Sr. Manager Consumer Engagement
Panama City, 8, PA
hace 18 horas

adidas works to have diversity, equity and inclusion mainstreamed in all its processes. Be advised that Panama’s current legal framework doesn’t include equal marriage and this may have some effects in certain immigration processes.

adidas makes a priority to ensure the right support for LGBTQ+ selected candidates to successfully join our company.


Based on the global CRM strategy, the Sr. CRM Manager will make the strategy locally relevant for the market doing so in partnership with a global CRM team and an ecomm operations team.

This person will also set overall brand KPIs related to CRM, broadly sharing these KPIs and working across the brand to achieve.

This role will work closely with key business units, helping them to bring key CRM strategies and plans to life focusing on acquisition and retention planning.

Will also help BU teams in development of effective content to service a more personalized and consumer-centric approach to engagement.


  • Bring the over-arching Digital Experience Dept ambition to life via a progressive CRM strategy, ensuring that the brand takes a more consumer-centric approach to key activations.
  • Work in partnership with the global CRM team on strategy and seasonal plan development. Utilize global’s existing tools and agencies, supplementing when necessary.
  • Work with key business units to ensure that CRM is a key component of major activation efforts.
  • Act as the key brand partner to the ecomm email operations team, working in partnership to bring consumer engagement activations to life.
  • Work closely with owned and wholesale retail teams on point-of-sale acqusition as well as at-retail engagement opportunties.
  • Utilize data and insights to deliver a better understanding of consumer shopping behavior, helping to drive strategies and activations based on this understanding.
  • Work with key technologies and tools to help in planning, activation, and analysis.
  • Be a progressive leader within the Digital Experience and Brand Activation teams, pushing to keep the consumer at the center of all activations.
  • Think outside of just email, helping cross functional teams innovate in consumer engagement.
  • Manage key CRM partner agencies, manage the CRM department budget, proactively participate in key brand milestone meetings, and provide regular analysis and recaps.
  • Help develop and grow the brand CRM team, including further developing a LAM-centric strategic approach, creation of a clear operating model, process building, agency / partner / technology selection, hiring of additional CRM professionals, and development of key KPIs.
  • Drive execution, timely delivery and optimal operations of the adidas membership program aligned with the global roll-out plan and operational processes.
  • Work with relevant local teams to assure quality & quantity of consumer rewards for the membership program

  • Transform known consumer acquisition into a priority in LAM, assuring that all key campaigns / activations undertake the necessary efforts to enrich and grow the known consumer base
  • Actively lead and act as an evangelizer for the dynamic content / personalization initiatives in LAM, assuring appropriate level of market buy-in and contribute to successful drive personalization forward, by connecting content, data / analytical models and all relevant front-end channels
  • Support implantation of all CRM campaign execution related topics in LAM assuring the smooth operations of all campaigns while driving the optimization of the relevant local business results
  • Collaborate in the co-creation process with the relevant global teams to create rich backlog across all the CRM products where the local team is contributing and together with global team drive timely and successful delivery of new functionalities & programs

  • Specialist in business or technical skills with detailed knowledge in some areas of work or systems
  • Broad & deep knowledge in own functional area, combining theoretical and practical knowledge
  • Strong interpersonal / communication skills and high level of strategic thinking.
  • Superior writing, research, presentation and project management skills.
  • Experience in CRM / consumer engagement
  • Ability to manage and / or collaborate with internal and external cross-functional groups.
  • Solid understanding of available CRM tools and platforms
  • Experience working in a data-driven organization
  • Solid understanding of consumer messaging and brand reputation.
  • Broad understanding of and passion for the sports and fashion / entertainment industry.
  • Strong written and verbal, presentation and organizational skills

  • 7 years
  • As manager of Experts 0 2 years management experience required
  • As manager of Admin / Tech Support minimum of 3 years management experience required
  • Degree in Marketing, Communications, PR or a related field. Master Degree / MBA a plus.
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