Marketing Manager, Loyalty & CRM

at  Adidas

Purpose & Overall Relevance for the Organization:
adiClub
adiClub is our free membership program that can be accessed globally and throughout the year. Built for a community that is passionate about sport, culture, and style – our members unlock member-only rewards, money-can’t-buy experiences, and access to products and discounts. Members get their hands on the best of adidas from day one. https://www.adidas.com.au/adiclub
The Role
The Marketing Manager, Loyalty & CRM, in our Melbourne-based marketing team leads the strategy and operations for the adiClub loyalty program and CRM channels. Through constant innovation, leaning on brand/event marketing and digital marketing principles, the Membership and CRM role is responsible for 1) attracting and acquiring members from our key consumer groups and 2) driving lasting engagement, interaction, and loyalty with the brand and adiClub program.
You will report to, and work directly with, the Senior Manager, Digital Activation, to refine a carefully curated value proposition which excites, engages and satisfies our key consumers. Leading one team member, the Senior Specialist, Loyalty & CRM, you will plan and deliver money-can’t-buy experiences for adiClub members, supporting key adidas brand campaigns, product launches and sporting moments. You will own the view of our consumer database and oversee the marketing operations and commercial targets for CRM channels – eDMs/emails & App push notifications.
You will work in a fast-paced, international, and highly strategic environment, alongside a team of creative, passionate, and collaborative marketers. You love sport (AFL, NRL, rugby union, soccer, running). You lead with data, you’re ambitious and you love to be on-the-go creating. You will play a pivotal role in connecting adidas consumer experiences online and offline, increasing adidas brand reach and advocacy in Australia and New Zealand.
Key Responsibilities:

Strategy

• Own the local strategy for adiClub in Australia & New Zealand, based on global/regional plan
• Refine the membership value proposition based on key consumer groups to acquire/engage
• Refine the membership points redemption program and offering, including identifying B2B partnership opportunities to maximise the offering
• Refine the acquisition strategy and identify data capture opportunities to grow the membership database
• Refine the communications strategy to be premium, personalised, and connected/omnichannel across all online and offline touchpoints (.com, App, retail)
• Refine the commercial strategy for membership, collaborating with eCommerce and retail channels to increase membership share of business and drive net sales
• Refine the commercial strategy for CRM channels (eDMs/emails and App push notifications) and lifecycle communication programs to maximise impact across eCommerce and retail channels
• Collaborate with Emerging Markets regional team, based on regional analytics and guidance
• Drive membership & CRM thought leadership in the Melbourne office

Planning

• Create and drive the annual membership & CRM marketing calendar
• Collaborate closely with product teams to plan members specific product assortment (early access to product launches or member exclusive product launches)
• Collaborate closely with brand marketing and sports marketing teams to plan member exclusive experiences (member access to events, experiences, partner/athlete meet & greets) and to identify data capture/acquisition opportunities
• Collaborate closely with digital, eCommerce and retail teams to plan CRM campaigns across eDMs/emails and App push notifications.
• Plan 2x annual adiClub weeks with a full offering of physical and virtual benefits/rewards
• Work closely with all marketing stakeholders to ensure membership & CRM activations are aligned and seamlessly timed to the broader marketing calendar

Leadership/Program Operations

• Lead and empower 1x team member, the Senior Specialist, Membership & CRM, to support the execution and operations of the local membership & CRM strategy
• Oversee all membership & CRM activations and communications to ensure they are on-brand, legally compliant, and delivered on-time in-full – including eDMs/emails, App push notifications, and eCommerce or retail membership experiences
• Lead the brief to external creative and media agencies for required membership activity
• Responsible for performance management, learning and development of the Senior Specialist, Membership & CRM

Program Performance

• Collaborate closely with analytics teams to forecast membership and CRM KPIs
• Manage membership & CRM KPI planning for marketing campaigns
• Regularly review membership & CRM dashboards to ensure all activity is meeting the set KPIs
• Share and champion membership & CRM program performance

Financial

• Responsible for a 6-figure membership & CRM annual budget
• Track and adhere to annual budget
• Support business cases with clear rationale as and when needed

Key Relationships:

• Pacific Brand – Brand Comms, Sports Marketing, Omnichannel Marketing, Concept-to-Consumer
• Pacific Retail
• Pacific eCommerce
• Emerging Markets – Digital Activation
• Global – Membership Operations
• External creative and media agencies

Knowledge, Skills & Abilities:

• Marketing knowledge and experience
• Ability to handle ambiguity and untangle complex situations into actionable activities
• Solutions-oriented approach and entrepreneurial mindset
• Pragmatic mindset and ability to prioritise between a high number of tasks with varying workload and importance
• Strong interpersonal skills (communication, influencing, stakeholder management, presentation)
• Good numerical and analytical skills
• Solid understanding of digital landscape and KPIs
• Experience with design or CRM programs, e.g. Adobe Photoshop, SalesForce Marketing Cloud is a plus (not mandatory).

Requisite Education & Experience / Minimum Qualifications:

• 6-8+ years of progressive marketing/CRM/membership/loyalty/eCommerce experience in sports business, cosmetics, consumer goods, marketplaces etc.
• Bachelor’s degree required
• Fluent in English (writing and verbal).
• IT skills: Outlook, Word: Basic; Excel and PowerPoint: advanced.

Please refer the Job description for details