PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION:
CONFIRMED app is adidas’ home for pinnacle lifestyle consumers & operates as the brand’s owned digital boutique. The role of Director CONFIRMED – Growth Marketing is responsible for building and cultivating the most engaged and valuable community of lifestyle, fashion, and sneaker early adopters in the industry.
In this role you will define and execute acquisition and retention strategies for meaningful channel growth and collaborate with a network of teams to bring them to fruition. The role requires an obsessive quantitative and qualitative understanding of the consumer’s needs, wants and desires to nurture and grow our relationship. As a global function, this role will set CONFIRMED’s growth strategy across the full funnel to grow our quality user base, further develop the active base we have and will oversee the annual plan development, and delivery of tools and experiences globally.
To be successful in this role, you will establish and build collaborative relationships in a highly networked, cross-functional team spanning both global and local functions. You will bring with you the curiosity, pragmatism and bias for action which is needed to drive entrepreneurial change.
KEY RESPONSIBILITIES - Scope : Own CONFIRMED’s user base. Accountable to defining and executing mid to long term strategic growth plans (reach, acquire, convert, retain and serve) to support overall sustainable channel growth. This is a functional team lead, and overall leadership role on CONFIRMED.
Leadership, team development, performance management:
- Set a clear vision for the team
- Manage & lead a high performing team. You will bring focus, clarity of direction, an ability to implement the right structures & processes, and foster a strong team culture
- Lead a diverse team. Have a view on individuals, delegation approach, and results management. Ensure team is achieving results, empowered and being coached and developed.
- Manage senior stakeholders across the business to ensure alignment and that necessary support and enablers are being unlocked
- Lead change management
Develop mid to long term growth strategies to achieve business ambitions:
- Laddering into CONFIRMED’s overall business goals, this role is responsible for defining the end-to-end user growth strategy and related targets & KPIs across short term (annual and quarterly), and medium term (1-2 years out)
- Develop and implement structures for monitoring performance. Cultivate a rich data mindset in the team
- Oversee testing agenda, identifying patterns and mining opportunities to improve acquisition effectiveness and consumer retention / relationship development
- Growth hacker approach, ability to drive results with limited investment
Voice of the Lifestyle Early Adopter & Sneaker Enthusiast consumer:
- Be consumer obsessed and approach things consumer first. Have a strong sensibility for this consumer focus area and how that translates into what we execute / action to the consumer
- Identify relevant emerging niches and opportunities for this consumer / cultural space
- Understand our current user behaviours & our target users behaviours and sensibilities
- Contribute quantitative and qualitative insights which drive improved understanding of consumer segmentation and sharper end execution
KNOWLEDGE, SKILLS, AND EXPERIENCE
Soft Skills:
- Entrepreneurial and creative mind set - always pushing to drive and ‘hack’ growth
- Visionary – Can set the bar high, have a clear view on what it takes to get there and can lead a team towards delivering
- Accountable – takes ownership and responsibility for successes and failures and translates them into learnings
- Dynamic and adaptable – thrives in fast paced, high pressure, ambiguous environment. Can turn untangle, complex situations into actionable activities
- Can work in a highly networked organization to get things delivered, with speed
- Ability to effectively influence (outside direct team)
- Structured, organized and process orientated
Hard Skills:
- Data backed thinking, ability to find stories and opportunities in numbers and turn them into action plans
- Full funnel marketing understanding, with experience in developing growth strategies, strategic cohorts, holistic consumer journeys, and understand CLTV & customer lifecycles
- Strong written and verbal communication skills. Confident presenting to stakeholders at senior organizational levels (up to board) both in person and remotely
- Understanding of legal and corporate governance matters to take on the necessary responsibilities
- Fluent in English both verbally and written (additional language is an advantage)
Education & Professional Experience:
- 8+ years of professional experience in related areas / fields, of which preferably 6+ years in marketing, digital marketing, growth marketing, loyalty / membership marketing
- Experience working with senior leadership (VP, SVP, Board level)
adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.
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