Director Ecom Consumer Experience & Engagement EM at adidas Group

Purpose & Overall Relevance for the Organization

• The Director eCommerce Consumer Experience & Engagement EM is responsible for defining and leading the Consumer Engagement, Digital Consumer Experience and Organic Search (SEO) strategy across Emerging Markets.
• The role drives a consumer-centric and data-led approach across Digital Experience, Membership, Personalization and SEO, leveraging consumer insights and analytics to improve discoverability, experience, engagement, conversion, loyalty and consumer lifetime value.
• By owning organic search alongside experience and engagement, the role connects how consumers find, navigate and stay loyal to adidas across the full digital journey. Working across a highly matrixed environment, the role partners with EM Clusters, Global teams and key stakeholders to scale best practices, accelerate digital capabilities and drive sustainable business growth.

Key Responsibilities:

Consumer Engagement & Experience Strategy

• Define and lead the Consumer Engagement & Experience strategy across Emerging Markets, ensuring alignment with Clusters, business priorities and Global direction.
• Drive consumer-centric engagement, personalization and digital experience across omnichannel touchpoints.
• Establish strategic roadmaps, KPIs and governance frameworks that support engagement, loyalty and conversion.
• Continuously evolve the consumer value proposition and ways of working to enable scalable execution and consumer-focused decision making.

SEO & Organic Discovery

• Define and lead the SEO strategy across Emerging Markets, owning organic visibility, traffic and conversion as a core driver of consumer acquisition and the broader digital experience.
• Drive technical SEO, on-page and content optimization, site architecture and page experience in close partnership with platform, content and Brand teams.
• Establish SEO performance frameworks, forecasting and reporting that link organic search to commercial outcomes, and embed SEO best practice into ways of working across Clusters.
• Stay ahead of the evolving search landscape, including AI-driven and answer-engine search and translate emerging trends into actionable strategy and capability building.

Consumer Insights, Optimization & Activation

• Lead the development of consumer insights, analytics and reporting frameworks to drive data-led decision making and performance improvement.
• Drive audience strategy, segmentation, personalization and lifecycle communications to deliver relevant consumer experiences across channels.
• Optimize end-to-end consumer journeys, from organic discovery through to loyalty, using testing, experimentation and continuous improvement.
• Partner with CRM, Membership, Marketing, Retail and eCommerce teams to align consumer engagement and search initiatives with commercial priorities, product launches and brand campaigns.
• Measure and communicate the impact of engagement, experience and SEO initiatives, ensuring contribution to revenue growth, consumer satisfaction and lifetime value.

Business Governance & Stakeholder Leadership

• Establish governance of processes, performance routines and operational frameworks that ensure consistent execution across markets.
• Drive collaboration across EM Clusters, Hub teams and Global stakeholders to scale best practices and capabilities.
• Represent the Consumer Experience, Engagement and SEO agenda across key business forums, influencing priorities and strategic decisions.
• Balance short-term commercial opportunities with long-term consumer value creation and sustainable growth.

People Leadership

• Build, lead and develop a high-performing team, fostering a collaborative, consumer-centric and performance-driven culture.
• Coach and empower team members through effective performance management, capability building and succession planning.

Key Relationships

• EM eCommerce Cluster Leads and Teams
• CRM, Membership, Marketing, Consumer Experience, Analytics, Merchandising and Digital Operations Teams, Product and Mobile App Experience Teams
• Brand, Content and Editorial Teams (for organic search and content alignment)
• Global Consumer Engagement, Membership, Consumer Experience, SEO/Search and Digital Analytics Teams

Knowledge, Skills & Abilities

• Strong understanding of Consumer Engagement, CRM, Membership, Personalization, Consumer Experience, SEO and Digital Commerce.
• Solid command of SEO fundamentals: technical, on-page and content optimization, search analytics and tooling and awareness of how AI-driven search is reshaping organic discovery.
• AI literacy: practical understanding of how AI and generative tools apply to consumer experience, personalization, search and team productivity, with the judgment to adopt them responsibly and direct teams on where they add value.
• Strategic and data-driven mindset with the ability to translate insights into business outcomes.
• Experience developing and executing consumer-centric strategies across digital channels.
• Strong stakeholder management and influencing skills within complex matrix organizations.
• Knowledge of segmentation, lifecycle communications, experimentation and optimization methodologies.
• Strong communication, project management and leadership capabilities.

Requisite Education & Experience / Minimum Qualifications

• Bachelor's degree in Business, Marketing, Economics, Digital Commerce or related discipline.
• 10+ years of experience across Consumer Engagement, CRM, Loyalty, eCommerce, SEO, Consumer Experience or related Digital functions.
• Proven leadership experience within a matrixed international environment.
• Demonstrated success driving consumer growth, engagement, organic search performance and digital business performance.