Senior Director Consumer Engagement

Purpose & Overall Relevance for the Organization

The Senior Director, Consumer Engagement will lead the transformation and integration of CRM and Membership into a unified, data-driven function focused on maximizing customer lifetime value across the adidas North America marketplace. This role will champion the consumer, leveraging first-party data, loyalty programs, strategic partnerships, and audience-based planning to drive omnichannel growth and deepen brand relationships.

 

 

Key Responsibilities

 

Strategic Leadership & Vision

• Define and execute the future-state roadmap for Consumer Engagement, integrating CRM and Membership under a single strategic vision.
• Champion the use of first-party data to deliver personalized, high-impact experiences across DTC, retail, and wholesale channels.
• Serve as the strategic connector for Consumer Engagement between global digital capabilities and market-level business needs.
• Forward thinking and growth minded.  Pushing our capabilities and capacity through new approaches, experimentation, and new technology.
• Recruit, mentor, and develop a team of CRM and Membership experts, fostering a culture of innovation, collaboration, and continuous learning to build a best-in-class Consumer Engagement function.

Consumer-Centric Growth

• Drive acquisition, engagement, and retention strategies that increase customer lifetime value (CLTV).
• Innovate and evolve the adidas Membership program, including the development of new activation levers, benefits, and experiential rewards to drive deeper engagement and loyalty.
• Lead omnichannel expansion of CRM and Membership programs, ensuring relevance across digital and physical retail environments.
• Set and manage growth targets aligned with broader business objectives.

Partnership & Collaboration

• Represent adidas Consumer Engagement needs in strategic negotiations with key partners.
• Collaborate cross-functionally with Brand, Retail, eCommerce, Media, and Global teams to ensure alignment and shared impact.
• Partner with Finance and Global Membership to evolve performance modeling and long-range planning metrics (e.g., CPA, CLTV).
• Partner with key stakeholders to explore, develop, and execute opportunities to grow and leverage our 1st party and partner data.

Operational Excellence

• Guide the development and execution of scalable, cost-effective, and locally resonant engagement programs.
• Ensure governance and prioritization of global Consumer Engagement initiatives based on market needs and impact.
• Own and manage the Consumer Engagement budget, including forecasting, and demonstrate a strong understanding of the financial drivers of the business to ensure a positive return on investment for all initiatives.

 

 

Key Relationships

• Local Brand Marketing - Digital Activation, DTC Retail Marketing, Brand Studio NAM, Brand Communications, Media
• Commercial Channel Teams
• Global Digital – Membership, Consumer Engagement, Product Owners

 

 

Knowledge, Skills and Abilities

• Proven leadership in CRM, loyalty, or consumer engagement roles, ideally in a retail or DTC environment.
• Deep understanding of data-driven marketing, customer segmentation, and lifecycle management.
• Experience with enterprise level CRM systems, Customer Data Platforms, Data Clean Rooms, and analytics tools.
• Strong strategic thinking, with the ability to translate insights into actionable plans.
• Excellent communication, negotiation, and stakeholder management skills.
• Experience with omnichannel marketing and integrating digital and physical consumer journeys.
• High comfort with analytics, performance modeling, and financial planning.

 

 

Requisite Education and Experience  

• Bachelor’s or Master’s degree in Marketing