New-Digital Experience Manager-adidas BJ SLT BC

Digital Manager – adidas Beijing SLT Brand Center

Area: GCA

Department: Retail

Direct Reporting Line: Senior Consumer Experiences Manager

Location:  Beijing

GSMS Grade: SMC

Number of Personnel Managed: 2                        

Purpose & Overall Relevance for the Organization:

1. Enhanced consumer in-store shopping experience and member experience.
2. Digital experience deployed and activated.
3. Provide a one-of-a-kind experience for our brand centre and Creators Club consumers.
4. Leading on overall consumer engagement plans which drive increased conversion rates.
5. Provides innovative ideas to develop experiences that showcase our brand.
6. To manage the end-to-end service experience of all consumer touchpoints.

Key Responsibilities:

1. Responsible for the execution of all digital experience’s touchpoints i.e., Hype destination, Concierge, 24/7 window, Sound lab, Beijijng lab, RFID (FTW wall, Smart mirror, Smart FR), Interactive digital floor, Kids gaming as well as providing expertise.
2. Developing holistic consumer journeys and shaping all consumer touchpoints: digital interactions, to drive consumer conversion rates across all stages of engagement.
3. Track, oversee and optimize all consumer interactions.
4. Foster consumer loyalty through high-quality interactions at each step and touchpoint.
5. Responsible for improving the experiences consumers have with adidas, with the goal of increasing consumer satisfaction, brand engagement and conversion.
6. Accountable for the seamless execution of in-store activations events, in collaboration with the Activations Manager, omni channel manager, VM Manager and Retail Manager.
7. Partners with all Managers to ensure a unique brand center experience at the key touch points and consults to provide suitable training, scheduling, and feedback for the Expert staff.
8. Supports and coach’s leadership to create a highly engaging and impactful shopping experience by adhering and elevating operational standards and process.
9. Understands the behavior and patterns of the brand center’s consumer base, draws conclusions from this and consults store teams to meet or exceed consumer expectations continuously.
10. Provide feedback to all store teams on execution of service model across all departments.
11. Creates and drives a service culture by ensuring all activities are centered on the consumer.
12. Positively communicates and role models the adidas Brand Values.
13. Positively influences all business stakeholders by offering suggestions and ideas on ways to improve operations and processes.
14. Communicates a desire to learn and seizes all available opportunities to drive own development and increase performance.
15. Drive appropriate level of audience segmentation to deliver personalised and relevant consumer touchpoints
16. Take responsibility for regular updates of the effectiveness of these plans against targets and adapt all communication plans to reflect the changing needs of target audiences.
17. Drive the development of a reporting/meetings framework and tracking of results.
18. Lead on the development of consumer benchmarking tools and analysis, to understand activities undertaken by competitors with a focus on recruitment, events, communication and overall consumer touch points.

Key Relationships:

1. Equipment supplier,RFID supplier, Digital and window supplier, Consumers, Peers, Key Retail Support Functions i.e., Marketing Activations, VM, Operations, Vendors and Supports Functions, Beijing Key City Team.
2. Accountable for the seamless execution of in-store activations events, in collaboration with the Activations Manager, omni channel manager, VM Manager and Retail Manager.

Knowledge, Skills and Abilities:

Requisite Education and Experience / Minimum Qualifications:

1. 4-year college or university degree in marketing, business, retail management, or related field.
2. Minimum 5 years’ digital consumer experience working in a sports/fashion consumer & commercial focused retail environment with a minimum 3 years of leadership experience.
3. Experience in managing high level digital experience & retail image & delivering consumer in-store experience.
4. Experience in people management, leading and directing multiple team members in a busy task-oriented environment.