial & Location Intelligenceo    Trade Area Analysis & Consumer Mobility Analysiso    Site Selection Intelligenceo    Geographic Demand Forecasting & White Space Opportunity IdentificationAI & Synthetic Research Innovation
• 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.________________________________________Marketplace Development Leadership Strategic Marketplace Planning
• 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.

Marketplace Intelligence & Project Execution
• Integrate consumer, competitive,…