Manager Media & Consumer Engagement

Role Overview

The Manager of Media & Consumer Engagement is responsible for shaping and executing adidas India's consumer engagement blueprint across paid media and owned channels. This role drives strategic planning and optimization of brand media investments while enhancing customer relationships through CRM, the adiClub Membership, and tailored communications.

Key Responsibilities

• Formulate integrated media strategies for top and mid-funnel campaigns aligned with business goals.
• Collaborate with media agencies to establish audience targeting, channel distribution, budget allocation, and campaign schedules throughout the marketing calendar.
• Ensure media planning is data-driven, audience-centric, and campaign performance is continuously optimized.
• Track campaign effectiveness, analyze results, and suggest improvements for future media allocations.
• Identify emerging media platforms and consumer trends to drive innovation and elevate brand presence.
• Lead annual media budget planning and forecasting with Brand Communications leadership.
• Direct CRM strategies and execution across email, push notifications, SMS, and other owned channels.
• Grow and engage the adiClub membership through personalized customer journeys enhancing loyalty and retention.
• Create lifecycle communication plans targeting acquisition, activation, engagement, loyalty, and repeat purchases.
• Integrate CRM efforts with brand and commercial campaigns for a cohesive consumer experience.
• Manage membership benefits’ activation and engagement to maximize member value.
• Continuously enhance personalization, segmentation, and automation in consumer communications.
• Benchmark best industry practices and adopt new technologies and engagement channels.
• Analyze consumer behavior, campaign outcomes, and membership data to generate actionable insights.
• Construct audience segmentation frameworks to improve targeting and campaign efficiency.
• Develop dashboards and reports covering media performance, CRM success, and membership KPIs.
• Collaborate with analytics teams to assess consumer journeys, uncover growth opportunities, and improve digital experience.
• Lead a test-and-learn culture, leveraging data to optimize media and CRM activities.
• Work closely with Brand Communications, Sports Marketing, Retail, eCommerce, Digital, Analytics, and Technology teams for integrated marketing delivery.
• Coordinate with Global and Emerging Markets teams to adapt strategies for the Indian market.
• Manage partnerships with media, CRM, and analytics agencies across all phases from planning to optimization.
• Ensure governance and operational alignment among global, regional, and local stakeholders.
• Promote a consumer-first and data-driven marketing mindset throughout the organization.

Key Internal and External Relationships

• Internal: Brand Communications, Sports Marketing, eCommerce, Retail, Consumer & Digital Analytics, Technology, Product, Finance, Omni-channel teams.
• External/Regional: Media Agencies, CRM & Marketing Automation partners, Global Membership and Media teams, Emerging Markets CRM & Membership teams, Social, PR & Newsroom partners.

Experience and Required Skills

• 7 to 10 years in Brand Media, CRM, Consumer Engagement, or Digital Marketing roles.
• Proven track record in creating integrated media strategies and consumer engagement programs for top consumer brands.
• Experience managing media agencies, CRM platforms, and cross-functional marketing endeavors.
• Solid grasp of full-funnel marketing, consumer lifecycle management, and evaluating media effectiveness.
• Preferred experience working within global or matrix organizational structures.

Technical Proficiencies

• Familiarity with Adobe Analytics, Google Analytics 360.
• Experience with CRM and marketing automation platforms.
• Skills in data visualization tools like Tableau, Power BI, or MicroStrategy.
• Knowledge of SQL preferred.
• Experience with Appsflyer and personalization platforms.
• Familiarity with Qualtrics or Voice of Customer tools.

Reporting Structure

This role reports directly to the Director of Brand Activations.

Equal Opportunity Statement

adidas values diversity and inclusion, fostering an environment free from harassment or discrimination, and is committed to equal employment opportunities for all candidates and employees.