Manager, Omni-channel Consumer

Manager, Omni-channel Consumer Experience

PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION

This role ensures adidas delivers best‑in‑class activations at the lower funnel, converting consumer engagement into purchase, loyalty, and measurable business growth across all channels.

KEY RESPONSIBILITIES

• Execute integrated campaigns and activations across Own Retail, Franchise, Wholesale, and eCommerce channels in line with Global/SEA retail marketing guidelines.
• Identify key campaigns, product launches, and local events to drive consumer engagement and commercial KPIs.
• Plan and deliver in-store activations and promotions aligned with the brand calendar and commercial needs.
• Integrate digital and offline experiences, leveraging adiclub membership
  , hyperlocal storytelling, and eCommerce-specific content.

• Support the eCommerce channel by creating locally relevant stories and moments, supplementing the SEA hub team’s execution.
• Develop online-first activations and digital campaigns that enhance traffic, conversion, and consumer loyalty.
• Ensure seamless synergy between physical retail and online platforms, optimizing omnichannel consumer journeys.
• Monitor and report on eCommerce activation performance, including traffic drivers, conversion metrics, and digital engagement KPIs.

• Build strong relationships with mall partners to secure prime advertising and event placements that boost store traffic.
• Lead and continuously improve consumer experience initiatives (e.g., Made For You) to achieve retail and brand KPIs.
• Manage ad hoc projects aimed at enhancing both in-store and online shopping experiences.

• Manage and report Marketing Working Budget (MWB) and Sales Working Budget (SWB) to ensure cost-effective planning and impactful brand presentation.
• Work with wholesale teams to optimize budget allocation for better brand visibility and conversion.
• Brief and manage agencies to ensure seamless campaign development, production, and installation.

• Deliver comprehensive reporting, including post-campaign analyses and monthly activation reports with KPIs, retail trends, market insights, and competitor analysis.
• Provide actionable recommendations through Keep-Start-Stop analysis and continuous improvement frameworks.
• Track and evaluate both offline and online activation spending to maximize ROI

KPIs:

• Retail Performance:
  Net Sales, Conversion, and Traffic vs. benchmarks
• Activation Excellence:
  Brand and commercial activations delivered on time and in full
• Omnichannel
  
  Experience:
  
  Seamless consumer journey across Own Retail, Franchise, and eCommerce
• Membership & Engagement: adiclub and CE Spaces (MFY) contribution to store/channel sales
• Budget Management:
  Effective management of MWB and SWB in line with plan
• Incremental Growth:
  Sales and traffic uplift compared to benchmark number

KNOWLEDGE, SKILLS AND ABILITIES:

• Analytical & Data-Driven
• Project & Campaign Management
• Consumer-Centric Mindset
• Financial & Budget Discipline

KEY RELATIONSHIPS:

• Cluster Teams:
  Brand Communication, Digital Activation, Membership, CTC, eCom Digital Consumer Experience
• Country Teams:
  Category Leads, Channel Teams (eCom, Own Retail, Franchise, Wholesale), Brand Communications, Visual Merchandising, Brand Partners Lead

EDUCATION AND EXPERIENCE /

MINIMUM QUALIFICATIONS:

• Bachelor’s degree in Marketing, Business, Communications, or related field (Master’s a plus)
• 5+ years’ experience in retail marketing, brand activation, or eCommerce/digital consumer experience
• Proven success in multi-channel campaign execution and project management
• Strong digital and omnichannel expertise, integrating offline and online consumer journeys
• Demonstrated ability in budget management, data analysis, and driving measurable ROI